A.p.c. bets on ludivine poiblanc to revitalize heritage denim brand

French luxury brand A.P.C. has made a bold move, appointing stylist and creative director Ludivine Poiblanc to helm its artistic direction. The appointment signals a significant shift following a recent ownership change and addresses reported cash flow concerns.

A fresh vision for a timeless icon

Poiblanc, known for her work with WSJ Magazine and advising houses like Zara and Calvin Klein, will be tasked with defining the brand’s ‘image and visual universe.’ This comes after L Catterton, backed by LVMH, acquired a majority stake in the company in 2023, marking a new chapter for the 1987-founded atelier, originally conceived by Jean Touitou.

The transition isn’t without context. The Touitous, who had led A.P.C. for nearly three decades, recently ceded control, retaining a minority ownership – approximately 15% – while Judith Touitou stepped down from her artistic role in July 2024. Reports surfaced over the winter suggesting a period of instability, with the company reportedly implementing downsizing measures.

A legacy of quiet rebellion

“Not only has Ludivine shown her genuine talent as a stylist through her impressive career, but her personality, personal style, and wit make me confident that she will embody the brand I founded in 1987, and write a new chapter to A.P.C.’s adventure, respectful of the past and imaginative for the future,” Jean Touitou stated. The brand, renowned for its effortlessly cool Japanese selvedge denim, is now focused on targeted growth, emphasizing its heritage and ready-to-wear offerings – a strategy spearheaded by president Stephanie Phair.

Poiblanc, who operates between Paris and New York, is slated to unveil her debut collection at the Milan showroom on May 20th and at A.P.C.’s Rue Madame headquarters in Paris on June 15th. Her vision? “Joining A.P.C. as artistic director and continuing Judith and Jean Touitou’s legacy is a unique opportunity,” she explained. “I’ve always been drawn to its radical simplicity — an archetypal wardrobe shaped by a quiet sense of dissidence and a distinctly French attitude.”

The company’s annual revenue remains close to €100 million, marking a stable foundation for this strategic realignment.