First look at Yves Saint Laurent rebranding

The first pictures have surfaced of Yves Saint Laurent's controversial rebranding following a name change to Saint Laurent Paris.

A photo of Yves Saint Laurent's rebranding, taken by LOVE magazine's Katie Grand. Photo: Katie Grand/Twitter

It caused quite a stir when newly-appointed creative director Hedi Slimane announced that YSL would be undergoing a name change - from Yves Saint Laurent to Saint Laurent Paris - and now we can finally see how his reimagination measures up.

The first images have surfaced of the fashion house's rebranding, courtesy of LOVE editor Katie Grand, who took to her Twitter page to share the photo. The Instagram picture shows the new 'Saint Laurent' typography, which currently adorns the construction boards surrounding the brand's soon-to-open Mercer Street, New York store. Unfortunately, according the New York Magazine , the new branding has since been covered up by posters, thanks to T-shirt brand Rocksmith (who clearly know a good advertising opportunity when they see one).

Another picture featuring a black product box with the new branding on it has also appeared in the latest issue of Vogue Paris , showing 'Saint Laurent' with Paris written in smaller type beneath, surrounded by a thick black frame.

The image that appears in the August issue of Vogue Paris. Photo: Vogue Paris 

When the name change was announced in June the brand confirmed that they will continue to use the iconic overlapping YSL logo, which was designed by Cassandre in 1963, and that the rebranding will only apply to ready-to-wear, with the house's official moniker remaining as Yves Saint Laurent.

Slimane showed his first collection for the house, Resort 2013, to select buyers earlier this month, but the world will get to see his spring/summer 2013 collection during Paris Fashion Week this September.

Yves Saint Laurent create Facebook inspired Eyeshadow!

We've had Apple Macbook Pro, the perfume, now meet the eyeshadow inspired by Facebook.

Big brands are increasingly turning to social media to canvas their friends and fans' opinions on their new product lines and upcoming launches, but French luxury fashion and beauty brand Yves Saint Laurent have taken the practice a step further and created an eyeshadow compact inspired by Facebook.

The four-colour palette called 'Devoted To Fans #1' feautes a Facebook-esque blue, black, white and grey, and will only be available to 'fans' of the Yves Saint Laurent Fragrances & Beauty Facebook page.

"This is a fitting tribute to a vibrant and passionate demonstration that Yves Saint Laurent is a modern and dynamic brand with consumers knowing the heart of its marketing strategy" said Damien Vincent, commercial director of Facebook France in a statement.

The colours are, to be honest, closer to their iconic YSL Rive Gauche fragrance packaging, but it's a neat piece of marketing and a nice way to reward their supporters with something special.

Only 1,650 of the palettes will be made available, and with 350,000 fans they are set to become highly sought-after, so make sure you show YSL the love before they go.

Tom Ford to open first UK stand-alone Store

Former Gucci designer Tom Ford will open his first stand-alone British store in London's Knightsbridge.

Tom Ford at the 2012 Met Gala Photo: EPA

Tom Ford's first British boutique on London's affluent Sloane Street will take up 8,000 sq ft store and will stock his eponymous label, which is currently available at Harrods, Harvey Nichols and Selfridges, report The Sunday Times.

Ford made his return to womenswear design in September 2010, following a six-year break in which he focused on his Oscar-nominated directorial debut, A Single Man . Prior to that he helmed Gucci and Yves Saint Laurent, both of which he is credited with turning into the must-have brands they are today.

He has eschewed press coverage - particularly of the online variety - at the catwalk shows for his brand, telling WWD in 2010: "I don't get the need for this immediacy. In fact, I think it's bad. The way the system works now, you see the clothes, within an hour or so they're online, the world sees them. They don't get to a store for six months. The next week, young celebrity girls are wearing them on red carpets. They're in every magazine. The customer is bored with those clothes by the time they get to the store. They're overexposed, you're tired of them, they've lost their freshness."

Do you agree with Tom Ford our dear readers??

YSL to change its Name, dropping the 'Yves'

Yves Saint Laurent's new creative director Hedi Slimane will rebrand the iconic fashion house as Saint Laurent Paris.

Yves Saint Laurent will drop the 'Yves' from their name, the brand has confirmed.

Newly-appointed creative director Hedi Slimane is keen to "thrust Saint Laurent into a new era modern", reports WWD , and thinks removing the founder of the brand's first name from the famous moniker is the way forward.

The house will be rebranded Saint Laurent Paris, although the iconic YSL logo will remain the same. The move is not be an entirely new one, the majority of the major fashion houses go by a singular surname - Versace, Gucci, Chanel, Prada.

When appointed, Slimane - the former creative director of Dior Homme - was given "total creative responsibility for the brand image and all its collections" and is said to be focusing on "recapturing the impulses that inspired the founder to launch the Saint Laurent Rive Gauche ready-to-wear line in 1966 - among them youth, freedom and modernity."

Slimane, who is also working on a new store concept for the brand, will show his debut womenswear collection during Paris Fashion Week this September, and the new branding is reportedly set to be unveiled shortly beforehand.

As yet, Yves Saint Laurent have not released an official statement regarding the change, while Pierre Berge, Saint Lauren't lover and business partner of 50 years, is yet to comment.

Despite the change we think it's unlikely that fashion's most famous acronym will ever disappear.

Chanel shoes that might just ‘DESTROY’ your Feet

Beautiful? Check. Blood-inducing? Check. As desirable as they look, Chanel's newest shoes caused even the most experienced of models' feet to bleed. Yep!

The offending choes from the Chanel Cruise 2013 show, which go on sale in November

The decadent Cruise 2012 show which Chanel staged in the gardens of the Chateau de Versailles last month looked like the ultimate fashion fairytale. With elegant gazebos for guests and fountains splashing water as the models strutted past on the crunchy gravel in near-like couture creations, what was not to love? The shoes apparently!!

Model Meghan Collison, pictured below, has revealed that the plastic-and-leather heels she modelled "destroyed" the back of her feet. "I was bleeding afterward" she told WWD.

Brave face: Meghan Collison in the Chanel show at Versailles in France. Photo: Getty

The Canadian clotheshorse is no newbie to the catwalk scene. She might only be 22, but is described as a 'seasoned vet' and has walked for the likes of Miu Miu, Yves Saint Laurent and Lanvin since starting out five years ago.

She continued: "Hard plastic with no socks on? Not fun! Especially because we had rehearsal three times. I walked around for the next week with the backs of my moccasins folded down to let them heal!"

Still tempted? The styles will be available from Chanel stores in November.

Christian Louboutin unsuccessful battles

Christian Louboutin have released a statement clarifying that they still own "valid and enforcable trademark rights" to the red sole, despite recent unsuccessful court battles.

Christian Louboutin would like to make it very clear that despite recent unsuccessful court battles suggesting otherwise, they still very much own the trademark to their Pantone-18 'Chinese Red' soles.

In a statement released by Louboutin yesterday, the company stated: "Recent commentary in various articles from newspapers and blogs regarding the French court decision in the Zara case...either implies or states that through this ruling we have lost our rights to our world-famous red-sole trademark. We would like to clarify that what has been disputed and canceled is only one French registration of the trademark." Adding that they "continue to own valid and enforceable trademark rights...throughout the world" and "will continue to protect and enforce [the trademark's] rights."

The clarification comes a week after Louboutin unsuccessfully attempted to sue high-street chain Zara for selling a red-soled shoe similar to their 'Yo Yo' style. A French court ruled that "there was no proven risk of confusion between Louboutin's shoes and the Zara pair", and ordered Louboutin to pay Zara £2,016. It was the climax of a case which had rumbled on for a year.

Meanwhile, Louboutin are still ploughing ahead with their battle to stop Yves Saint Laurent from selling red-soled shoes - which first appeared in YSL's Resort 2011 collection. The Manhattan court of Appeal's decision on whether or not to grant a preliminary injunction against YSL is expected this summer.

Louboutin loses "Red Soles" Battle to ZARA

Shoe designer Christain Louboutin has failed at another attempt to defend his trademark red soles, this time to high-street chain Zara.

Designer Christian Louboutin Photo: REUTERS

Chrisitian Louboutin has lost another red sole-centred battle, this time against high-street chain Zara.

The case erupted in 2011 when Louboutin sued Zara France for "counterfeiting and unfair competition" when they sold a £45 (49 euros) pair of red-soled, opened-toed shoes similar to Louboutin's 'Yo Yo' style.

The courts initially ruled in favour of Louboutin, however Zara successfully appealed against the decision, and in June 2011 Christian Louboutin was ordered to pay Zara £2,016 (2,500 euros). The most recent set-back is the result of Christian Louboutin appealing the June 2011 ruling, in which Zara argued that "the terms of Louboutin's trademark registration were too vague, noting for instance that it did not contain a Pantone colour reference for the red soles."

Last week, the French court upheld the ruling in favour of Zara, noting that "there was no proven risk of confusion between Louboutin's shoes and the Zara pair", reports WWD .

Alexis Mourot, group chief operating officer and general manager of Christian Louboutin, said the company would continue defending its red soles, despite their most recent defeat: "Another red sole trademark application has been successfully registered and we will enforce this trademark against any infringers."

It's another blow for the famed French cordwainer in his tireless quest to trademark his red soles - he is currently in the process of appealing a similarly drawn-out case involving luxury fashion house Yves Saint Laurent.

Jessica Chastain announced as the face of Yves Saint Laurent Manifesto

The Oscar-nominated actress will front the campaign for Yves Saint Laurent's new fragrance, Manifesto.

Jessica Chastain has been announced as the face of Yves Saint Laurent's latest fragrance, Manifesto.

"Yves Saint Laurent is a brand that inspires me deeply. Since its creation, the brand has conveyed strong values that I cherish, such as an unwavering commitment, absolute love and feminine audacity. This new fragrance is an emblem of it all. I am [excited] to be part of this beautiful adventure," said Chastain, who was Oscar-nominated for her part in The Help .

In turn Stephan Bezy, international general manager of Yves Saint Laurent Beauté at L'Oréal, stated that it was Chastain's "subtle strength", "solar charm" and "free mind" that drew her to the attention of YSL. "Jessica embodies the quintessence of Saint Laurent's femininity, a woman of her day and age, independent, determined, never where you expect her to be," he continued.

According to the Telegraph, the fragrance is named after YSL's seasonal newspaper-sized publication - Manifesto - which was started by former-creative director Stefano Pilati. Containing exclusive news and a first look at the fashion house's coming season collection, it is distributed on the streets of Paris, New York, London, Milan, Tokyo, Hong Kong and Los Angeles each season. Although Pilati has now left the label, the release of a fragrance sharing the same name suggests that the publication will continue under the direction of Hedi Slimane.

The Manifesto fragrance is expected to go on sale in September.

YSL movie in the works

French director Jalil Lespert will make a movie documenting Yves Saint Laurent and his partner Pierre Berge's 50 year relationship.

Yves Saint Laurent will be the subject of an upcoming film directed by Frenchman Jalil Lespert.

The film will focus on the late designer's romantic relationship with his long-term partner Pierre Bergé, who has given the film his approval.

"I have often been proposed to make a fiction film about Yves and myself, explained the president of the Fondation Pierre Bergé. I had never been convinced of the different projects. Lespert Jalil came to see me with his sensitivity, his enthusiasm, creative vision, I realised that I had before me the director can tell this story. I said yes.," Bergé told French website lefilmfrançais.com . As yet there is no release date or further information about the actors that will be involved in the film, but we think The Artist's Jean Dujardin would make a good Yves Saint Laurent.

The two men met in 1958 while YSL was working at the house of Dior. Four years later they set up the YSL design house together and went on to create ground-breaking designs such as the sheer blouse, jumpsuit and the infamous Le Smoking tuxedo. They remained a couple until YSL's death in June 2008.

Another YSL movie is also said to be in the works. Director Bertrand Bonello is rumoured to be working on a separate film which looks at the brand's launch in the Sixties, although Bergé has not given the project his approval.

IN PICTURES: YSL's Autumn/Winter 2012 Collection

Yves Saint Laurent Autumn/Winter 2012 Collection... What do you think? And what are your favorites?

YSL Opium AD is Eighth most Complained About

Yves Saint Laurent's infamous Opium advert featuring a naked Sophie Dahl is the eighth most complained about advert in the last 50 years.

The infamous Yves Saint Laurent Opium perfume advert featuring a naked Sophie Dahl has been named as the eighth most-complained about in the last 50 years in a new survey released by the Advertising Standards Agency.

The campaign first made headlines in 2000 when the French fashion house plastered the image of red-headed Dahl, unclothed but for some sparkly jewels and a pair of heels and posing suggestively, on billboards around the country. Shot by Steven Meisel, Tom Ford - who was then the newly-appointed creative director of YSL - hoped the advert would put the then-ailing brand back on the fashion map whilst also giving a nod to house's history of sexual provocation and female liberation.

Ford's technique worked and the image has since become synonymous with the house, and Opium - which was first launched in 1977 - remains one of YSL's best-known scents.

The ASA received 948 complaints that the image was too sexually suggestive and unsuitable to be seen by children. As a result it was removed from billboards, but was still allowed to be used in appropriate magazines. - Telepgraph UK