LVMH has signed a deal with rising French couture label Maxime Simoens, offering the brand financial backing and strategic advice. Rumours about a possible acquisition emerged in April last year, but this is the first time that the luxury conglomerate has confirmed the news.
Dior CEO Sidney Toledano will provide coaching to the designers’ team, covering business, strategy and operations. LVMH also said that the French fashion house will show its ready-to-wear line during Paris Fashion Week for the first time on March 3, also introducing footwear and handbags to its product offering.
“I’m delighted by the support that the LVMH group is offering me,” said Simoens. “This partnership endorsement will allow the house to develop my creative vision internationally. It’s like a new kick off!”
A press release described the company’s restructuring as “a rebirth”, with changes made to accelerate the “development of this young talented French designer”. The 28-year-old completed apprenticeships at legendary luxury labels such as Christian Dior, Elie Saab, Balenciaga and Jean Paul Gaultier, before launching his couture label in 2009. After two presentations, he was welcomed officially to the Paris couture schedule – the first designer to become a member of French Fashion Federation without having held a catwalk show. He is known for his fluid silhouettes and modern elegant take on femininity. Thanks to Ella Alexander and vogue.uk for the news.