Looking to Make a Fresh Start, A.P.C. Names Ludivine Poiblanc Artistic Director

Poiblanc’s debut collection will land at the brand’s Milan showroom on May 20, and in Paris at Rue Madame on June 15.​Poiblanc’s debut collection will land at the brand’s Milan showroom on May 20, and in Paris at Rue Madame on June 15. 

LONDON — Ludivine Poiblanc has been named artistic director of French clothing label A.P.C., and will present her first collection in the next few weeks. It will debut at the brand’s Milan showroom on May 20, and in Paris, at Rue Madame, on June 15.

Poiblanc, a French stylist and creative director who is based between Paris and New York, has consulted for fashion houses on projects ranging from product development to visual identity and contributed to titles including WSJ Magazine, Vanity Fair and Harper’s Bazaar.

She is the first artistic director to come from outside the company, which was launched in 1987 by Jean Touitou.

The house, known for its raw denim, has since grown into a full collection of clothing and accessories for men and women. Over the years it has established a strong cultural presence, forging collaborations with brands including Lacoste, Carhartt, A Bathing Ape and Sacai.

Stephanie Phair, president of A.P.C., said Poiblanc was joining the brand as it embarks on new chapter.

“The business is focused on targeted growth by continuing to bring to life what makes A.P.C. unique in the market, its deep heritage in denim and accessories, and a ready-to-wear offering that speaks to a customer with a point of view,” Phair said.

Jean Touitou said Poiblanc “has shown her genuine talent as a stylist through her impressive career, but her personality, personal style and wit make me confident that she will embody the brand I founded in 1987, and write a new chapter in A.P.C.’s adventure, respectful of the past and imaginative for the future.”

Poiblanc described the job as a “unique opportunity,” and said she would continue the legacy of Jean and Judith Touitou, who until now have been creating the collections with an in-house team of designers.

“I’ve always been drawn to A.P.C.’s radical simplicity, an archetypal wardrobe shaped by a quiet sense of dissidence and a distinctly French attitude,” Poiblanc said.

Based in Paris, A.P.C. has an international presence with stores in cities including New York, Los Angeles, London, Tokyo, Hong Kong, Sydney and Berlin.

It has been majority owned by L Catterton since 2023, with Jean and Judith Touitou holding a significant minority stake.

The brand was hit hard by the COVID-19 pandemic, and has since been working with L Catterton to move forward and to strengthen the brand’s close connections to the worlds of art and music.

At the time of the acquisition, L Catterton said A.P.C. had revenues of just over 100 million euros. Eduardo Velasco, a partner in L Catterton Europe, told WWD that the figure could be five times bigger.