How the Oldest Couture House Became Invisible

How the Oldest Couture House Became Invisible Lanvin is the oldest couture house still operating in France, founded in 1889 by Jeanne Lanvin. So how did a brand with that much history become… almost invisible? In this video, we break down the quiet collapse of Lanvin — not a single scandal, but a slow drift into irrelevance: shifting ownership priorities, inconsistent brand codes, and the kind of creative silence that makes culture move on without you. We cover: Why Lanvin’s heritage once gave it real authority (and why heritage alone stopped working) The turning point when Fosun became the majority shareholder in 2018, and what “turnaround ownership” can do to a heritage house The creative gap after Bruno Sialelli left in April 2023, and why Lanvin’s runway presence faded when momentum mattered most The 2024 “heritage rescue” move: Peter Copping appointed Artistic Director, and what his direction is trying to restore The real question: is Lanvin building a modern identity again — or simply trying to sell its past? This is a case study in what happens when a luxury brand loses its point of view: the product may still exist, the name may still be famous, but the brand stops meaning anything. If you love luxury brand breakdowns, fashion business analysis, and the behind-the-scenes strategy that decides who survives, hit subscribe — because this is exactly how iconic houses fade while the lights are still on. Comment below: Can Lanvin actually come back strong… or is