Late last week, fashion house Saint Laurent Paris (formerly Yves Saint Laurent) released new logos from its current rebranding, thrusting newly appointed creative director Hedi Slimane back into the fashion world. From 2000 to 2007, Slimane held the position of creative director for the influential and successful Dior menswear line. Upon his departure from Dior Homme, he maintained a lower profile and focused on photography, keeping record of his work in an online diary. Although a divisive decision (many people took to Facebook and Twitter to criticize the changes to the classic fashion house), the rebranding at Saint Laurent has given Slimane precisely what he wants—it generates a refreshed discussion about Saint Laurent and the new leadership. It’s a clever way to keep people guessing about Slimane’s return to fashion.