LVMH Sells Off-White to Bluestar Alliance

LVMH has officially sold the Off-White brand to Bluestar Alliance LLC, a U.S.-based brand management firm, in a deal announced on September 30, 2024. This marks the end of LVMH’s ownership of the streetwear brand, which has long stood at the intersection of luxury and high fashion since its inception by the late Virgil Abloh.

LVMH’s acquisition of a 60% stake in Off-White in 2021 firmly positioned the brand within the luxury sector, aligning Abloh’s vision with the conglomerate’s other prestigious names such as Louis Vuitton and Dior. However, this sale to Bluestar Alliance marks a significant shift for Off-White as it enters a new phase under different management.

Bluestar Alliance, known for managing and revitalizing brands like Hurley, Bebe, and Tahari, has a strong reputation for reviving struggling companies. With Off-White, this could signal a fresh direction, particularly in distribution and accessibility. Historically, Bluestar has expanded its brands into broader markets through mass retail and licensing deals, which raises the question of whether Off-White will maintain its exclusive, high-end positioning or become more accessible to mainstream audiences.

The biggest concern for Off-White’s loyal followers is whether the brand will retain its cultural cachet under Bluestar’s ownership. Off-White’s success has relied heavily on its ability to stay both innovative and exclusive—qualities that don’t typically align with Bluestar’s traditional brand management strategies. However, there is potential for Off-White to broaden its reach while keeping its edge. Bluestar’s experience with mass distribution could open up new markets for the brand, especially in regions where Off-White has yet to establish a strong presence. Additionally, Bluestar’s focus on collaborations and licensing could pave the way for new product categories, ensuring the brand remains relevant in today’s fashion landscape.

This transition marks a new chapter for Off-White, one that will undoubtedly be closely watched by the fashion world.