Ba&sh spotlighted its handbag range on bus shelters, at Paris Métro exits, and in magazines in September to mark the launch of its Youyou model. It’s a category that’s booming in French premium fashion, strengthening year after year. Having worked at Louis Vuitton , Marc Jacobs and, more recently, Chloé , Hélène D'Auriac now oversees the expanding accessories range for the brand founded by Barbara Boccara and Sharon Krief in 2003. For FashionNetwork.com , she analyses this market and outlines her approach to continuing to grow these offerings.

FashionNetwork.com: In September, you launched the Youyou bag, with a highly visible campaign fronted by Abby Champion, notably on the façade of Galeries Lafayette.

Hélène D'Auriac: The Youyou resonated immediately. It was a surprise

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