We met Thuymi in Vietnam, but the lady is a real traveller. What do you call a real traveller? One that has checked out more than 40 destinations, one that runs a blog called AdventureFaktory, one that may be today in Montreal, tomorrow in Vietnam, the day after in Dubai… Follow her, litterally.
When it comes to watches, men are extremely demanding. It’s probably one of the few accessories we dare to wear.
A watch is highly personal; an immediate contact with our skin. An object we like to see changing with time, with our special moments. A companion of our love, encounters, meetings, pains and hopes.
So, when JORD suggested a review of their wooden watches, I was initially very surprised. Wood? And watch? How is that even possible. And actually, few other bloggers had already expressed a positive opinion on that matter.
I can now confess: they were right.
The wood of the Delmar model is extremely comfortable. It’s very light, gives a non-aggressive look and feel to your daily outfits. I also love putting my watch out of my wrist on my desk when I work. It’s a very nice and elegant object, which can totally match a nice Moleskine. I also like the fact it’s pretty similar to the design furniture we have in our loft, made of recycled wood and garment.
The display is very clear; despite a pretty big surface for this model, it doesn’t seem “bling”.
I also like the fact that this kind of watch can go vintage pretty well. Wood tends to change its colour with time, and will later give this little something that makes your object and its history really yours.
One of our last crushes is Ayumi LaNoire. Officially “The Pole Dancing Geisha“, “ultimate entertainer of Pole, Fire, Modelling & Acting“, her Instagram feed is an ode to subcultures, empathic night and fantasies.
Her snapshots are a tender escape; not aggressive sexuality there: just this nice feeling that whatever happens, tomorrow deserves to be seen.
In our inbox this week, were found three intriguing news.
First is a neat lookbook from the menswear brand Billtornade, exploring for next FW15 a minimal and raw vibe much along the lines of cult brand A.P.C. – which is why it caught the eye of our loyal Petit New Standard user Vu Quan.
Second is a reminder that french cinematographer Valérie Donzelli is dropping a sulfur bomb at Cannes Festival this year. The film is called Marguerite & Julien, and tells the gripping and peculiar story of a brother and a sister loving each other “too much” and confronted by society, and deciding to run away. We love french cinema when it tackles borderline stories like this, guessing one’s smart enough to be his or her own moral judge.
Last but not least, we learn of an interesting collaboration that one could call the fashion Avengers of Normandy. French-made knitwear specialist Armor Lux teamed up with trends bureau Nelly Rodi (the S.H.I.E.L.D of fashion industry?), long-time lone gunwoman agnès b., and the city of Deauville to present a special collection referencing the city’s particular lifestyle.
Menswear specialist and curator of all good things Vincent Laserson, previously member of the now split-up crew De Jeunes Gens Modernes (all seem to have found greater callings within the creative industries), documents his findings on this inspiring account. Things you think you’ve seen, actually he haasssen. Americans are intrigued by the whimsical concept of La Parisienne. This guy is some great exemple of Le Parisien.
With the NET-A-PORTER and Yoox merger, all luxury brands need to quickly embrace new e-commerce strategies and develop a unique social media experience. An interesting pivot that needs to be quickly mastered by luxury brands, in a very competitive market. That’s the sense of this takeaway report: opening the club while closing down the curtains to keep exclusivity and build up new value proposals.
From anti-social behaviors to re-generate exclusivity, to new approaches regarding customers’ journeys, the opportunity is big for luxury brands.
“Word-of-mouth’s impact is almost 20% of sales in higher price-point categories.” (WOMMA, November 2014).
What was previously perceived as a sort of useless territory to reach very demanding and high profile customers is now one of the main battlefields for the luxury industry. Word-of-mouth which is now accelerated through digital channels, basically means to be literally everywhere and at any time. Chanel got it right, releasing an agenda for e-commerce, with 2016 as their business objective.
Luxury marketing used to be pretty “simple” when elaborated: high-profile customers were to be brought forward into bespoke retail experience. Details mattered, as real-life service could not suffer any bug in the journey.
But now, digital revolution changed the entry-points to retail, therefore the social function attributed to the brick and mortar temple; some very sophisticated and well-travelled customers already know what they want and just want to pick up a product they’ve seen online – they no longer accept that an item is not available straight away. Other customers are more digital wanderers, who only discovered a tiny part of the brand; the classic Kenzo Tiger sweatshirt is a very good example: there were queues of customers who were not initially in the “luxury” segment but happened to regroup and bring a new light to Kenzo. Now plugged into the “Kenzodiac” experiment, the brand starts to uplift its new customers into a more subtle and comprehensive understanding of the brand.
In the meantime, traditional high-profile customers don’t want to mix with the crowd, while embracing new ways of consuming luxury through visual networks like Instagram. This high-profile customer does not hesitate to buy from the high street – wearing a pair of Converse while holding a Chloé bag is the new normal.
Digital interfaces totally broke the traditional path to purchase; the smartest brands like Hermès created a whole new tone of voice to face this challenge to again become the information-maker instead of suffering from this dilution through billions of new digital touch-points.
Growing with new communities of luxury customers
What’s even more interesting is that in some less mature markets, customers discovered luxury universes first and foremost through their favorite social networks – like Weibo, but also through celebrities’ pages and on-going “daily-telling.” In order to grow with these thirsty customers, luxury brands now need to adapt: social channels are now no longer an accessory in the marketing mix but the key hub of influence.
Lilzeon: PRO. “The proof of a new luxury made in China”
We need to stop making fun of this dress; the event is huge: MET Gala is probably one of the most influential milestone in the business of fashion. It dictates what will be trendy or not. What journalists will write about or not. Which designers will be hot or not….
Guo Pei, a story of creating a fashion culture in China
50 000 hours. That’s the amount of time that embroiderers, designers spent in assembling this dress. Yellow matching with the red carpet was a great way of highlighting one of the magic symbols of Chinese culture: fortune, luck, happiness.
And to be legit’, Guo Pei has developed for 15 years a know-how among her teams: Haute Couture did not rise in China until very recently, destroyed by an anti-consumerist policy. She made it happen through hard work and dedication. This dress is not JUST a dress: it’s a fashion manifesto.
Guo Pei has also just released her collaboration with MAC Cosmetics. Colours and tones very similar to the dress, that are going to be a massive hit in the coming months. That’s a gigantic coup.
VQ: AGAINST. “Confucius-Confusing things”
Beyond the wordplay, I think we mix problems. Is the dress beautiful? It’s a matter of taste. Is China really sublimed? Good question.
A new continent of luxury buyers
If you read BoF or that you write a Phd on “luxury + China”, you already know that the country is key for growth. You can read a nice piece about the “bling dynasty”. Luxury is a nice source of opportunities from West to East, but the other way round is not really true.
A big misunderstanding with creative culture
At the moment, even if some Chinese designers are state-of-the-art and gifted, they cannot really challenge current brands and Western talents. First because Western brands will never accept to leave market shares as long as Chinese brands will expand thanks to their own fundings and assets, without joining LVMH or Kering. And then, “let’s be honest”, Western consumers still think that Chinese creativity is not attractive. Neither do they understand the Chinese culture. The proof: just have a look at Bieber’s ridiculous outfits.
Apparently for Hollywood beautiful people, China only means #Dragon or #Mulan. And very surprisingly this time, not any commentator mentioned a cultural-appropriation scandal. It’s ok to say so when Pharrell Williams wears a Native American item, or when WASPs try to do some hip hop. But we don’t hear much when it comes to Asian people. We will only believe in the Chinese creative influence when Kim Kardashian decides to have even more slanting eyes.
This week in our inbox landed three pretty fancy pieces of news.
First was a recap of Mercedes-Benz Fashion Engagement manifestation at Hyeres Festival. Sponsoring an exhibition called “The Formers”, the brand invited designers having participated in the past 30 years of the Festival to show their collections.
Among them were Steven Tai, Satu Maaranen and Roshi Porkar.
Meanwhile Patek Philippe is putting on a major exhibition at the Saatchi Gallery in London from 27th May-7th June. Yet another luxury brand committed to showcase their craft and expertise to the public. Value is in the product, as we say. Among the highlights, maybe the Grand Complications Room which will showcase the most sophisticated mechanisms in the world. Watchmaking geeks assemble.
Finally, all looking forward to the weekend, Cîroc shares a few recipes for summery cocktails. Our pick would be the SCÎROCO.
Follow these instructions:
Crush mint leaves in a glass to release their flavour.Half fill the glass with crushed ice and pour CÎROCand cranberry juice over. Top with more ice and garnish with mint and a grape.
We’ve been following @flicka_elisa for quiet a long time now.
Elisa is the muse behind Buff.
“Buff is a brand that focuses on cut and sewn pieces. Fairly new in the clothing industry, the brand was brought about by the desire of its owners, to create a line that would be able to provide affordable, well-made leisurewear that would reacquaint the local industry with the beauty of clothing.”
An intriguing world, post or pre-punk, who knows. Enjoy!