What's Happening?
Études Studio, a Paris-based menswear brand, has appointed Brice Groulier as its new Chief Executive Officer. Groulier, who previously served as Chief Financial Officer at Jacquemus, is set to lead the
brand in reinforcing its cultural positioning and accelerating growth, particularly in accessories. The brand aims to amplify its message as a global cultural and lifestyle brand rooted in art. A significant part of the strategy involves expanding the accessories line, with a focus on handbags, which are expected to become a major revenue driver. The brand plans to launch its first campaign centered on its new bag designs in fall 2026. Additionally, Études Studio is looking to strengthen its ready-to-wear offerings, with a renewed focus on outerwear and tailored pieces. The brand will relocate its Marais store to a larger flagship space, incorporating a bookstore and hosting cultural events. The store is scheduled to open in January during Paris Men's Fashion Week.
Why It's Important?
The appointment of Brice Groulier as CEO marks a strategic shift for Études Studio, aiming to position the brand within the 'new luxury' segment. This move is significant as it reflects the brand's transition from its streetwear roots to a more designer-focused identity, emphasizing quality and cultural engagement. The expansion into accessories, particularly handbags, is expected to significantly boost revenue, potentially comprising 50% of sales. The focus on the U.S. market for growth highlights the brand's ambition to increase its international footprint, with plans for pop-up stores and strengthened wholesale partnerships. This strategy could enhance the brand's visibility and influence in the competitive fashion industry, particularly in North America.
What's Next?
Études Studio plans to roll out a cultural program starting in September, including collaborations with galleries and foundations in France and the U.S. These partnerships will be announced in the fall, aiming to position the studio as a 'curator brand' of artistic projects. The brand is also preparing for its first pop-up store in New York City, expected in late 2026 or early 2027. Groulier has made several new hires to support the strategy, with the expanded team expected to be fully operational by June. These developments indicate a robust plan to enhance the brand's cultural footprint and market presence.
Beyond the Headlines
The strategic repositioning of Études Studio within the 'new luxury' segment reflects broader trends in the fashion industry, where brands are increasingly merging cultural engagement with product offerings. This approach not only differentiates the brand but also aligns with consumer preferences for authenticity and cultural relevance. The emphasis on publishing and art partnerships underscores the brand's commitment to being more than just a fashion label, potentially influencing industry standards for brand identity and consumer engagement.
