CELINE Hedi Slimane
Photos: Courtesy of CELINE

Update, 10/11: To further emphasise his rebrand of French luxury brand CELINE (née Céline), creative director Hedi Slimane has unveiled the first images of the brand’s campaign. Shot in black and white in a 6×6 format, Slimane handpicked a selection of young artists, musicians and models as the subjects of the campaign. Photographed in the Paris couture house in July 2018, the stylishly composed portraits also give a first look at what’s to come for the creative director’s first ready-to-show. If it’s any indication, you can be sure that Hedi Slimane will reprise his greatest fashion hits in one form or another for the brand’s new chapter.

See the first images of the new CELINE campaign here:

CELINE Hedi Slimane
Photos: Courtesy of CELINE
CELINE Hedi Slimane
Photos: Courtesy of CELINE

Original post, 4/9: Earlier this year it was announced that Hedi Slimane would be succeeding Phoebe Philo as the creative director of Céline, and it’s clear that some major changes are afoot at the fashion house.

celine

Following in the footsteps of celebrities like Taylor Swift and Blake Lively, Céline deleted its entire Instagram account this weekend to reveal its new logo. Now that Slimane has taken over as the brand’s artistic, creative, and image director, Céline is heading in a new direction, and its starting with that inimitable name.

Most notably, the new Céline under Slimane comes with one key difference—the accent on the é has been erased, making the brand simply Celine.

Related article: Confirmed: Hedi Slimane Is The New Artistic Director Of Céline

In many ways, the loss of Céline’s accent is akin to the rebrand that Slimane instigated at Yves Saint Laurent, changing the fashion house’s name to simply Saint Laurent. It appears as though Slimane is keen to create a cleaner and simpler aesthetic with his rebranded Celine, which is likely to polarize fans.

As Celine’s Instagram account announces (translated from the French), “The accent on the ‘e’ has been removed to enable a simplified and more balanced proportion, evoking the Celine collections of the 1960s where the accent wasn’t used often.”

Related article: Paris Fashion Week: 10 Best Looks from Céline Spring 2018

Lady Gaga has already endorsed the brand’s redesign, by carrying Hedi Slimane’s first Celine bag in Paris, and posting about it all over Instagram. Personalized with her initials, it’s thought that the design will hit the runway at Paris Fashion Week later this month, when Slimane debuts his inaugural collection for the brand.

Related article: Lady Gaga Debuts Hedi Slimane’s First Céline Bag in Paris

As for what Celine’s first three Instagram posts, which all feature gold, glittering fabric, mean for the brand remains to be seen:

View this post on Instagram

LE NOUVEAU LOGO S'INSPIRE DIRECTEMENT DE CELUI, HISTORIQUE, DES ANNÉES 60. ⠀⠀⠀⠀⠀⠀⠀⠀ LA TYPOGRAPHIE EST MODERNISTE, DATANT DES ANNÉES 30. ⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀ L'ACCENT SUR LE "E" DISPARAIT PAR SOUCI DE RÉDUCTION ET DE PURETÉ, A L'INSTAR DES COLLECTIONS DES ANNÉES 60. ⠀⠀⠀⠀⠀⠀⠀⠀⠀ L'ESPACEMENT ENTRE LES LETTRES A AUSSI ÉTÉ ÉQUILIBRÉ, LES LETTRES RAPPROCHÉES. ⠀⠀⠀⠀⠀⠀⠀⠀⠀ LA MENTION "PARIS" TRÈS PRESENTE HISTORIQUEMENT, REVIENT DE MANIÈRE INSTITUTIONNELLE SUR LE NOUVEAU CONCEPT PACKAGING ET SUR LES GRIFFES DES NOUVELLES COLLECTIONS. ⠀⠀⠀⠀⠀⠀⠀⠀⠀ LA MENTION "PARIS" NE FIGURERA PAS SUR LES CAMPAGNES PUBLICITAIRES INTITULÉES "CELINE". ⠀⠀⠀⠀⠀⠀⠀⠀⠀ #CELINEBYHEDISLIMANE

A post shared by CELINE (@celine) on

This article originally appeared on Harper’s BAZAAR US.