YSL was established in 1961 by Yves Saint Laurent. It was 1st brand to successfully launch the concept of modern feminine“” prêt-à-porter fashion show” (ready-to-wear) in 1966. After half a century, the revolutionary style of SAINT LAURENT has become one of the most important cultural and artistic references, creating the 20th century image and style.
Hedi Slimane was appointed image and creative director in March 2012. She re-named the brand known as: SAINT LAURENT PARIS and is responsible for the evolution of the brand while recapturing the impulses of youth, freedom and modernity.
Today Saint Laurent’s Brand Expression/ Values is REBEL LUXURY & COUTURE COOL. “The Saint Laurent Girl is a Boy & the Saint Laurent Boy is a Girl” - Hedi Slimane