PARIS — Études Studio has appointed Brice Groulier as chief executive officer as the Paris-based label looks to reinforce its cultural positioning and accelerate growth in accessories.

“We are not redefining the brand, we just want to amplify the message of the brand,” Groulier said. “We want to reinforce the brand positioning as a global cultural and lifestyle brand rooted in art,” he added, calling the new roadmap “ambitious.”

The appointment marks a new chapter after cofounder José Lamali stepped away from the business last June, leaving Aurélien Arbet and Jérémie Egry to lead the brand as a duo. The group also ended its collaboration with French outdoor brand Aigle to refocus on its core label.

Groulier joins from Jacquemus, where he served as chief financial officer, and he previously served as director of supply chain at Lemaire.

The executive said the plan is to build on Études Studio’s positioning at the intersection of fashion, art and publishing.

One major pillar of the strategy is accessories, particularly handbags, which the company aims to grow into a significant revenue driver, to comprise about 50 percent of sales. Currently, accessories are largely driven by caps and headgear, but the brand introduced its first bag — the messenger style Studio — in January and plans to roll out new designs each year going forward.

Études Studio will run its first campaign concentrated on the bag, which will hit media for fall 2026.

Alongside accessories, the company is also looking to strengthen its core ready-to-wear offer, with a renewed focus on outerwear, long a signature of the label.

“Études Studio is an outerwear brand. We all know the bomber, but we have so many outerwear [pieces] that deserve to be shown and to become stars of the brand,” Groulier said.

Études Studio will also add more tailored pieces, as well as expand the leather jacket category as part of the new product strategy.

On the retail front, the brand will relocate its Marais store to a larger hybrid flagship space in the same neighborhood, which will incorporate ready-to-wear as well as a bookstore for its mostly art-world-related titles. It will also host cultural events, including exhibitions, pop-up dining and other experiential programming.

The store is slated to open next January during Paris Men’s Fashion Week.

Beyond retail, Études Studio is also looking to expand its cultural footprint, particularly through publishing and partnerships with art institutions. The brand has already published more than 30 books, such as a collaboration with the Paris Photo fair last November, though it has not historically communicated heavily on this part of the business. Groulier plans to change that, while growing the publishing division further to position the studio as a “curator brand” of artistic projects.

From September, the company plans to roll out a cultural program, including collaborations with galleries and foundations in France and the U.S. Those key partnerships will be announced in the fall.

The shift reflects a broader repositioning of the brand within what Groulier described as “new luxury.”

While the brand had its roots in streetwear, it has outgrown that phase, he said, both in cultural and product terms.

“It could be perceived as a street brand, but it is a designer brand,” he said, pointing to improvements in materials, construction and overall presentation. However, the brand does not plan to raise its price points.

Long term, the U.S. is a key focus for growth.

“North America will be key to driving a significant ramp-up of the brand over the next few years,” he said.

Groulier said the brand will first focus on strengthening wholesale partnerships, with an eye on DTC in the U.S. The brand is planning its first pop-up in New York City, with the first expected in late 2026 or early 2027.

Groulier has also made a series of new hires to support the strategy, with the expanded team expected to be fully in place by June.