On Aura Tout Vu - Maison Haute Couture

What On Aura Tout Vu - Maison Haute Couture does

On Aura Tout Vu is a privately held Parisian haute couture house operating under legal entity PERUN-YL SAS, founded and creatively directed by designers Yassen Samouilov and Livia Stoianova. The house presents seasonal couture collections during Paris Haute Couture Week and runs an appointment-only showroom at 23 Rue de Montpensier, Palais Royal, Paris, complemented by a US showroom, The Residency Experience, on Santa Monica Blvd in West Hollywood. Distribution combines these physical couture touchpoints with a direct-to-consumer e-commerce storefront at onauratoutvu.com that sells ready-to-wear apparel, jewelry, and accessories to fashion-forward consumers globally.

The brand's core technology is handcrafted couture construction executed in its Paris ateliers, combining traditional artisanal techniques with contemporary design. Proprietary techniques include crystal embellishment using Swarovski crystals and Crystal Bohemia rhinestones, pearl work incorporating Swarovski pearls with proprietary coating, brass jewelry plated in 18-carat gold, silver, rhodium, ruthenium, or palladium with nickel content compliant with European allergy standards, and intricate hand embroidery across couture and accessory lines. The product portfolio spans haute couture, women's and men's ready-to-wear, an extensive fashion jewelry collection, silk scarves, hats, sunglasses (cellulose acetate and stainless steel with UV-protective lenses), signature crystal eye patches, leather bags, bow ties, and hair accessories. Sub-brands include OATV Paris and Moulin Rouge by On Aura Tout Vu, a licensed collaboration with the Moulin Rouge Paris cabaret that extends into costume and set design.

Revenue is generated through four primary streams: bespoke haute couture commissions to celebrities and high-net-worth clients (quote-based, multi-year relationships), ready-to-wear e-commerce at standard unit retail pricing with free EU delivery, licensing royalties from the Moulin Rouge by On Aura Tout Vu line, and professional services for costume and set design for ballets, cabarets, and theatrical shows. Marketing is predominantly earned media driven by celebrity placements in music videos (Beyoncé's Black is King, Chaka Khan's Chakzilla), concert tours (Christina Aguilera, Madonna, Beyoncé Cowboy Carter), film/TV productions (Netflix's Emily in Paris, Luc Besson's Anna, And Just Like That), red-carpet editorials, and seasonal runway presentations. The company is GDPR and CCPA compliant, with operations headquartered in France and the legal structure disclosed as a Société par Actions Simplifiée with no external institutional investors or parent company.

Name

On Aura Tout Vu - Maison Haute Couture

Legal name

PERUN-YL SAS

Website

https://onauratoutvu.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

On Aura Tout Vu is a privately held Parisian haute couture house (PERUN-YL SAS) that designs bespoke couture, ready-to-wear, and crystal-embellished jewelry for A-list celebrities and high-net-worth clients. The brand operates Paris and West Hollywood showrooms alongside direct-to-consumer e-commerce, with a Moulin Rouge licensed collaboration.

Ownership category

akta.pro rank

Product category

Haute Couture and Luxury Fashion

NAICS

Clothing and Clothing Accessories Retailers (4581), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Costume Jewelry & Novelties (3960), Retail-Apparel & Accessory Stores (5600), Retail-Women's Clothing Stores (5621)

akta.pro primary industry

Luxury Haute Couture (CRAAAFAB)

akta.pro secondary industry

Luxury Bridal & Occasionwear (CRAAAFAI)

Keywords

• Haute couture fashion
• Designer ready-to-wear
• Luxury fashion jewelry
• Fashion accessories collections
• Bespoke costume design

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Haute Couture Sales: Bespoke haute couture garments and accessories sold directly to high-profile clients and celebrities. These are one-of-a-kind or limited edition pieces with premium pricing.
2. Ready-to-Wear E-commerce: Mass market ready-to-wear jewelry, accessories, clothing, and eyewear sold through their e-commerce platform at standard retail prices.
3. Moulin Rouge Collaboration: Licensed collection under the brand Moulin Rouge by On Aura Tout Vu, leveraging the famous Parisian cabaret's heritage.
4. Custom/Bespoke Commissions: Custom-made pieces for celebrities, performers, and high-profile clients for concerts, music videos, film/TV, and special events.
5. Costume and Set Design: Artistic direction, costume design, and set design for ballets, shows, and cabarets.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

On Aura Tout Vu is a Paris-based haute couture house that designs, handcrafts, and sells bespoke couture garments, ready-to-wear apparel, crystal-embellished jewelry, and fashion accessories. The house maintains Paris-based Palais Royal workshops for couture construction and operates direct-to-consumer e-commerce plus appointment-only showrooms in Paris and Los Angeles, with celebrity and theatrical costume commissions forming a notable secondary stream.

Product overview

On Aura Tout Vu is a Paris-based haute couture house that operates as a unified fashion brand offering multiple interconnected product lines. The core offering centers on haute couture collections presented during Paris Fashion Week, complemented by ready-to-wear lines for men and women. The house also produces an extensive jewelry collection featuring crystal and pearl pieces, along with accessories including silk scarves, hats, sunglasses, eye patches, bags, and bow ties. A significant sub-brand is Moulin Rouge by On Aura Tout Vu, a licensed collaboration with the iconic Parisian cabaret. The house additionally provides custom costume and set design services for ballets, shows, and theatrical productions. All products feature the house's signature aesthetic of elaborate crystal embroidery, dramatic feathers, and avant-garde embellishments.

Differentiator

Problem solved

Functional benefit

Brands

• OATV Paris: Sub-brand under the On Aura Tout Vu house, managed by artistic directors Yassen Samouilov and Livia Stoianova
• Moulin Rouge by On Aura Tout Vu

Products and services

• Haute Couture Collections Bespoke haute couture garments presented at Paris Haute Couture Week, featuring elaborate embroidery, feathers, and crystal embellishment handcrafted in the Palais Royal atelier, available to couture clients by appointment.
• Women's Ready-to-Wear Women's ready-to-wear apparel line including jackets, t-shirts, sweatshirts, tops and blouses, and knitwear sold at standard unit pricing through the On Aura Tout Vu e-commerce platform.
• Men's Ready-to-Wear Men's ready-to-wear apparel line including jackets, t-shirts, sweatshirts, tops, and knitwear (maille) offered in standard sizing and sold through the On Aura Tout Vu e-commerce platform.
• Jewelry Collection Fashion jewelry collection including rings, earrings, bracelets, necklaces, collars, and brooches crafted from brass with 18-carat gold, silver, rhodium, ruthenium, or palladium plating and adorned with Crystal Bohemia rhinestones, Swarovski crystals, Swarovski pearls with crystal core, Bohemian and Venetian glass beads, and seed beads.
• Silk Scarves and Stoles Luxury silk squares (carrés de soie), scarves, and stoles featuring the house's distinctive prints and embellishments.
• Hats Fashion hats crafted with crystal embellishments and premium materials, including felt and fur combinations.
• Sunglasses Eyewear with frames made from cellulose acetate (plant-based) or stainless steel alloy, featuring smoked, gradient, or mirror-finish lenses with optimal UV protection.
• Eye Patches (Cache œil) Signature crystal-embellished eye patches (cache œil) in various designs, famously worn by celebrities as a signature house accessory.
• Bags and Small Leather Goods Leather accessories including bags, small leather goods (petite maroquinerie), and key rings (porte clés) featuring the house's signature crystal embellishments.
• Bow Ties Fashion bow ties available for both men and women, often embellished with crystals.
• Hair Accessories Decorative hair accessories crafted with crystals and premium materials.
• Moulin Rouge by On Aura Tout Vu Licensed collaboration sub-brand creating official Moulin Rouge Paris merchandise including jewelry, accessories, and collectible pieces for the iconic Parisian cabaret.
• Costume and Set Design Services Custom costume design and scenic set creation services for ballets, theatrical shows, cabarets, and performance productions, including the Moulin Rouge collaboration.
• Custom Bespoke Commissions Bespoke commissioned pieces created for celebrities, performers, and high-profile clients for concerts, music videos, film/TV, and special events, produced through Paris atelier handcrafting with premium materials.

Quantifiable outcome

• Presence at Paris Haute Couture Fashion Week every season
• +1 more outcomes

Named customers101 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature4 records

Partnerships

Four partnerships are on record, tiered core, key supplier and flagship.

• Moulin Rouge PariscoreStrategic or Co-development PartnerLong-standing artistic collaboration with the famous Parisian cabaret Moulin Rouge. On Aura Tout Vu handles creative direction and design for the Moulin Rouge by On Aura Tout Vu licensed collection, including jewelry and accessories. Creative directors Yassen Samouilov and Livia Stoianova also provide artistic direction for the cabaret itself.
• The Residency ExperiencecoreChannel Partner/ Reseller/ DistributorExclusive US showroom partnership for celebrity styling, press inquiries, and client appointments. Located at 8460 Santa Monica Blvd, West Hollywood, CA 90069. Manages all US-based showroom operations and press requests.
• Swarovskikey supplierTechnology or IntegrationSupplier of premium crystal components including Swarovski crystals and Swarovski pearls with crystal core. Used extensively in couture jewelry collections. Swarovski's proprietary coating technology provides unique brilliance.
• Sofitel Paris Le FaubourgflagshipStrategic or Co-development PartnerHost venue for the On Aura Tout Vu: Icons exhibition during Paris Fashion Week. Exhibition showcases iconic creations worn by Lady Gaga, Louis and the Yakuza, Zhang Zhehan, and signature couture pieces. Celebrates Parisian craftsmanship and the house's creative vision.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Guo Pei: Chinese-born Paris-based haute couture designer known for extravagant, ornate, hand-embroidered creations. Comparable to OATV in its couture-only positioning, celebrity following (Rihanna's Met Gala yellow gown), theatrical aesthetic, and similar bespoke-to-RTW product architecture.
• Elie Saab: Lebanese haute couture house specializing in glamorous, embellished occasionwear. Comparable to OATV through its couture collections, red-carpet celebrity client base, RTW and accessories expansion, and Middle Eastern/Paris dual presence.
• Zuhair Murad: Lebanese haute couture house known for glamorous, embellished, red-carpet gowns. Comparable to OATV in its couture/occasionwear focus, crystal and bead embellishment aesthetic, and strong celebrity red-carpet following including Beyoncé and Jennifer Lopez.
• Schiaparelli: Paris-based haute couture house known for surrealist, theatrical, and avant-garde designs. Like OATV, it regularly presents at Paris Haute Couture Week and has built a celebrity-driven visibility strategy with A-list clients including Beyoncé, Kim Kardashian, and Lady Gaga at major events.
• Iris van Herpen: Dutch haute couture designer known for technologically innovative, sculptural, and otherworldly garments. Comparable to OATV through its couture-only positioning, avant-garde aesthetic, Paris Couture Week presence, and emphasis on craftsmanship as differentiation.
• Marchesa: London and New York-based couture and occasionwear house known for romantic, embellished red-carpet gowns. Comparable to OATV in its celebrity-driven couture positioning, embellished aesthetic, and focus on high-impact event and red-carpet dressing.
• Jean Paul Gaultier: Legendary Parisian haute couture house known for provocative, theatrical, and boundary-pushing designs. Shares OATV's avant-garde sensibility, couture week presence, and celebrity client base including Madonna.

Broad incumbents

• Chanel (Haute Couture): Largest French luxury house with a flagship haute couture division operating at far greater scale than OATV. Comparable as a Paris-based couture competitor but with a vastly broader portfolio spanning fashion, beauty, fragrance, and accessories.
• Dior (Haute Couture): LVMH-owned French luxury house with a marquee haute couture division. Comparable to OATV in its couture week presence and celebrity visibility strategy, but operates at massively larger scale with comprehensive fashion, beauty, and accessories portfolios.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/on-aura-tout-vu---maison-haute-couture
• Instagraminstagram.com/onauratoutvu

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about On Aura Tout Vu - Maison Haute Couture