News
On what would have been Virgil Abloh’s 44th birthday, LVMH announced the sale of Off-White LLC, the brand founded by Abloh, to Bluestar Alliance, a New York-based brand management firm. This transaction marks a significant turning point for the luxury streetwear label known for blending high fashion with street culture.
Originally, LVMH acquired a 60% stake in Off-White in 2021 as part of a strategic move to incorporate Abloh’s visionary approach into the broader luxury market. However, without Abloh’s leadership following his death in 2021, Off-White struggled to maintain its unique cultural influence and relevancy. Attempts to reset and reposition the brand under new creative director Ibrahim Kamara did not achieve the desired connection with its core customers.
Bluestar Alliance, known for managing and revitalising consumer brands through licensing and retail expansion, is set to take Off-White in a new direction. The acquisition raises questions about the future of Off-White’s luxury positioning, as Bluestar’s model often involves broader distribution, potentially diluting the brand’s exclusivity.
Bluestar’s CEO, Joey Gabbay, expressed commitment to honouring Abloh’s legacy while leveraging the brand’s global appeal. Their strategy focuses on maintaining Off-White’s cultural momentum while opening it up to a wider market. Critics, however, express concerns that this shift could undermine the distinctive brand identity that Virgil Abloh meticulously built.
“Abloh’s ability to fuse street culture with high fashion has laid a powerful foundation that aligns with our vision of fostering innovation while embracing diversity, and the opportunity to provide strategic investment and build upon our global network of resources will allow for the continuation of the cultural and creative momentum that Virgil ignited, one that Bluestar Alliance is committed to carrying forward.”
The sale highlights LVMH’s broader strategic adjustments, as they continue to reposition their brand portfolio, including recent movements with Moncler. While the specific terms of the Off-White deal remain undisclosed, the acquisition plays into a larger narrative of the evolving nature of luxury brands in adapting to commercial and cultural trends.
The future of Off-White’s creative direction remains uncertain. The brand’s journey under Bluestar Alliance will test whether Abloh’s original vision—rooted in authenticity and cultural relevance—can survive and thrive in a commercial setting.
