The Tamesis
This is a new era for APC
The French brand appoints Ludivine Poiblanc as artistic director. Poiblanc is a stylist and creative director known for her contributions to major publications such as wall street journal magazine and provides advice to fashion companies on product and visual identity. Her commercial work includes Zara, Lanvin and Calvin Klein. In Poitblanc’s new role, she will shape the brand’s “image and visual universe,” according to a brand statement.
APC, short for Atelier de Production et de Création, was founded in 1987 by Jean Touitou and specializes in creating stylish, timeless clothing and accessories, including popular Japanese selvage denim. “Ludivine has not only demonstrated her true talent as a stylist throughout her impressive career, but her personality, personal style and intelligence convinced me that she would embody the brand I founded in 1987 and write a new chapter in the APC adventure, respectful of the past and imaginative for the future,” said Jean, who has led the brand for nearly 30 years with his wife, APC artistic director Judith Touitou.
This creative shift comes three years after a change in ownership. In 2023, the Tuitu family sold a majority stake in the company to L Catterton, a private equity firm backed by LVMH, whose investments include Birkenstock, Ganni, Etro and Polène. Joël Sraer has served as APC’s CEO since the acquisition. The Touitous family remains involved in the brand and retains a minority stake (currently holding approximately 15%). Judith Tuitou will resign as artistic director in July 2024. The appointment of artistic director comes as the brand undergoes a restructuring. Over the winter, there were reports that the APC was dealing with cash flow issues and planning to downsize. (The company declined to comment on the reports.) The company said its annual revenue remains “close” to 2023 levels, or about 100 million euros.
“I’m delighted to welcome Ludivine to APC’s next exciting chapter,” said Stephanie Phair, president of APC since October 2025, in a statement. “The business is focused on delivering targeted growth by continuing to deliver on what makes APC unique in the market – its deep heritage in denim and accessories, and ready-to-wear products that speak to customers.”
Poitblanc’s headquarters are located between Paris and New York. She will present her first collection on May 20th at the Milan showroom and on June 15th at the APC headquarters on Rue Madame in Paris. “Joining APC as Artistic Director and continuing the legacy of Judith and Jean Touitou is a unique opportunity,” said Poiblanc. “I have always been attracted to its extreme simplicity – a quintessential wardrobe shaped by a sense of quiet dissent and a uniquely French attitude.”
