Bluemarble is the brand everyone wants more of

Bluemarble is the fashion label bringing a new language to menswear and has quickly become one  of the most talked-about names in Paris. Founded in 2019 by Anthony Alvarez, the brand blends surf and skate influences, early-2000s references, and a multicultural perspective into a bold and  coherent aesthetic. After a standout FW25 show at Paris Fashion Week, Bluemarble continues to gain global traction—from being named an LVMH Prize semi-finalist to landing in top-tier retailers like Selfridges, 24S, and The Webster, the brand has cultivated a following that spans continents. 

Alvarez launched Bluemarble after leaving a career in finance. In Vogue Business, he  explained that his earlier project—a streetwear collective called One Culture—taught him the  practical side of fashion production, including sampling and fabric sourcing. “When I decided to  launch Bluemarble, the vision was already clear, because I had the experience,” he said. That clarity helped the brand make an impact early on. Bluemarble staged its first official runway show in Paris in January 2022 for the Autumn/Winter season. It was backed by KCD and brand accelerator Tomorrow Ltd, which also works with names like Martine Rose and A-Cold-Wall*. Since then, Bluemarble has been selected as a semi-finalist for the LVMH Prize and nominated for the Pierre Bergé Prize at the prestigious Andam Awards. Operating on a modest scale—revenues were reported under €1 million as of 2022—Bluemarble’s  growth has been swift. Sales doubled in 2021, rose again the following year, and the brand’s network of retailers now spans multiple continents. What’s propelled that rise is a design sensibility that refuses to flatten into a trend. Drawing from American pop culture, Filipino-French heritage, and the designer’s own global upbringing, Bluemarble has become a reference point for how menswear can look when rooted in travel, memory, and movement. 

Bluemarble’s appeal lies in its eclectic mix of references and its ability to connect with a new generation of luxury consumers. Alvarez has previously described the brand as a reinterpretation of the Parisian wardrobe—one that blends sportswear, workwear, and tailoring into a cohesive yet unconventional mix. That duality was clear in the FW25 presentation, where Bluemarble shifted from last season’s rave-inspired energy to something more intimate and introspective. Staged in a space styled like a countryside salon, the collection drew inspiration from the French ritual of le goûter—the mid-afternoon snack traditionally shared with family. Guests were seated at rustic dining tables set with pastries by Mory Sacko, while models walked across wooden floors  in a mix of nostalgic and experimental silhouettes. The setting reflected Alvarez’s intent to slow things down and explore themes of comfort, memory, and intergenerational connection. More than just a seasonal pivot, FW25 suggested a shift in tempo for Bluemarble: a brand that’s maturing,  but not mellowing. 

Like many independent labels that emerged just before the pandemic, Bluemarble had to navigate early production hurdles. Alvarez has been open about the challenges of gaining manufacturers'  trust but credits the brand’s resilience to its ability to pivot quickly and stay agile. Alongside its  growing presence in international retailers, Bluemarble has carved out a more personal retail strategy with its appointment-only “secret store” in Paris—a quiet antidote to traditional luxury, where visitors get a behind-the-scenes look at the brand’s world and values. Now, as Bluemarble continues to expand its product categories and refine its visual language, it’s doing more than keeping pace. With each season, the brand proves that its perspective is not only distinct but in high demand. Social media continues to buzz with excitement around what Alvarez and his team will do next, and for good reason: Bluemarble isn’t just one of the most talked-about names in Paris right now—it’s one of the most closely watched, too.