"People who aren't in the fashion world might not know that a new designer has joined the brand, so this is a clear way of signifying that there's been a big change," Muse said in an interview. "It's the sort of thing everyone will notice, not just fashion people."
Karl Lagerfeld has also thrown his support behind the change, saying, "Paris needs some new things, some stimulation . . . I think it's interesting and it's important. Something fresh was needed."
And while other industry giants like Pierre Bergé and Betty Catroux have also backed the shift, reaction among the public has been mixed. When Saint Laurent Paris unveiled the new logo on its Facebook page this week, one fan of the brand decried it as "an act of disrespect."
Hedi Slimane, who was appointed the brand's creative director in March, announced the change in June, emphasizing that the iconic YSL logo will be preserved for use on some products. The new name should be fully integrated into the company's brand messaging by September, when Slimane stages his first show for Saint Laurent Paris.
Photo: Arizona Muse photographed by Inez van Lamsweerde and Vinoodh Matadin for Yves Saint Laurent's Spring 2011 campaign.