The Lanvin fashion house is entering a new phase in its development. As the specialist media WWD reported on Thursday, the company has announced the appointment of Barbara Werschine as managing director, a strategic decision that is intended in particular to prepare for expansion into the lifestyle market.
Barbara Werschine previously worked as managing director at cashmere specialist Eric Bompard. According to Lanvin, during her four-year tenure she “successfully modernized the brand and optimized its financial performance.” Her professional career also includes the position of director of leather goods collections at Hermès as well as various management and development roles at the fashion houses Zadig & Voltaire, Celine and Louis Vuitton.
She succeeds Andy Lew, who has held the position since July 2025. Barbara Werschine will also take on areas of responsibility that were previously handled by Siddhartha Shukla. He left his role as deputy managing director last March after leading a strategy to elevate the oldest haute couture maison in Paris.
According to information published by WWD, Barbara Werschine’s strategic direction includes, among other things, the expansion of the men’s fashion offering and the development of coherent brand extensions, particularly in the areas of home and lifestyle.
In the 2025 financial year, the brand recorded a decline in sales of 30 percent to 58 million euros. Lanvin Group attributed this decline to the ongoing repositioning of the brand and the optimization of its distribution network.
This article was created using digital tools translated.
FashionUnited uses artificial intelligence to speed up the translation of articles and improve the end result. They help us to make FashionUnited’s international reporting quickly and comprehensively accessible to a German-speaking readership. Articles translated using AI-based tools are proofread and carefully edited by our editors before they are published. If you have any questions or comments, please email [email protected]