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Though Prabal Gurung, Nicki Minaj and florals have gotten their fair share of attention at New York fashion week thus far, the will he or won’t he rumors surrounding Marc Jacobs and Dior are leading the gossip pack. Neither LVMH or Marc Jacobs have commented on the rumors, which started about a month ago, but that hasn’t stopped WWD from spilling more details on the alleged negotiations. A source tells them that talks have turned tough—though not so tough that anyone’s giving up—as Jacobs and his partner, Robert Duffy, ask for $10 million. With couture collections added on top of ready-to-wear, as well as his own collections, Dior would prove substantially more work than Louis Vuitton and require more time in Paris for both Duffy and Jacobs—which means less time with the Marc Jacobs empire in New York. The fashion crowd may be obsessed with the move, and what it’d mean for the rest of LVMH’s brand, but investors are pretty nonchalant. One banks’ head of consumer brands said, “In this day and age, for a brand the size of Louis Vuitton or Christian Dior, we tend to believe that artistic directors only account for a small portion of the brand’s attribute. We therefore do not immediately factor in a change in artistic director into our valuation of the brand.”