Luxury brands are working hard to distinguish themselves and make a splash.
Stylishly Yours, Jennifer Thorpe
Chanel’s always been good at that – Karl Lagerfeld’s shows have featured Lily Allen singing in a straw-strewn barnyard and Florence Welch emerging from a seashell, to just mention two examples – but they’re also trying to instil the Chanel touch in all their smaller shows.
A display of Chanel’s most recent designs was held a little while ago for exclusive members of the press and Lagerfeld’s best fashion friends – including Tilda Swinton and his muse Vanessa Paradis – at, of course, the Gardens of Versailles. Where else?
Now Lagerfeld is trying to top that boutique feel with an island display of his 2012 Paris-Bombay collection on Capri, in an Italian villa.
Guests can see the collection, which is heavily Indian-inspired, strewn across trunks and beautiful tables, enjoy a spectacular luxury vista, and try on some of the major jewellery pieces at a long table.
It’s all part of the balancing act of marketing a major brand – making it exclusive and aloof, but also fun, artistic and interesting enough to lure in new customers.
Capri has a strong history of fashionista heaven – Jacqui Onassis used to love it, as did Audrey Hepburn, and it was the height of 1960s chic to be seen in its nightclubs.
The Capri showcase – which, in typical Lagerfeld style, is called the Ephemeral Boutique, since it’s only a pop-up and will likely move on quite quickly when the Northern summer fades – is capitalising on the island’s history and the stunning Italian weather.
Hopefully it doesn’t tread on any Italian toes – Dolce & Gabbana’s 2011-12 campaign featured Monica Belluci on a variety of Italian islands, while Chanel’s French base means it usually sticks to Parisian sets.
Rescu. will report on whether any Italian designers feel aggrieved…
Image: Chanel’s Paris-Bombay Collection.
