Where Are The Scales And Brands?

We can finally feel at ease.

However, a small report in the first place triggered a great stir in the fashion world. It is considered that Hedi is a big and bad company. The first sign of YSL is the current excuse. It also makes people wonder whether the brand or designer is the most important thing in this era.

Designer and brand founder Jil Sander

Jil Sander Again!

In June 2008, Yves Saint Laurent died, but as early as 1999, when he sold the brand he had built to Gucci group, YSL was like many.

Like the brand, it is out of the control of the founder and become an independent commercial logo.

Since minimalist designer Jil Sander will return to her homonym fashion brand for the third time, it has been nicknamed that the brand should be renamed Jil Sander Again. Fortunately or unfortunately, after all, most brands and their designers have no luck.

With 60s as the dividing line, the fashion masters who had created personal brands were either dead or sold to luxury goods groups.

The brand remains, but the designer's masterpiece has become a masterpiece.

However, in the commercial era, brand names and logo are undoubtedly the biggest intangible assets. Luxury groups are so powerful that they may never understand the essence of each design, but they are strong in establishing and maintaining brands.

When it comes to the brand name change model, the most successful one is the French national treasure fashion brand Dior. Although Mr. Christian Dior is the greatest fashion designer of the last century, the brand still chooses to dilute the personal impression of "Christian", which makes it possible.

On the basis of the elegant and gorgeous style of the founder, it can accommodate more flexible and diversified designs, and establish a completely independent but charming Dior logo outside Christian Dior.

Mugler current designer Nicola Formichetti and brand founder Thierry Mugler{page_break}

Givenchy current designer Riccardo Tisci

On the other hand, thanks to the rising social status of the fashion industry, today is not only the era of luxury brands, but also the era of star designers.

In order to cater for the needs of current designers, there are no precedents for brand name adjustment. In recent years, two examples have been applied in different directions. One is that Givenchy renamed the garment line to Givenchy by Riccardo Tisci to highlight the current designer. One is Nicola Formichetti, who entered the vanguard fashion brand Thierry Mugler, and simplified the name to Mugler in order to weaken the influence of the previous designer.

In fact, no matter how to change, the intention is to make the customers better focus on the design itself. Therefore, the strength of the designer is the decisive factor. Riccardo Tisci, even if Givenchy is pformed from elegant representative to Gothic incarnation, wins the whole hall.

YSL current designer Hedi Slimane

Hedi Slimane is also lacking in strength and creativity. It may seem that it is not necessary to rename the YSL garment line today. But don't forget the creation of Dior Homme and make it a legendary designer who is synonymous with the design style of men's clothing. He absolutely has the ability to break away from cocoon and create a completely different Saint Laurent Paris that may later be regarded as classics and icon.

If its design is good enough, even if the brand is really abbreviated as SLP, I believe there will be no supporters.

Our initial resentment and fear of YSL's renaming is mostly due to the instinctive resistance to new things, especially the classic name of YSL, which once brought us countless beautiful imaginations. We certainly hope to preserve it forever.

And the existence of more than 100 years of luxury brands seems to have been perfectly justified.

But don't forget that things are always changing (do you remember that Burberry was called Burberrys before?) the classic brand you can remember again can also be changed! If necessary.