Lanvin Will Become the ‘French Michael Kors’

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Only days after deposing former creative director Bouchra Jarrar, Lanvin has announced a new creative director to take her place. Following her 16-month tenure, Olivier Lapidus will succeed Jarrar at the helm of the ailing brand. Profits have steadily been tumbling after the departure of legendary designer Alber Elbaz in 2015. The house saw a 23% fall in revenue in 2016.

Compounding it’s troubles are a lack of supporting resources, Lanvin is one of the last French heritage houses to remain independent from fashion conglomerates like Kering and LVMH. According to Business of Fashion, the owner’s game plan is to dilute the brand by making it akin to mid-line companies like Michael Kors. By widening the houses’ accessibility they hope to see a rapid jump in profits.

Changes appear to be underway already. The offices are still in Jeanne Lanvin’s original atelier, which opened on the Boissy d’Anglas in 1889. At the end of the year, they will leave that space and move into a corporate office park on the outskirts of Paris. It remains to be seen if Lapidus can reverse the storied brand’s downward spiral, but if everything goes according to plan you’ll soon see Lanvin at the local mall.

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