Seriously why?

Back story (Or as Sam McCoy likes to call it: Informative):

It has become news to me that the famous French fashion house of the name Yves Saint Laurent will soon be changing their name to Saint Laurent Paris. Yves Saint Laurent was founded in 1962 by Yves Saint Laurent and Pierre Bergé. It has been revealed that the drop of 'Yves' and addition of 'Paris' is a part of new creative director, Hedi Slimane's, fashion house makeover.


*Begin rant


Why? Why would you rebrand such an iconic household named fashion house? I know that the new name will not be that different from its original... but what is the point? The house has been named Yves Saint Laurent for 50 years now. The letters YSL are more than just letters; they represent years of immaculate design and concepts, ingenious construction, and delicious fabrics. I am not sure whether to be irritated or just confused. I almost feel that it is like a slap in the face to the creators. For someone to change the name just because they can...? what is the reason?


I am not sure what rebranding the house will really do for the label at all. Changing it to Saint Laurent Paris only draws the attention to the fact that the company is French. I understand the idea of making the label smaller. Such as Saint Laurent or just Laurent. That might be easier to write in labels and reproduce. However, the companies name will still be three words. SLP. There is just no way that can follow YSL.


When people see the letters YSL they know. They know the background and the richness of the clothes. There is such a following of the name and history. Its not that people will not continue to follow the label's new name. It is that YSL is a symbol for high end and luxurious clothes. Why would you change such an influential logo?


It is like someone changing the double C's of Coco Chanel; it just doesn't make sense.


Please feel free to leave a comment with your input. I would really love an explanation.


Rachel

Yves Saint Laurent Fall rtw 2012