LVMH Small Brand Revivals: Pucci to Loro Piana
When LVMH put Camille Miceli into the artistic director seat at Pucci on 1 September 2021, three months after taking the house to 100% ownership, it ignored the conventional luxury wisdom about reviving a small brand: the appointment was a twenty-four-year accessories insider — Chanel PR, Louis Vuitton costume jewellery, Dior fine jewellery, Vuitton accessories — for a Florentine house no celebrity creative director had managed to fix in two decades. That single hire is the cleanest single-line statement of the lvmh small brand revivals playbook between 2020 and 2026: at the level of Pucci, Loro Piana, Nina Ricci, Berluti and the long Fendi-second-line, the group does not buy outside celebrity; it promotes from within, often from the accessories or operating side, on the bet that someone who already knows the machine will outrun anyone who has to learn it. ...