By now, I’m sure we all know that new Creative Director of YSL, Hedi Slimane, has gone about rebranding the brand. First he unveiled a new logo, which caused a huge stir in the fashion industry. Next, he went about revamping the entire YSL website. And then there were the Paris Fashion Week shenanigans that ranged from disinviting fashion editors, to moving them from their usual spot in the coveted First Row into the second, and some editors were even given standing ticket, and now backstage photos were allowed at the Spring/Summer 2013 show. Oh, and of course, who could ever forget that Cathy Horyn incident.

So let’s make things clear, because if you don’t then perhaps you might find yourself in a whole lot of  trouble with the YSL PR reps. The brand is to be referred to as “YSL”, the House as “Saint Laurent Paris”, and the collections are simply “Saint Laurent”.

With that now out of the way, here’s the Spring/Summer 2013 series of 10 Ad Campaign images shot by Slimane, starring supermodel Anja Rubik.

Images via YSL