Ba&sh’s Hélène D’Auriac: “We’re all striving to create an It bag”
Published November 7, 2025 Ba&sh spotlighted its handbag range on bus shelters, at Paris Métro exits, and in magazines in September to mark the launch of its Youyou model. It’s a category that’s booming in French premium fashion, strengthening year after year. Having worked at Louis Vuitton, Marc Jacobs and, more recently, Chloé, Hélène D’Auriac now…


