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Yves of Destruction: YSL Reveals 'Saint Laurent' Branding

Posted by Mark J. Miller on July 24, 2012 05:14 PM

Yves Saint Laurent announced last month that it was dropping the Yves from its ready-to-wear line, and the logo looks to have shed a little weight as well.

A big departure from the brand's iconic intertwining YSL letters, the new logo (revealed on its Facebook page) is all caps in white type on a black background, signaling a return to an earlier period of the company when the logo type was much simpler and straightforward. New York magazine notes commenters on the brand's Facebook page harrumphing at the change. "Where's the iconography? This is not iconic," said one. "YSL without the Y is not YSL," wrote another.

Looks like recently appointed creative director Hedi Slimane is going to have a lot of defending to do while designing the next line of clothes and bags — or NYC T-shirt company Rocksmith may feel compelled to cover up the brand's logo yet again.


YSL is Rebranding Ready-to-Wear Line (Only) to Saint Laurent Paris [UPDATED]

Posted by Sheila Shayon on June 21, 2012 05:05 PM

Hedi Slimane, newly installed creative director of the Yves Saint Laurent fashion empire, is reportedly spurring the iconic brand name and signature logo created in 1961 at the inception of the house to Saint Laurent Paris. “For Slimane to make the decision to change YSL to SLP before his first collection for the label has been shown is a strong statement about regime change. Clearly, Slimane intends to do things his way," commented the Guardian.

“WWD assures us that the classic YSL logo 'will not disappear,'" reports Racked. In fact, Slimane's rebranding looks to the past as well as the future: He's hoping to tap into the sense of youth and modernity that Yves himself captured with his Saint Laurent Rive Gauche ready-to-wear line in 1966.”

Update: Yves Saint Laurent provided the following statement to brandchannel clarifying the evolution of its branding:

The YSL logo, created by Cassandre in 1961, will remain intact and the name Yves Saint Laurent will continue to be used and represent the fashion house. The Ready-To-Wear line, originally called "Saint Laurent Rive Gauche" in 1966, will now be called "Saint Laurent Paris." Therefore the principal change will be the RTW’s name, "Saint Laurent Paris" and the fashion house will continue to go by the name Yves Saint Laurent. Continue reading...

digital marketing

Digital Watch: YSL Invites Fans to "Explore, Create, Share"

Posted by Shirley Brady on April 24, 2012 01:23 PM

YSL Experience, the web portal for the Yves Saint Laurent family of fragrance and beauty products, is highlighted in a new video (watch below) that was released today by the brand. The website that encourages users to explore, create and share, customizing the website for a "YSL by You" experience and sharing content on Facebook and beyond to bring the brand experience to life.Continue reading...

fashion week

Stefano Pilati Takes Final Bow for YSL

Posted by Shirley Brady on March 6, 2012 12:31 PM

Here's the final runway show by Stefano Pilati for Yves Saint Laurent: the YSL women's fall/winter 2012-2013 ready to wear line, which debuted last night at Paris Fashion Week to a mostly positive reception. Pilati, who was last week unceremoniously dumped by Yves Saint Laurent, is expected to be replaced by Hedi Slimane.Continue reading...

brand vs. brand

Simply Red: Louboutin Makes Sole-ful Plea in Court Case

Posted by Barry Silverstein on January 25, 2012 05:02 PM

Christian Louboutin is not about to let its very recognizable red sole get stepped on. The flash of color under spikey heels has become an identifying mark of the designer's high-priced shoes. Last August, Louboutin sought to protect that red sole in a case that pitted the iconic design house against another fashion legend, Yves Saint Laurent, who introduced shoes that were red all over, including the soles. But Louboutin was rebuffed by US District Judge Victor Marrero.

Hizzoner ruled that Christian Louboutin did not have a lock on the color red. In his opinion, Marrero wrote that "Louboutin's claim would cast a red cloud over the whole industry, cramping what other designers could do while allowing Louboutin to paint with a full palette. Louboutin would thus be able to market a total outfit in red, while other designers would not."

On Tuesday, Christian Louboutin was back in court, this time at the U.S. 2nd Circuit Court of Appeals in New York, in an attempt to defend its right to exclusively use red, and specifically a tone it calls "China Red," on the soles of it shoes. Louboutin's attorney, Harley Lewin, told a three-judge panel that "Christian Louboutin has created one of the more iconic trademarks of the 21st century. Louboutin turned a pedestrian item into a thing of beauty."

Opposing attorney David Bernstein, arguing on behalf of Yves St. Laurent, countered "Artists of this type need the full palette of colors available. In order to compete and compete fairly, we need red. We don't want to find out that we can make green, blue, purple shoes... but we are enjoined from making red."Continue reading...

celebrity brandmatch

Air France Evokes Flight in New Global Spot with Benjamin Millepied

Posted by Shirley Brady on September 22, 2011 11:33 AM

New York-based dancer Benjamin Millepied may be better known for being a parent with partner Natalie Portman these days, but the Black Swan choreographer-turned-actor is also getting into the endorsement business.

Above, check out "l'Envol," a balletic ode to flight, the new global branding spot for Air France. The simplicity and minimalism of the campaign is a dramatic contrast to British Airways' new heritage-based global campaign.

Millepied clearly likes French brands, as he also can be seen in a flighty new spot for Yves Saint Laurent, which you can watch below below.Continue reading...

brand vs. brand

The Sole of a Brand: Louboutin Fails to Convince NY Judge to See Red

Posted by Shirley Brady on August 10, 2011 04:30 PM

Christian Louboutin suffered a setback today when a New York judge rebuffed the brand's attempt to stop other brands — namely, rival French fashion brand Yves Saint Laurent — from adding a red sole to their high-heel shoes.

According to the Associated Press,

"U.S. District Judge Victor Marrero refused a request by Christian Louboutin to stop the sale of women's shoes with red soles by competitor Yves Saint Laurent S.A.S., another French company based in Paris. Though the ruling came at an early stage of consideration of a lawsuit Louboutin brought in April, the judge said it will probably be tossed out."

Marrero ruled that it's unlikely Louboutin could defend an "overly broad" trademark, which claims the lacquered red sole as a feature of its mark, that was granted in 2008 by the U.S. Patent and Trademark Office.

Drawing an artistic analogy, the judge said Picasso couldn't legally prevent Monet from using a particular hue of indigo, and added that granting Louboutin exclusive use of the color red could hinder manufacturers of other items.Continue reading...

brand news

Brands to Watch: Borders, News Corp., Cisco & more

Posted by Shirley Brady on July 18, 2011 06:00 PM

Brands to Watch

News Corp.'s Rupert Murdoch and son James prepare to testify Tuesday before a British parliamentary hearing on phone-hacking scandal as former News of the World whistleblowing journalist is found dead and The Sun's website is hacked.

Borders calls off auction, announces plans to liquidate and close doors by September.

Cisco slashes workforce by 11,500 positions.

Apple seeks to expand iPhone availability in China.

CNN is first TV network to stream 24/7 online and on mobile.

Delta cuts service to smaller markets.

Dunkin' Brands leads wave of IPOs in the US.Continue reading...

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