You're Saying Yves Saint Laurent Wrong: the Silent Letter Mistake Most Shoppers Make
By Alexander Ross
In 2012, creative director Hedi Slimane rocked the fashion press by rebranding the house's ready-to-wear collections as Saint Laurent Paris. The decision dropped the founder's first name from the garments, packaging, and store architecture, reviving the historical aesthetic of the 1966 "Saint Laurent Rive Gauche" ready-to-wear line.
This commercial overhaul divided the brand into distinct linguistic camps:
- The Ready-to-Wear and Leather Goods House: Formally styled as Saint Laurent (pronounced [sɛ̃ lɔ.ʁɑ̃]). Staff and editors frequently drop "Yves" entirely when discussing seasonal runway collections or handbag models like the Sac de Jour.
- The Cosmetics and Perfume Empire: Licensed under L'Oréal Luxe, the beauty division remains officially named **YSL Beauty**. The original interlocking three-letter monogram designed by graphic artist Cassandre in 1961 remains on Touche Éclat concealer pens, Libre perfumes, and Rouge Pur Couture lipsticks.
When speaking in high-end retail environments, pronunciation etiquette dictates adapting to the specific division. If you refer to the apparel, bags, or runway footwear, saying "Saint Laurent" reflects contemporary industry fluency. If you are standing at a department store makeup counter asking for a lipstick shade, spelling out the English letters "Y-S-L" or utilizing the YSL beauty pronunciation guide of the full heritage name is equally standard.
Alexander Ross has covered the video game industry for a decade, writing deep dives on game design, esports tournaments, VR developments, and gaming culture.
