From YSL to SLP !!
The initials YSL, taken from the name of founding designer Yves Saint Laurent who died in 2008, have become a part of French culture. They are as powerful a symbol of Parisian chic as the double C logo introduced by Coco Chanel. Karl Lagerfeld has been at the helm of Chanel for 29 years without altering the initials of the house; for Slimane to make the decision to change YSL to SLP before his first collection for the label has been shown is a strong statement about regime change. Clearly, Slimane intends to do things his way.
Indeed, it is thought that Slimane’s insistence on “total creative responsibility for the brand image” was one of the major reasons for the delay in his appointment. Whether his decision will be a costly mistake or a profitable gain is yet to be seen
Possibly MORE licensing with the new name or they can’t expand the product line under the old name. OR they’re trying to expand into a lifestyle brand and the old name is not palatable to a broader market. Let’s see what happens. The game is always about MORE. !