First Look at YSL's New 'Saint Laurent' Branding

It was announced last month that, under the new creative direction of Hedi Slimane, famed French fashion house Yves Saint Laurent would change its name to Saint Laurent Paris.

"This change celebrates our legacy and heritage, while boldly marking our ambition for the future. It will allow us to return to the fundamentals of YSL and revive the spirit and the intentions that reigned over the creation of 'Saint Laurent Rive Gauche' in 1966: principles of youth, freedom, and modernity," said YSL CEO Paul Deneve when announcing the logo change back in June.

Now, to coincide with the SS13 RTW collection drop, the label's new-look branding is being released. Yves Saint Laurent posted a first look at the packaging and logo design on their Facebook (please note: they are still called 'Yves Saint Laurent' on Facebook), and the haters are a-hatin'.

Of the 299 comments, most are negative, and it seems some people were as insulted by the rebranding as if YSL had called their mother something unsavoury. One comment reads, "Utterly stupid. Why kill one of the biggest brand names in fashion... A sad move that reeks of international ego satisfaction above anything. I will be on the prowl for true YSL product and never buy anything called the new name."

"Looks cheap, and since the creative team is now based in LA, saying 'Paris' is technically lying," says another user, while others go on, "YSL without Y is not YSL!" "It's heartbreaking!" "This is not good" and "Epic fail!"

One next-level creepy comment takes it way too far, saying, "whomever made this decision — their days are numbered."

Outraged commentary aside, the photo did receive almost 3000 likes, and you have to remember that people do love to get angry on the internet. We'll just have to wait to see whether the name change affects the label's sales. Meanwhile, the label's beauty and accessories offshoots will keep the Yves and remain as YSL (see their recent Facebook-inspired eyeshadow palette).

Ingrid Kesa