Name change: Paco Rabanne has dropped the ‘Paco’, becoming rabanne.

The announcement marks a new era for the French fashion house, which soon celebrates its 60th anniversary. “This name change is accompanied by a high-impact new visual identity and logo, which pay tribute to Monsieur Rabanne’s avant-garde legacy and respect the brand’s trailblazing heritage,” read the accompanying press release.

Written in a smooth silhouette and lowercase letters, the new logo draws from the brand’s archives, taking inspiration from its first fragrance, Calandre, launched in 1969. Alongside the new logo, rabanne launches a new make-up range and “one-brand” strategy, solidifying the vision of designer Julien Dossena who has been in his role since 2013.