9 months ago
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Despite recent evidence to the contrary, the celebrity-beloved handbag brand Aupen is decidedly not dead. In fact, it’s just become a first-of-its-kind partner of LVMH.
Rather than an acquisition or a traditional financial investment, LVMH’s backing of the brand will be based on resources through its Métiers d’Art initiative, as announced on Wednesday. Launched in 2015 to preserve traditional craftsmanship and best-in-class manufacturing techniques, LVMH Métiers d’Art has since made several acquisitions to build out a portfolio of heritage companies specializing in metalworking, textile production and tanning, among other trades.
“For a normal brand, it’s really hard to establish the relationships [needed] to work with the best-in-class Parisian craftsmen and factories, because they’re all owned and monopolized by Hermès, Chanel or LV,” said Nick Tan, Aupen’s head of operations and communications. “Getting the access and the advisory to be able to craft higher-quality items is the main [benefit] of this partnership.”
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