Saint Laurent Paris: The History Behind The Brand

Few could claim to not be acquainted with the YSL acronym. Whether plastered onto bags or serving as a boot’s high heel, these letters are virtually everywhere. Indeed, Saint Laurent Paris, formerly known as Yves Saint Laurent, is definitely a household name. The brand has by now become synonymous with an edgy yet elegant Parisian-chic look. Though niche, the popularity of such an aesthetic is currently astoundingly momentous.  In fact, it wouldn’t be surprising if you were already acquainted with the story of the man behind the brand. After all, there are more than a couple of films that center around Yves Saint Laurent’s life story. Nevertheless, the story of YSL, the company, might be a little less familiar to the average person. How did this brand emerge? How did it amass such a massive success? What was YSL’s impact on the fashion industry—and the world at large? How has it managed to carry on with its legacy?  Less Than Humble Beginnings: from Dior to YSL Yves Henri Donat Mathieu-Saint Laurent was born in Auran, Algeria, on August 1, 1936. After moving to Paris, attending fashion school and winning a design contest, Yves caught the attention of a Vogue executive. The latter was highly impressed with his designs. So much so that, considering them similar to Christian Dior’s creations, he decided to share them with the famous designer.  It was then that, at the shortage of 17 years old, Yves became Dior’s protégé. As a matter of fact, Dior’s runway slowly began to feature more and more of his designs. This culminated after Dior’s death in 1957 when Saint Laurent was named creative director of the House of Dior.