Since the launch of Privé's collaboration with singer Byun Baekhyun, the brand has ultimately developed a concept that would stick to the brand's identity––the idea of collaboration, teamwork, partnership: alliance. Such approach can have the brand connect to different types of market, eventually exposing to a larger demographic by collaborating with multiple artists in the near future. With the success of Privé by BBH partnership, it has become an emphasis into the heart of the brand. Privé is now Privé Alliance.

Privé Alliance's new collection by BBH is available starting November 30th online and at participating retailers.


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Privé Alliance unveiled the first series of Fall 2018 campaign, shot by Giseok Cho. Featuring Privé Alliance's co-creative director's self portrait, the campaign was art-directed by both Danyl Geneciran and Byun Baekhyun himself.


With the new year comes a new crop of Privé Alliance goods. Completely new debuts, yet already a fresh favorite, we're here to focus on the launch of the very first bags in the brand's Accessories collection which hits the online store right now.