Luxury group LVMH is in talks to sell the Marc Jacobs brand, a report in the Wall Street Journal has said.

Potential buyers the report mentioned included Authentic Brands, Bluestar Alliance and WHP Global.

LVMH acquired the brand when its founder, Marc Jacobs, joined the Paris-based group as creative director of Louis Vuitton in 1997.

Speculation about a sale intensified after LVMH published its results for the first six months of 2025. At an investor briefing to discuss the results, the group’s chief finance officer, Cécile Cabanis, said the group would not hesitate to sell brands that it no longer regards as “a good add-on”.

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