It’s a new era for A.P.C.

The French brand has appointed Ludivine Poiblanc as artistic director. Poiblanc is a stylist and creative director best known for her contributions to major publications like WSJ Magazine and advising fashion houses on product and visual identity. Her commercial work includes Zara, Lanvin, and Calvin Klein. In Poiblanc’s new role, she will shape the brand’s “image and visual universe”, according to a brand statement.

A.P.C., which stands for Atelier de Production et de Création, was founded in 1987 by Jean Touitou and focuses on effortlessly cool, timeless clothing and accessories, including its popular Japanese selvedge denim. “Not only has Ludivine 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 to A.P.C.’s adventure, respectful of the past and imaginative for the future,” Jean said, who has been leading the brand with his wife Judith Touitou, A.P.C.’s artistic director for nearly 30 years.

The creative shift comes three years after a change in ownership. In 2023, the Touitous sold a majority stake in the company to L Catterton, the private equity firm backed by LVMH, whose investments include Birkenstock, Ganni, Etro and Polène. Joël Sraer has been leading A.P.C. as CEO since the acquisition. The Touitous have remained involved in the brand, where they retain a minority ownership (they currently own a stake of approximately 15%). Judith Tuitou left the artistic direction in July 2024. The appointment of an artistic director comes as the label goes through a restructuring; over the winter, reports surfaced that A.P.C. was dealing with cash flow issues and planned to downsize. (The company declined to comment on the reports.) Its annual revenue has remained “close to the value” of 2023, meaning approximately €100 million, the company said.

“I am delighted to welcome Ludivine to this next exciting chapter at A.P.C.,” Stephanie Phair, who has been president of A.P.C. since October 2025, said in a statement. “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.”

Poiblanc is based between Paris and New York. She will present her debut collection at the Milan showroom on May 20, as well as at the A.P.C. headquarters on Rue Madame in Paris on June 15. “Joining A.P.C. as artistic director and continuing Judith and Jean Touitou’s legacy is a unique opportunity,” Poiblanc said. “I’ve always been drawn to its radical simplicity — an archetypal wardrobe shaped by a quiet sense of dissidence and a distinctly French attitude.”