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Hedi Slimane’s Twitter rant on all things (Yves) Saint Laurent

Hedi Slimane took to Twitter yesterday for a 22-post rant about his use of the YSL logo while in place at Saint Laurent, which he famously (and controversially) rebranded from Yves Saint Laurent during his tenure.

Saint laurent YSL Hedi Slimane logo twitter rant
The YSL logo used during Hedi Slimane’s tenure at the brand

Hedi Slimane took to Twitter yesterday for a 22-post rant about his use of the YSL logo while in place at Saint Laurent, which he famously (and controversially) rebranded from Yves Saint Laurent during his tenure as creative director.

“FACT CHECKING / THERE HAVE BEEN INACCURATE STATEMENTS ON RECENT ARTICLES REGARDING HEDI AND THE USAGE OF THE YSL HISTORICAL LOGO,” he began, in all capitals. “FOR THE RECORD, THE USAGE OF THE CASSANDRE LOGO WAS ENTIRELY PART OF HEDI’S REFORM PROJECT FOR THE HOUSE FROM THE EARLY DAYS OF 2012 TO 2016.”

The tirade goes on to demonstrate all of the occasions he did indeed use the YSL logo throughout, including in store design, accessories, ad campaigns, fashion shows and more. “IN CONCLUSION, IT IS ACCURATE TO SAY THAT THE YSL ICONIC INITIALS WERE IN FACT CELEBRATED AND CHAMPIONED BY HEDI,” it ends.

So why the sudden rant?

As pointed out by Fashionista, this is the first time Slimane has returned to Twitter since closing his account down in 2012 following an open letter calling fashion critic Cathy Horyn a “schoolyard bully”.

This season she wrote a review of Anthony Vaccarello’s first collection for the brand, stating: “Apparently, Vaccarello has restored the Y, which had been excised by his predecessor, Hedi Slimane, as both a throwback to the brand’s original name and an attempt to modernize it. (The truth is, despite Slimane’s efforts, most people still say YSL.)”

The assumption is Slimane is reigniting the feud between the duo. WWD also notes it comes following reports he is seeking additional funds from former employer Kering, owner of Saint Laurent, to the tune of $2.2 million. A French commercial court previously ordered the company to pay him$13 million. He is also now reportedly looking for Kering to apply a partnership agreement giving him certain rights as a minority shareholder in the brand.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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