First look at Yves Saint Laurent rebranding

The first pictures have surfaced of Yves Saint Laurent's controversial rebranding following a name change to Saint Laurent Paris.

A photo of Yves Saint Laurent's rebranding, taken by LOVE magazine's Katie Grand. Photo: Katie Grand/Twitter

It caused quite a stir when newly-appointed creative director Hedi Slimane announced that YSL would be undergoing a name change - from Yves Saint Laurent to Saint Laurent Paris - and now we can finally see how his reimagination measures up.

The first images have surfaced of the fashion house's rebranding, courtesy of LOVE editor Katie Grand, who took to her Twitter page to share the photo. The Instagram picture shows the new 'Saint Laurent' typography, which currently adorns the construction boards surrounding the brand's soon-to-open Mercer Street, New York store. Unfortunately, according the New York Magazine , the new branding has since been covered up by posters, thanks to T-shirt brand Rocksmith (who clearly know a good advertising opportunity when they see one).

Another picture featuring a black product box with the new branding on it has also appeared in the latest issue of Vogue Paris , showing 'Saint Laurent' with Paris written in smaller type beneath, surrounded by a thick black frame.

The image that appears in the August issue of Vogue Paris. Photo: Vogue Paris 

When the name change was announced in June the brand confirmed that they will continue to use the iconic overlapping YSL logo, which was designed by Cassandre in 1963, and that the rebranding will only apply to ready-to-wear, with the house's official moniker remaining as Yves Saint Laurent.

Slimane showed his first collection for the house, Resort 2013, to select buyers earlier this month, but the world will get to see his spring/summer 2013 collection during Paris Fashion Week this September.

Lenny Kravitz, the next Ralph Lauren?

Musician Lenny Kravitz has announced that he is going global with his lifestyle and fashion brand.

Not content with conquering the music world with his inimitable style of psychedelic rock, and the silver screen with his bucket-full of attitude (yes, the gold eyeliner-sporting stylist in The Hunger Games was Lenny), Kravitz has caught the celebrity-turned-designer bug, and he's set his bar high.

The 48-year-old rocker diversified from his day job in 2003 when he founded Kravitz Design , a company specialising in innovative and dynamic design solutions for commercial and residential properties. Earlier this year, he dipped a toe into the world of fashion by collaborating with ethical footwear brand TOMS.

"The plan is to make it a lifestyle brand . . . my dream for this company. In the same way you would see Ralph Lauren or Giorgio Armani" he told CNN.

Furniture, bedding and clothing are high on the agenda, as well as an eco-resort on a farm he owns in Brazil next year.

Perhaps Kravitz will rope in his stylish actress daughter Zoe to consult on cuts and colours. Thanks to her kooky, pared-back style, the 23-year-old regularly graces best-dressed lists around the globe.