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Fashion Label Cuts Out First Name

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Fashion Label Cuts Out First Name

Renowned French fashion house Yves Saint Laurent recently announced that its label would be getting a bit shorter.

YSL is losing its "Y" to become Saint Laurent Paris, The Toronto Star reports. The change is reflective of its roots – when the fashion brand was founded in 1966, it was called Saint Laurent Rive Gauche.

However, not all are happy with the change, which was announced by the label's newly minted creative director Hedi Slimane. Asian American supermodel Jenny Shimizu said she wouldn't stop calling it "YSL" and fashion journalist Kate Betts merely said the update was "interesting," the paper explained.

Yet for individuals wondering what will happen to the iconic "YSL" logo, which decorates many of the brand's products, the design house has indicated that it has no plans to get rid of it.

Luxury fashion goods have been performing relatively well, despite the economic crisis. In fact, Burberry recently posted some of its highest figures. Slimane's decision is in keeping with other houses' re-branding strategies to maintain relevance in the current market.