PPR, the owner of some of the world’s biggest luxury brands (Gucci, Yves Saint Laurent, Balenciaga, Alexander McQueen and Stella McCartney), is rebranding itself to help complete a tr ansformation.

From June 18, the business formerly known as PPR (originally Pinault-Printemps-Redoute) will be called Kering (the word has its origins in the Breton language, meaning ‘house’). Kering also unveiled a visual identity includuing an owl logo with a heart-shaped face, and a new tagline “Empowering Imagination.”

Founded in 1963 by businessman François Pinault, the company is now run by his son François-Henri Pinault and has been a publicly-traded entity since 1988. The transition to a luxury holding began with an investment in 1999 in the Italian leather goods specialist and fashion brand Gucci Group.

Kering also own sports brand Puma, and in January this year purchased a 51 percent stake in emerging London design talent Christopher Kane.