Since the news broke in June 2012 that the iconic French maison would be altering its nomenclature, the Saint Laurent Paris Rebranding has been highly scrutinized by the fashion world as it was transformed under the creative direction of Hedi Slimane.
Though there has been adversity as Slimane infuses the fashion house with his visionary aesthetic ethos, he has certainly shown resilience amid the biting criticism, negative reviews and general backlash from mainstream bloggers and consumers. Despite all the backlash, the creative director has gone forward to implement change that holds merit in its ability to not only stir controversy, but generate attention, keeping the brand's name in the limelight.
The Saint Laurent Paris rebranding is perhaps most notably characterized by a movement towards a monochromatic, edgy and minimalist aesthetic. Saint Laurent has also utilized brand representatives that embody stylized rebellion such as Daft Punk, Sky Ferreira and Anja Rubik. This compiled list showcases the fashion house's transformation in retail, design and campaigns.
15 Examples of Saint Laurent Paris Rebranding
15
Dramatic French Salon Photography
The Anja Rubik for YSL Website Images are Sensually Stunning
14
Distressed Androgynous Editorials
Aymeline Valade by Hedi Slimane for Vogue China is Dark
13
Chromatic Grunge Campaigns
The Saint Laurent Paris Pre-Fall 2013 Advertisements Boast Edginess
12
Glam Rock Menswear
Saint Laurent Paris' Heidi Slimane Menswear Collection is Infectious
11
Boho Cowgirl Collections
The Saint Laurent Paris Spring 2013 Runway Debuted Hedi Slimane at YSL
10
Reflected Rock-Inspired Pictorials
The Saint Laurent Spring/Summer 2013 Collection Nods to Bowie
9
Moody 70s Diva Editorials
The Saint Laurent 2013 Womenswear Photo Shoot Is Nostalgically Chic
8
Haute Glamor Westerner Editorials
The Muse Magazine Saint Laurent Photoshoot is Country Yet Chic
7
Sultry Brooding Lookbooks
Model Sky Ferreira is Featured in St. Laurent's Pre-Fall Lookbook
6
Enigmatic Monochromatic Campaigns
The Saint Laurent Spring/Summer Campaign is Mysterious
5
Galactic Musician Portrayals
The Daft Punk CR Fashion Book Editorial Blends Disco and Sci-Fi
4
Female-Clad Menswear Ads
The Saint Laurent SS13 Campaign Stars a Boyish Saskia de Brauw
3
Monochromatic Marble Retailers
The New Flagship Saint Laurent Paris Store Pushes Brand Identity
2
Grungy Caped Runways
The Saint Laurent Fall 2013 Collection Tip-Toes on Gender Boundaries
1
Digitally Dapper Spreads
The Saint Laurent Music Project x Daft Punk Ads Are Shot by Hedi Slimane
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Unconventional Bridal Collections
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Fabulous Fashion Ad Campaigns
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Nighttime-Inspired Romantic Menswear
Emporio Armani Embraces Luxe Elegance in New Capsule
Ultra-Luxurious Menswear Collections
Dior Men's Fall/Winter 2023 Pays Homage to Yves Saint Laurent
Collaboration Retro Tennis Apparel
The Lacoste x Sporty & Rich Collection Has a Soft Palette
Celebrity-Fronted High-Fashion Campaigns
Versace's 2024 Icons Campaign Embodies the Brand's Ethos
Elevated Luxury Men's Fashion
Zadig&Voltaire Releases Its Latest Fall/Winter 2022 Capsule
Stunning Fashion Show Invites
Louis Vuitton Finally Debuts Pharrell's First Menswear Collection
Spring Luxe French Fashion
Thom Browne Launches Its SS23 Designs During Paris Fashion Week
Ethereal Scandinavian Fashion Collections
Acne Studio Emphasizes a Bright Color Palette for SS24
Glamorous Skyline-Inspired Fashion
The Hardware AW22 Capsule is Grungy & Aesthetically Captivating
Sustainable Versatile Capsules
Reformation Unveils Sustainable Collection Designed by Camille Rowe
Soccer Jersey-Inspired Fashion
Balenciaga's Soccer Series Draws Inspiration From the Sport
Stylish City-Inspired Collections
Paris and New York Inspired Dior's 2024 Collection
Art Showroom Apartments
Maison Lune Presents an Alternative to Traditional Galleries
Luxury Statement Outerwear
Canada Goose and Reformation Join Forces on a New Collection
Celebrity-Approved Luxury Fashion Lines
The Louis Vuitton x Tyler, the Creator Line is Chic
Punk Romance-Inspired Fashion Collections
Maison Margiela's Fall 2023 Show is Edgy Yet Soft
Luxe Fashion Flagship Stores
Hedi Slimane Design the Celine Miami Flagship Store
Sustainable Luxury Handbags
The First-Ever Reformation Handbags Just Dropped
Monochrome Sophisticated Apparel
The Blvck Paris x Keith Haring Capsule Offers Dynamic Artistry
Luxury Technical Clothing Lines
Y-3 Embraces Performance-Driven Fabrics and Luxury
Stylish Collaborative Avant-Garde Collections
Paris Saint-Germain and Blvck Paris Launch a Capsule
Consumption-Inspired Fashion Capsules
LOUTRE snd Dover Street Market Work on a New Capsule
Sophisticated Spring Tailored Fashion
Lanvin Presents its SS23 Line During Paris Fashion Week
Raw Material-Inspired Capsules
Gucci Vault Continues Collaborating on the Continuum Collection
Western-Influenced Spring Menswear
MNML Launches Its Heritage Capsule for the Pre-Spring Season
Sustainable Luxe Spring Fashion
Stella McCartney Presents a New Capsule for the SS24 Season
Graphic Garment-Dyed Streetwear
Stüssy and Levi's Join on a New Collection Together
Remixed Monogrammed Collections
The LV Remix Collection Celebrates Heritage While Looking Ahead
Elevated Luxury Spring Sportswear
Chanel Showcases its Newest Capsule for the SS23 Season
Digital Streetwear Collaborations
The Fabricant x Highsnobiety Dropped During Paris Fashion Week
Music-Informed Fashion Collections
Roc Nation and Moncler Join Forces on a New Capsule
Travel-inspired Sophisticated Fashion Collections
Lemaire Debuts the Spring/Summer 2024 Capsule
Sophisticated Minimalist Luxury Fashion
Alexander Mcqueen Showcases the Spring/Summer 2024 Capsule
Curated Intimate Retail Experiences
Alaïa Flagship Store in London Was Recently Redesigned
Non-Gender-Conforming Spring Fashion
UNDERCOVER Unveils its New SS23 Collection During PFW
Avant-Garde Fall Menswear
Rick Owens Unveils the LUXOR Collection for Fall/Winter 2023
Modern Women-Exploring Luxe Fashion
The Fendi SS24 Series was Unveiled on the Runways
Humorous Collab Fashion Campaigns
Barbour and Maison Kitsuné Launches a New Campaign
Skate Fashion Runway Shows
ERL Presents its First-Ever Runway Show for the SS24 Season
Loud Luxury Fashion
Moschino SS24 Pokes Fun at "Quiet Luxury" with Maximalist Styles
Star-Studded Luxe Fashion Campaigns
Alexander McQueen Presents its Dramatic FW23 Campaign
Experimental Summer Technical Fashion
_J.L-A.L_ Launches its SS23 Collection with Technical Cuts
Iconic Singer-Starring Campaigns
Saint Laurent and Diana Ross Tease a Partnership
Masculine Fashion House Jewelry
The Louis Vuitton Les Gastons Vuitton Collection is Demure
Sartorial Co-Ed Fall Fashion
Soulland Unveils its New Collection for the FW24 Season
Pastel-Hued Energy Drink Packaging
The Rockstar Energy Rebranding Has Enhanced Graphics and More
On-the-Road Fashion Shows
The Louis Vuitton Pre-Fall 2023 Collection Debuted in South Korea
Luxury Skatewear Collections
Balenciaga Unveils Its Latest Skatewear Themed Apparel Collection
Re-Imagined Furniture Identities
Herman Miller's 2024 Brand Refresh is Vibrant and Functional
Retro-Themed Metallic Homeware
The Collaborative Rabanne H&M Home Collection Nods to the 70s
Body Artwork-Inspired Fashion
Jean Paul Gaultier Presents the Body Tattoo Apparel Designs
Changemaker Beauty Campaigns
This Lil Nas x YSL Beauté Campaign Champions Bold Self-Expression
Collaboration Fashion House Guitars
The Saint Laurent x Fender Stratocaster is Limited-Edition
No-Fuss Fashion Collections
MM6 Maison Margiela Debuts Its Resort 2024 Collection
Refreshed Expressive Fashion Brands
The Cheap Monday Relaunch Retains Its Punk Aesthetics
Interactive Shoppable High-Fashion Films
The Saint Laurent Summer 2024 Collection is Chic
Renaissance-Inspired Fashion Capsules
Lanvin's Winter 2023 Debut Features a Mix of Inspirations
Reinvigorated Cognac Campaigns
Larsen Cognac Challenges Traditional Images & Outdated Views
Minimalist Luxury Beauty Brands
Rabanne is Venturing into Beauty with Sleek, Simplified Essentials
Sophisticated Technical Fashion Collections
_J.L-A.L_ Showacses the Spring/summer 2023 Capsule
Sweat Mark T-Shirts
This Summer Clothing Range Has Printed Designs That Resemble Sweat
Collaborative Sport-Centric Apparel
PSG and Jordan Brand Join Forces on a New Collection
Sporty Upcycled Vintage Collections
Nike Relaunches the Re-Creation Program in London and Paris
Pride Month Perfume Packaging
These Jean Paul Gaultier Perfume Bottles Showcase Keith Haring Art
Intercontinental Collaborative Capsules
BornXRaised and Paris Saint-Germain Work on a Collection
French Modernism Luxe Retailers
The New Celine Store is Located on Paris' Rue Saint-Honoré
Bright Nostalgic Playful Fashion
ERL Launches its New Vibrant Capsule During Paris Fashion Week
Spring-Centric Luxe Retro Fashion
Jean Paul Gaultier Unveils the new BURN Collection
Retro Fall Collaborative Fashion
Y/Project Joins Jean Paul Gautier on a New Collection
Simplistic Spring-Ready Minimal Fashion
Uniqlo U Introduces its Latest Collection for SS23
Charismatic Traditional Spring Fashion
Charles Jeffrey LOVERBOY Drops STATANT PASSANT RAMPANT
Stylish Romance-Themed Capsules
Reformation Introduces The Love Collection for Valentine's Day
Self-Referencing Fashion Collections
For Fall/Winter 2023, UNDERCOVER is Reimagining Old Design
Glitter-Accented Luxe Menswear
LOEWE Presents its New Collection of Menswear for the SS24 Season
Anniversary-Honoring Luxe Streetwear
Jean Toutitou Joins Himself for A.P.C.'s 35th Anniversary
Pill-Scattered Luxe Bag Designs
Damien Hirst and Louis Vuitton Work on the Keepall Bag
Timeless Spring-Ready Menswear
Last Pick Unveils a Classic Capsule of Apparel for SS23
Artisanally Crafted Futuristic Eyewear
Thierry Lasry Presents a Collection of Futuristic Frames
French Museum-Inspired Graphic Tees
Uniqlo UT Presents the New Writings of the Louvre Series
Iconic Artist-Adorned Jeans Lines
The Lee x Jean-Michel Basquiat Capsule is Effortlessly Stylish
Glamorous Maximalist Couture
Valentino Haute Couture Fall Winter 2023/2024 Had Big Accessories
Slick French Eyewear Collections
Thierry Lasry Boasts Future-Forward Eyewear Silhouettes
Slick Monochromatic Fashion Collections
Stone Island Boasts a Minimalist Color Palette for SS23
Romance-Inspired Jewelry Campaigns
Balmain's Campaign is Shot by the Talanted Olivier Rousteing
Luxurious Graphic Retro-Tinged Fashion
YSL Presents The Vintage Collection of Band Merch
Rhinestone-Adorned Fall Streetwear
Unknown London Presents New Sparkling Looks for FW22
Artist-Styled Nostalgic Lookbooks
AURALEE and New Balance Reimagine Archival Fashion Designs
Pre-Worn Stylistic Luxe Sneakers
The Balenciaga Paris Sneaker Updates the adidas Stan Smiths
Inaugural Luxury Furniture Brands
Karl Lagerfeld‘s Namesake Brand Announces a New Furniture Line
Timeless Striped Clothing Apparel
Armor-Lux's Iconic Range is Easy-to-Style and Timeless
Contemporary Fall-Centric Unisex Apparel
Flaneur Homme Presents Interbellum For the FW22 Season
Reimagined Hybrid Futuristic Sportswear
LUEDER Presents Hybrid Looks for SS24 During LFW
Spring-Ready Tecnical Garments
_J.L-A.L_ Presents its Latest Collection Designed for SS24
Luxe Spring-Centric Bold Fashion
The Marni Spring/Summer 2024 Capsule is Full of Bright Looks
Winter-Ready Luxury Fashion
Louis Vuitton's Snow Capsule Readies for Pre-Spring 2023
Luxe Spring-Centric Tailored Apparel
Paul Smith Presents His New Capsule for SS24
Deconstructed Lifestyle White Shoes
Youth of Paris and adidas Join on a Crystal White Campus 80
North African Culture-Inspired Fashion
Daily Paper's Under the Same Moon Series Readies for SS23
Statement-Making Logo-Adorned Jeans
Chanel's Denim Collection Emphasizes the Brand's Identity
Takeout Box-Themed Bags
Saint Laurent Launches Two Takeaway Box Bags in Black and Brown
Sustainably Made Pastel Garments
Balmain Unveils a New Capsule Collection with Water Brand Evian
Digital Fashion Teasers
Fabricant, the Digital Fashion House, Debuts a Teaser for Its New Line
Gen Z Denim Brands
Karl Lagerfeld Jeans Celebrates Individuality & Self-Expression
20s-Inspired Sportswear Collections
Balmain Unveils Its New Vintage-Themed Sportswear Range
London-Inspired Rebellious Fashion
Fred Perry and PLEASURES Join Forces on a New Collection
Preppy Co-Ed Luxe Fashion
Thom Browne Presents its 20th-Anniversary Line of Apparel
Authentic Fashion House Campaigns
Gucci's Spring/Summer 2024 Collection Celebrates Real Women
Graphic-Centric Minimal Streetwear
Drama Call Presents a Look at its Newest Collection
Monochrome Pixelated Clothing Collections
LOEWE's Recent Line Boasts 8-Bit Video Game Aesthetics
Summer-Inspired Vibrant Streetwear
Colorful Rebel Unveils a New Bright Collection for SS23
Fashion Collaborative Sneaker Models
CLOT and adidas Join Forces Once Again on a SS24 Series
Theatrical Play-Inspired Fashion Capsules
HADES' New Capsule is Inspired by Huis Clos (No Exit)
Lively Reinterpreted Apparel
Thom Browne Pays Homage to California in a Saks Fifth Avenue Capsule
Star-Led Luxury Fashion Campaigns
PRADA's Re-Nylon Collection Welcomes Renowned Actors
Tranquil Cozy Fashion Capsules
MAXIME Unveils the New a Man and His Objects Collection
Simplistic Luxurious Vest Tops
Saint Laurent Presents an Opulent Plain Tank Top to its Basic Range
Asymmetrical Collaborative Shirts
Lacoste's COMME des GARÇONS Shirt Readies for FW23
Archive-Inspired Retro Luxe Fashion
Jean Paul Gautier PResents the TATTOO Collection
Artfully Glamorous Cocktail Bars
Moët Hennessy Launches a New Cocktail Bar in Paris
Collaboration Retro Futurism Timepieces
The Girard-Perregaux x Saint Laurent Casquette 2.0 is Chic
Minimal City-Honoring Sneakers
adidas and Highsnobiety Launches the Not in Paris Stan Smiths
Culturally Influenced Parisian Boutiques
Halleroid Designs the New L/Uniform Boutique in Paris
Homage-Paying 90s Fashion
Carne Bollente Celebrates Its Journey as a Brand with 90s Sensibilities
Punk-Inspired Parisian Factories
Studio ECOA Re-Designs the GSL Gallery Space with New Themes
Upcycled Vintage Garments
Beyond Retro Taps AllSaints Founder Stuart Trevor for a New Capsule
Grande Shimmeering Runway Shows
Saint Laurent Presents its Summer 2024 Womenswear at PW
Spring-Ready Luxurious Formal Menswear
Louis Vuitton Presents its Formal Men's Range for SS24
Chic Summer-Ready Apparel
Zalando Launches a New 40-Piece Capsule Collection with Paco Rabanne
Sensual Luxe Fashion Boutiques
Vincent Van Duysen Designs Ferragamo's Montenapoleone Boutique
Thoughtfully Designed Menswear
Léonide is on a Mission That Combines Style and Sustainability
Color-Changing Fall Fashion
Anrealage Unveils New Clothing Designs at Paris Fashion Week
Coastal France-Inspired Fashion
Vilebrequin and Highsnobiety Join Forces on a Capsule
Elevated Versatile Capsules
Elevate Your Wardrobe with Blvck Paris' Fall 2023 Collection
Minimally Designed Store Openings
London Opens its Door at the New Self-Portrait Store in Chelsea
Luxurious Ski Apparel Collections
Moncler Grenoble Launches a New Collection for the FW22 Season
Local Hotspot Fashion Shoots
Marine Serre 'Heartbeat' Campaign Was Lensed in Hair Salons and Cafes
Vibrantly Colorful Luxe Fashion
Marni Presents its New FW23 Collection in Tokyo This Week