Saint Laurent is a fashion brand launched in Paris by designer Yves Saint Laurent in 1961. It was re-named from Yves Saint Laurent to Saint Laurent in 2012. Though Saint Laurent was first started as Haute Couture brand which was a typical fashion style of premium custom designed clothes, with the release of professional ready-made clothes brand Rive Gauche in 1966, it turned its focus to young street fashion that was mesmerized solely in elegance. By the 20th century, it became a representative brand of the 20th century that stood shoulder-to-shoulder with Christian Dior and Coco Chanel by implementing Le Smoking concept which was known to have liberated women from sexual bias into its Mondrian Collection.