Lanvin Group officially unveiled its new brand identity Monday, after changing its name from Fosun Fashion Group in October.

The new brand identity includes a new logo that differs from the heritage feel of its Lanvin brand logo. The group joins a cohort of other luxury players in recent years, including Burberry and Balmain, that have embraced sans-serif capital letters. The Lanvin brand serifs remain, however, and a spokesperson told BoF there was no plan for an immediate change in the Lanvin brand logo or visual identity. A new group website also went live on Monday.

“This new identity speaks to our strong belief in authenticity, creativity, craftsmanship, innovation and inclusivity on a shared platform. We see tremendous potential for Lanvin Group and its growing portfolio of brands to expand as the global luxury industry continues to show robust growth, both in Western markets as well as the fast-growing China market,” said Lanvin Group chairman, Joann Cheng, of the changes.

Lanvin Group’s portfolio of heritage brands include French couture house Lanvin, Italian luxury shoemaker Sergio Rossi, Austrian innerwear specialist Wolford, American womenswear brand St. John Knits, and Italian menswear maker Caruso.

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