Before being associated with its lighters and writing instruments, the house of S.T. Dupont was, from 1872, the trunk-maker to sovereigns and to the influential figures of its time. It is this older part of its history that the House has chosen to revive with APEX, a leather goods collection that reinterprets one of its most emblematic motifs.
The name already states the ambition: apex, the tip, the pinnacle. With this collection, S.T. Dupont transposes for the first time into leather and volume the famous “pointe de feu”, the graphic signature of the house until now associated rather with metal and lacquer. Sculpted in relief, it echoes the goldsmith’s know-how that shaped the House’s reputation, and gives rise to geometric, clean, architectural lines, a world away from more conventional office leather goods.
Conceived at the crossroads of business and lifestyle, APEX offers a contemporary and functional vision of the work accessory. Document holders, briefcases, backpacks and small leather goods make up a wardrobe with a precise, assertive look. At its heart, the Mini Trunk holds a particular place: it reinterprets the cases that Simon Tissot Dupont once made for the men and women of influence of his time, in a resolutely current version.
To embody this new chapter, S.T. Dupont chose to step outside the expected codes of the suit and tie. The campaign features the artist and musician Pacôme Denim, far from the usual figures of the business world. The choice is not incidental: it expresses a precise idea of what the relationship to work should become for the generation the House wishes to reach, the one for whom the office is no longer a fixed space but a place of creation, ambition and personal expression.
Between architecture, light and movement, the campaign draws a free allure, in which the codes of the professional wardrobe are reinvented without being renounced. A way for S.T. Dupont to assert, with APEX, a more graphic and freer vision of style, which must now coexist with the more muted heritage associated with its name for a century and a half.
It remains to be seen whether this rethought leather goods line will convince a clientele that still largely associates the House with the pocket object rather than with the long-haul work accessory.
Also on Luxsure: S.T. Dupont makes patina the raw material of a men’s collection · Bell & Ross × S.T. Dupont: when lacquer speaks to watchmaking · S.T. Dupont, the surface as gesture · Bell & Ross and S.T. Dupont: when the watch becomes an object of ritual
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