Fauré Le Page Doesn't Identify As A Luxury Brand—Why That Matters

Forbes

14 hours ago

The Ladies First Bag is the Parisian Chic House's new, all-leather piece.
It's rare for a heritage fashion house to dismiss the luxury label outright—especially one with 300 years of history. Yet at the recent Manila launch of Fauré Le Page's Ladies First bag, Augustin de Buffévent, the brand's Artistic & Communications Director, was quick to reject the term. 'We have nothing to do with luxury,' he stated in a matter-of-fact tone. 'We are a Parisian chic house and I am not at ease with the concept of luxury. To me, it doesn't mean anything anymore.'
That distinction matters. Across Asia, brands are being forced to rethink what luxury actually means. According to a report, 87% of consumers now favor timelessness over trends while 80–92% rank material quality and craftsmanship above brand prestige when defining luxury. Meanwhile, the industry faces a reckoning with another industry report estimating the loss of some 50 million luxury buyers last year as inflation eats into purchasing power.
In that context, Fauré Le Page's position feels less rebellious than it does well-calculated.
The Ladies First bag marks a quiet milestone for the house. It's their first all-leather line, made from full-grain Armure Leather inspired by 18th-century cuirasses. The silhouette is structured but feminine, blending heritage with ease. Barrel-shaped clasps and bullet-like zipper pulls are subtle nods to the brand's origin as a purveyor of firearms to French nobility—though de Buffévent is quick to clarify: 'It's not a weapon. It's a weapon of seduction.'
There's no rush here. Unlike fast‑fashion cycles or trendier labels vying for virality, Fauré Le Page plays a long game. 'Long-lasting items take time. We don't follow the crazy rhythm of fashion,' says de Buffévent. With rigorous 'torture tests' built into production, each bag is crafted to last—preferably a decade or more. He beams, 'I'm proud when I see someone carrying the same bag after ten years. Even more when my daughters steal bags from my wife.'
I'm proud when I see someone carrying the same bag after ten years. Even more when my daughters steal bags from my wife.
This slow‑craft approach aligns with evolving consumer behavior. A recent study found that 87% of luxury buyers across China, Japan, and Southeast Asia now prioritize quality, craftsmanship, and long‑term value over mere brand prestige, underscoring the rising demand for meaningful, substance‑driven luxury.
The timing couldn't be more relevant. Some of the industry's biggest players have faced criticism over quality despite hiking prices. In May of this year, a TikTok user went viral after claiming that the straps of her Goyard St. Louis PM tote melted during a warm spring day, leaving stains on her shirt and questions about the bag's durability. It wasn't even summer yet. Incidents like this are fueling conversations about whether today's 'luxury' still lives up to the name. Other labels haven't been spared either: Chanel's classic flap bags have drawn complaints over uneven stitching and delicate leather, while Prada's nylon pieces have been criticized for fraying seams and faulty zippers after minimal use—all despite repeated price hikes in the last few years.
So, who is the Ladies First bag made for? Forget demographics. 'I hate the term 'fashion victim,'' de Buffévent says. 'Women should create their own style. This bag is the perfect accessory for that.' With its sturdy form, refined detailing, and rich symbolism, it's less about signaling wealth and more about wearing conviction.
At the launch of Fauré Le Page's Ladies First bag in Manila. Nikki Huang (Rustan's Commercial Group Merchandising Consultant), Augustin de Buffevént (Fauré Le Page Artistic & Communications Director), Anton Huang (SSI Group President) and Stephanie Chong (Fauré Le Page Philippines General Manager)
Rather than chasing the new, Fauré Le Page refines what's already timeless. 'We're not in the fashion business,' he reiterates. 'Quality is at the heart.' And for a growing number of buyers, that's where real luxury now lives.
In a market bloated with disposable 'It' bags and seasonal logo drops, Fauré Le Page offers a slower and sturdy alternative: one that values craft over clout, style over spectacle. With Ladies First, they are launching a new silhouette while sending a message. For those who are done with flash and ready for substance, this may be the new standard of luxury.