Heritage luxury brand MOYNAT re-writes the rules while maintaining a strong DNA (Exclusive Interview)

How would you define the DNA of Moynat? Discreet elegance, the permanent search for excellence, playful audacity and exclusivity.

The Maison stands out through a recognizable signature style – treatment of curves and colors, Art Deco closures and locks- , very unique sources of inspiration that are automobile, theater, Paris and imaginary travel, the exceptional quality of leather and the virtuso craftsmanship of our artisans. We do enjoy making creatively designed contemporary objects, made with exceptionally fine craftsmanship.

Is there an ‘effortless luxury’ which may be associated with Moynat when it comes to awareness and branding? Or rather ‘exclusive’ / ‘for connoisseurs’ only?

A Moynat bag is handcrafted and very intricate. You do not buy it because of a trend, you buy it because you fall in love with the design, quality, material, exclusivity. Our clients carry our bags quietly and come back for the sheer love of the House, our design, our service and because our bags last. Our bags are not fashion accessories but precious and timeless companions that are yours because of the way you carry and treat them.

How has product developed changed (if in any way) in the recent years? Do you have a certain consumer profile in mind or trends? 

Our Artistic Director, Ramesh Nair, mixes continuity and change; he keeps on adapting to the modern world and integrating innovation in craftsmanship. Our bags are made using age-old techniques, sometimes even requiring the revival of lost techniques, but they are adapted in ways that reflect the modern age. Moynat continues to use leather marquetry, angle stitching and wood sculpting to make the Mini Vanity , a Mini Limousine Trunk or a playful Train pouch. When it comes to product development, we are patient; we do not believe in short cuts but in hard work and the absence of compromise. Ramesh could tell you much more about his 8-year journey to reinvent Moynat.

To what extent Moynat addresses the ‘’old money’ consumer type? 

Our clients have their own preferences, expect exceptional leather and savoir faire, demand great quality of service, close relationships; they value slow, classic and real luxury.

If Moynat was a car, what would the brand be? 

It would have to French, exclusive, elegant and bold. I would say Bugatti. We made several bespoke trunks for Bugatti owners in the 1910 and 1920s.

Your retail expansion has been very carefully planned with few mono-brand stores. However, you implemented certain pop-ups. Tell us more. 

We have directly operated boutiques in 12 major cities. Long term, we should be in 15 cities. A popup can be a playful and interesting experience that can represent your creations in a nice way – that you cannot offer in a permanent boutique.

Your association with celebrities remains quite discreet, only Nicole Kidman being ‘spotted’ on several occasions wearing your bangs. Did she buy them?

Once beloved by Réjane, the belle epoque actress, and today coveted by top celebrities, we have a serious fan following and famous clients who love Moynat but we do not talk much about them. Nicole Kidman is a fan of us, she owns some of our iconic bags and she asked whether we would loan her a Moynat Minaudière to attend the Golden Globes Awards. Of course, we did.

Do you consider diversifying at some point towards an obvious product category such as shoes?

We are a trunk and bag maker, a specialist. We do not intend to diversify. Our clients demand the best in each category. They are more and discerning and aware.

Your association with cars and the innovative spirit have always been associated with Moynat. To what extent you carry on the legacy? Recently you supported a documentary on the Orient-Express train. 

We have a profound respect for tradition and a passion for innovation. Orient Express was a bold, avant garde and daring project that turned into an European success and a timeless name. Many of our wardrobe and cabin trunks traveled on the Orient Express. Supporting the documentary is a way to keep the memory but even more importantly to feed our roots and find inspiration for future projects. The road is not paved in front of us, we have to stay on the edge and look for our next step. Word counter will help you keep track of the number of sentences.

Guillaume Davin is CEO of Moynat, the uber-luxe leather goods brand established in 1849 which is privately owned by Bernard Arnault. Moynat is not part of Arnault’s LVMH Group, and the brand is run as a boutique global atelier.

 

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