New name for YSL

Renowned fashion house Yves Saint Laurent is on the brink of a name change.

Creative director Hedi Slimane - who joined the firm earlier this year - has subjected the brand to an extensive makeover and a new name is part of deal. Slimane is planning on using the name Saint Laurent Paris, WWD reports.

When Slimane took over the role of creative director from Stefano Pilati he was given ' total creative responsibility for the brand image and all its collections'. He is understood to want to breathe new life into the brand while also restoring to it the young, modern sensibilities which led to the launch of the Saint Laurent Rive Gauche ready-to-wear collection in 1996 by founder Yves Saint Laurent. The existing YSL logo, which features on everything from cosmetics to sunglasses, will remain and the two brand names are expected to co-exist. The Saint Laurent Paris label is expected to launch during the spring 2013 sales.

Besides a new name and style, Slimane is also said to be working on a new store concept.