During this whole braving the weather/freaking myself out Hurricane Sandy shit, I came across an article in British Vogue highlighting the Spring/Summer 2012-13 collections in London. Besides the usual pastels, prints, bombers, checkerboards, and statement sneaks, one piece of information def. stood out more to me than the obvious interest in knowing what to buy for my May London trip. (Fingers crossed!) The new creative director of Yve’s Saint Laurent, or ‘YSL’, Paris, is planning on having the company undergo a major name/game changer from YSL to SLP… Saint Laurent Paris. There are so many things I feel about this I am not sure where to start. I was never around for Coco Chanel to make Chanel, Chanel. Or for Martino and Mario Prada to make Prada, Prada. So why this iconic brand? The reasoning behind changing the name, is because of two things. The company is undergoing a fashion makeover, by the new leader Heidi Slimane. And, ‘Yves’, is too hard to pronounce for the common customer. Let me just say, that there is no such thing as a “common customer” who can purchase YSL merchandise. Bag prices are way above the triple digits in pricing, and shoes also. And I’m assuming that people who go as far as purchasing makeup and clothing, have a knowledge of the brand and know the quality the name Yves Saint Laurent represents. It’s French, people. Get over it. Customers I know also mispronounce the Saint and the Laurent.. if they can’t say “Yves,” then how can they get the accent right on the “Saint” and the “Laurent” so it doesn’t sound like the name of a river in the United States? Coach went through a huge creative redecorating and remodeling of the brand to become new and fresh, while still maintaining the classic namesake. Why can’t you, Heidi Slimane, do the same for Yves Saint Laurent?