When former Celine creative director Phoebe Philo left the luxury brand, the logo’s accent apparently followed suit.

Hedi Slimane, the new creative director of Celine, dropped the new 1960s-inspired logo for the fashion house on Sunday, subtracting space in between letters and removing the noticeable accent atop the first E “to enable a simplified and more balanced proportion,” says the all-caps entry on the brand’s Instagram post. In addition, the word “Paris” will be reinstated on clothing and packaging, but will not appear beneath the logo on campaigns.

THE NEW LOGO HAS BEEN DIRECTLY INSPIRED BY THE ORIGINAL, HISTORICAL, VERSION THAT EXISTED IN THE 1960’S.⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀ THE MODERNIST TYPOGRAPHY USED DATES FROM THE 1930’S. ⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀ THE ACCENT ON THE “E” HAS BEEN REMOVED TO ENABLE A SIMPLIFIED AND MORE BALANCED PROPORTION, EVOKING THE CELINE COLLECTIONS OF THE 1960’S WHERE THE ACCENT WASN’T USED OFTEN. ⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀ THE SPACING BETWEEN THE LETTERS HAS BEEN BALANCED OUT AND THE LETTERS HAVE BEEN BROUGHT CLOSER TOGETHER. ⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀ THE 1960’S VERSION OF THE LOGO INCLUDING THE WORD “PARIS”, WILL BE REINSTATED WITHIN THE CLOTHING AND ON PACKAGING, HOWEVER “PARIS” WILL NOT APPEAR BENEATH THE LOGO ON CAMPAIGNS. ⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀ #CELINEBYHEDISLIMANE

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The brand also purged its Instagram account, retaining only posts since the announcement over the weekend. With its 1.4 million followers, Celine’s reboot has certainly drawn sizable attention from fans, who are reportedly divided on the logo’s transformation. This comes as no surprise because Slimane has a track record of sparking controversy for high-end luxury brands, as he was also responsible for removing “Yves” from Yves Saint Laurent in 2012 when he served as creative director.

But Slimane’s Celine started attracting attention even before the logo change. Lady Gaga made headlines last week with the sheer act of carrying a black bag. As it turns out, the bag was no ordinary bag but a preview of what’s to come from Celine with Slimane at the helm.

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We’re certain this is just the beginning of the brand’s fresh start as we eagerly anticipate Slimane’s first collection for Celine later this month at Paris Fashion Week on September 28.

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