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.