In a significant shift for the fashion world, LVMH has sold its majority stake in the Off-White brand, originally founded by the late designer Virgil Abloh, to Bluestar Alliance. The sale marks a new chapter for the label, which rose to fame under Abloh’s creative direction, blending streetwear and luxury fashion.
Bluestar Alliance, a brand management firm known for revitalizing iconic labels, will oversee Off-White’s next phase, expanding its global reach. Despite the sale, LVMH retains its 60% stake in Abloh’s other creative projects, including his role at Louis Vuitton until his passing in 2021.
This deal raises questions about Off-White’s future direction without Abloh’s guiding vision. While Bluestar Alliance is expected to expand the brand’s presence, some industry insiders speculate how closely it can maintain Abloh’s original ethos, which uniquely blended luxury with urban culture.
Abloh’s legacy in redefining modern luxury will continue to influence the brand, but Bluestar’s focus on licensing and global expansion could bring about a new era for Off-White. This move also signals LVMH’s broader strategy of focusing on its core luxury houses while Off-White enters a different trajectory.
As Off-White’s future unfolds under new ownership, the fashion industry will closely watch how the brand navigates its post-Abloh identity in an increasingly competitive luxury landscape.
