While us regular folk are still working out how the new crunch budget is going to affect our Sainsbury’s budget, over in luxuryland, things are booming. Having posted bumper profits throughout the recession, multinational fashion brand conglomerate LVMH (the company behind luxe brands including Moet, Louis Vuitton, Givenchy and Marc Jacobs) has decided its time to add another label to its bursting roster.
CEO of LVMH Bernard Arnault, announced the re-launch of heritage trunkmakers Moynat last year and the label’s first store located on Paris’ uber-hip Rue Saint Honore (the street on which fashion concept boutique Collette and Hotel Costes – a favourite of the fashion set - is located). Having appointed Ramesh Nair, formerly of Hermes, Christian Lacroix and Yohji Yamamoto, the brand which was founded in 1849 is becoming the new luxury brand on everyone’s lips.
The debut collection offers a selection of ultra-minimal beautifully made totes, all finished with a Parisian je ne sais quoi. The simple Paradis ‘city bag’ made from satin calfskin leather is offered in three sizes and chic colourways, while the sinuous Pauline in Taurillon Gex leather is a definite investment buy. All bags are discreet with the vast majority missing the scream loud logos of Moynat’s competitors – although the brand does sport its own heritage Moynat initial canvas, soon to be rivaling Goyard’s logo shoppers.
What is most exciting is the relative secrecy that has surrounded the Moynat relaunch. Banning all bells and whistles, LVMH have opted to quietly introduce the brand and lets it’s fans find the bijou store by word of mouth. With no plans for aggressive expansion or online availability, the Moynat store is set to become one of the most fiercely protected stops on the fashion editor’s Paris address book – so just remember you heard it here first.
by Katherine Ormerod