Is The Era Of Designer Subverting Brand Naming Coming

　　 latest fashion The elites can finally be relieved. However, a small report in advance caused an uproar in the fashion industry. It was thought that Heidi had acted unjustly and put forward the earliest signboard of YSL to defend the current situation. It also made people think that in this era, what matters most is the brand or the designer?

Designer and brand founder Jil SanderJil Sander Again! In June 2008, Yves Saint Laurent died. In fact, as early as 1999, when he sold his brand to Gucci Group, YSL, like many designer brands, broke away from the control of the founder himself and became an independent business logo. In view of the fact that Jil Sander, a minimalist designer, will return to his fashion brand of the same name for the third time, someone jokingly said that the brand should be renamed Jil Sander Again. Fortunately or unfortunately, this is the "luck" that most brands and designers do not have. Taking the 1960s as the dividing line, the fashion masters who created personal brands before either died or sold their brands to luxury groups. The brand remains the same, but the designer's masterpiece has become a swan song.

Mugler's current designer Nicola Formichetti and brand founder Thierry Mugler

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However, in the commercial era, the brand name and logo are undoubtedly the largest intangible assets, and the power of luxury groups is so great that perhaps the luxury groups always focusing on interests cannot fully understand the essence of each design, but they are strong in building and maintaining brands. When it comes to the model of brand name change, the most successful one is Dior, a French national treasure fashion brand. Although Mr. Christian Dior can be said to be the greatest fashion designer in the last century, the brand finally chose to play down the personal mark of "Christian", which enables Dior to accommodate more flexible and diversified designs on the basis of inheriting the elegant and gorgeous style of the founder, In addition to Christian Dior, a completely independent but equally charming Dior logo has been established. Heidi Slimane's potential.

Givenchy's current designer Riccardo Tisci, on the other hand, thanks to the rising social status of the fashion industry, now is not only the era of luxury brands, but also the era of star designers. There are no lack of precedents for brands to adjust their names in order to meet the needs of current designers. In recent years, there are two similar examples. One is that Givenchy changed the name of its garment line to Givenchy by Riccardo Tisci in order to highlight current designers, and the other is that Nicola Formichetti simplified the name to Mugler after becoming the pioneer fashion brand Thierry Mugler in order to weaken the influence of former designers. In fact, no matter how it is changed, the intention is to enable customers to pay more attention to the design itself. Therefore, the strength of designers is the crucial decisive factor. Tough people like Riccardo Tisci, even if Givenchy is transformed from an elegant representative into a gothic avatar, he will still win a lot of applause.

The current designer of YSL, Hedi SlimaneHedi Slimane, also has the strength and pioneering spirit. Maybe it is unnecessary to rename YSL's garment line today, but don't forget that Dior Homme was created by him and successfully made him a legendary designer of men's clothing design style. He is absolutely capable of breaking through the cocoon to create a completely different It may be regarded as a classic and icon Saint Laurent Paris by later generations. If its design is good enough, even if the brand is really abbreviated as SLP, I believe there will be no shortage of supporters.

Most of our initial aversion and fear to the renaming of YSL came from our instinctive resistance to new things, especially the classic name like YSL, which once brought us countless beautiful imagination, and we certainly hope to preserve it forever. As well as those luxury brands with a history of more than 100 years, their existence seems to have become natural. But don't forget that things are always changing (do you still remember that Burberry was called Burberry before?). A classic brand that is remembered again can also be renamed—— If necessary.