WHY NO “Y?”
If you’ve been wondering why Yves has been dropped from Yves Saint Laurent, let us explain. When Hedi Slimane took over the reigns of Yves Saint Laurent, he decided to modernize the French brand by embracing a minimalist look. This minimalistic aesthetic extends to the name: while the signature “YSL” logo remains, the name is now simply “Saint Laurent,” in a move that updates the brand by taking it back to its original ‘60s persona. From shop windows to clothes hangers, Slimane has determinedly pursued a pure, clean look that lets the clothes do the talking.