Moynat, the French heritage accessories brand controlled by Bernard Arnault’s family holding company Financière Agache, is looking to court China’s young and affluent fashion consumers with a dopamine-filled Qixi collaboration with celebrity stylist Lucia Liu, the brand’s first -focused creative project. Available from Thursday across selected stores in China, the sees Liu reimagining the brand’s Duo BB bag in gray and pink, adorned with bows or motifs of albizia flowers, butterflies and acacia beans, symbols of love and joy in traditional Chinese culture. Bertrand Le Gall, director of image and communications at Moynat, who joined the brand six months ago from Mugler, where held the same title for almost four years, said the collaboration with Liu is a key component of his mission of finding a new expression for the storied house, which would be achieved by a series of crossovers with “special forces” in the creative field.
“It’s a signal that we are moving forward. It’s very important for me and for the house to build a relationship with creatives,” Le Gall said. “Having this collaborative mindset and having something that’s not just an off-one gig, are as meaningful for the product as they are for the house.
“The first one that I called was Lucia. I met her while she was in Paris for the couture show in January. Talking to her about the project and what I had in mind, and she accepted very gracefully,” recalled Le Gall, adding that the outcome.