By Shaked Yanko
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LVMH has officially sold Off-White LLC, the company behind the renowned Off-White brand, to Bluestar Alliance LLC. This move signals LVMH's pivot towards ultra-prestigious luxury, a space where maintaining a brand that fuses streetwear and high fashion has proven challenging. Off-White, founded in 2012 by the late Virgil Abloh, revolutionised contemporary fashion by blending street culture with high-end luxury, reshaping the public’s perception of traditional luxury and making irony a key component of high fashion. The sale, which occurred on what would have been Abloh’s 44th birthday, marks a symbolic turning point for the brand and its relationship with LVMH.
While financial terms of the deal remain undisclosed, LVMH stock saw a decline of 3.56% (-24.50) following the announcement. Investors may view the divestment of Off-White, a brand known for bridging the gap between streetwear and high fashion, as a potential strategic risk for LVMH, which has been shifting focus to ultra-prestigious luxury labels. In a statement, LVMH expressed pride in Off-White's legacy under Abloh's visionary leadership, emphasising that Bluestar Alliance is committed to maintaining the brand's creative integrity while driving future innovation. Despite this, the sale comes at a time of uncertainty for Off-White, with its licensing agreement under New Guards Group up for renegotiation in 2026. This shared ownership model has complicated the brand’s direction since Abloh’s passing in 2021, leaving questions about its future trajectory under new leadership.
The sale comes on the heels of Off-White’s significant comeback show at New York Fashion Week, the first full collection under creative director Ib Kamara. Many viewed the show as a potential turning point for the brand, which has struggled to find its footing since Abloh’s death. As Bluestar Alliance takes over, industry insiders will be watching closely to see how the brand evolves, particularly as it navigates the complexities of its licensing agreements and finds its place in a rapidly changing fashion landscape.
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