# Couture Criticism Apparel Anonymous Designer Speaks Up For the YSL Name Change By Katie Pagnotta | Published 2013-01-23 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/ysl-name-change References: [highsnobiety](http://www.highsnobiety.com/2013/01/22/aint-laurent-without-yves-saint-laurent-ysl-t-shirts-sweatshirts/) & [yves.bigcartel](http://yves.bigcartel.com/) An anonymous designer has utilized online retailer bigcartel to voice their qualms with the [YSL](https://www.trendhunter.com/trends/pouch-and-mirror) name change. Hedi [Slimane](https://www.trendhunter.com/trends/perfumed-products) has officially taken the reigns at the French luxury label and has already made a huge impact. His designs are exquisite and stay in line with the [Yves Saint Laurent](https://www.trendhunter.com/trends/flowers-of-yves-saint-laurent) tradition, but he has made some radical transitions. The first and most startling revelation was that Slimane would be removing the name Yves from the label and it would become officially Saint Laurent. Changing a label's name isn't uncommon in the fashion industry, but to strip Yves from the brand is to dishonor the man who bred and made the label successful. Finally, a mysterious designer has come forward and designed tees and sweaters to call out the ridiculousness. The 'Ain't Saint Laurent Without Yves' apparel is bold, beautiful and votes against the YSL name change. ## Trend Insights (Trend Hunter) - Score: 4.5/10 - Popularity: 47% | Activity: 80% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### Key Themes Behind This Trend - **Luxury Brand Rebranding:** There is room for anonymous designers to create apparel in response to name changes in the fashion industry. - **Design Brand Criticism Apparel:** Designers can create fashion pieces that voice their qualms with industry changes to spark dialogue. - **Anonymous Designer-inspired Apparel:** Anonymity can act as a catalyst for designers to create meaningful and motivational fashion pieces. ### Where This Applies - **Fashion Industry:** The fashion industry as a whole has the potential for creative innovation in terms of product design, marketing and branding. - **Luxury Goods Industry:** Business professionals in the luxury industry can turn critical apparel into valuable products for consumers. - **Online Retail Industry:** Online retailers, like bigcartel, can provide platforms for anonymous designers to share their messages with a broader audience. ## Related on Trend Hunter - [Parisian Flagship Boutiques](https://www.trendhunter.com/trends/saint-laurent-avenue-montaigne.md) - [Minimalist Gallery Runways](https://www.trendhunter.com/trends/saint-laurent-springsummer-2024.md) - [Furniture Design Resurrections](https://www.trendhunter.com/trends/saint-laurent-revives.md) - [high-end alpine collections](https://www.trendhunter.com/trends/highend-alpine.md) - [Concept-Driven Retail Experiences](https://www.trendhunter.com/trends/miya-ando-x-saint-laurent.md) - [Iconic Singer-Starring Campaigns](https://www.trendhunter.com/trends/saint-laurent-and-diana-ross.md) - [Luxurious Ephemeral Art Galleries](https://www.trendhunter.com/trends/sho-shibuya.md) - [Luxe Concept Retail Spaces](https://www.trendhunter.com/trends/saint-laurent-rive-droite-1.md) - [Namesake Label Inaugural Capsules](https://www.trendhunter.com/trends/phoebe-philo.md)