Choupette Lagerfeld on YSL, or SLP..(but Y?!)

Last week, my eyebrows rose when I read about French fashion house Yves Saint Laurent  dropping the Yves from its iconic name Yves Saint Laurent. The 50-year old brand will continue as Saint Laurent Paris under direction of YSL’s newly promoted creative director Hedi Slimane, who recently took over in March. I find the re-branding quite a radical decision for such a unique and traditional brand as Yves Saint Laurent.

Even Choupette Lagerfeld, one of the most important cats on social media who has Chanel director Karl Lagerfeld as its owner, shared his disbelief on Twitter earlier this week.

choupette lagerfeld twitter

I fully agree with you, Choupette.


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