Marc-Jacobs

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. ...

Three New York licensors that built their reputations on bankruptcy-court rescues now own Off-White, Marc Jacobs, Reebok, Champion and Ted Baker — a brand management firms luxury portfolio worth roughly $50 billion in combined retail sales that did not exist on the books of Authentic Brands Group, WHP Global or Bluestar Alliance a decade ago. The trade press still files these companies under “licensing”, as though they were the people who sold you a Polo Ralph Lauren towel set in 2004. They are not. Between February 2020 and May 2026 the three firms wrote cheques for Reebok ($2.5B+), Champion ($1.2B), Marc Jacobs (joint venture with G-III Apparel), Ted Baker (£211M) and Off-White (undisclosed, but with LVMH on the other side of the table), and they did it while the European groups they used to circle from a distance were busy selling. ...

On 14 May 2026, LVMH sold Marc Jacobs to an $850M joint venture between WHP Global and G-III Apparel Group, ending a 29-year ownership that began the same year Marc Jacobs was named creative director of Louis Vuitton. The deal closes a chapter of LVMH divestitures that has, since 2020, quietly reshaped the group around three categories — leather goods, jewellery, wines and spirits — while pushing American designer brands, English shirtmakers, and minority creative-founder stakes out of the portfolio. The story is not the Marc Jacobs sale on its own. The story is the pattern: LVMH bought Tiffany, backed Phoebe Philo, and lined itself up for Giorgio Armani while shedding Off-White, Thomas Pink, Stella McCartney, and now Marc Jacobs in roughly eighteen months. ...