Luxury, brands & travels 2018-02-06T11:40:44+00:00

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Vêtements, a name so common as he allows to hide.

The choice of this label, which activates an avalanche of results on Google but never the one that we look for, is not completely owed probably not at random.

“To be invisible on the Internet, it is the dream!” said Demna Gvasalia, indicated as spokesman of this collective mode which has the selfies and “personal branding” in horror.

Two years ago, nobody knew this claw, mixture of recycled secondhand clothes (are needed two vintage pants to create a jeans) and of pieces which confuse the issue of the male – feminine: bomber and trench coat enters spirit motorcyclist and codes army, suddenly shaken by a brightness of fuchsia stitch. Unsheathes it casual can also be sulfurous. Around Demna Gvasalia in the collective, two stylists crossed as him by Maison Martin Margiela, his brother who takes care of the sales management and a trainee ” who makes a little of everything “. At 36 years old, Demna spent four years to study the fashion to the Academy of Antwerp, four years to work for Maison Martin Margiela and almost three years at Louis Vuitton, where he observed Marc Jacobs, ” of a crazy creativity “, then Nicolas Ghesquière, ” an ultimate perfectionist « .

In March, 2015, Vêtements was a part of finalists of the prize LVMH for the young fashion designers. Six months later, Demna was announced to succeed Alexander Wang in the artistic direction of Balenciaga. Over there, he did not content itself with the feminine ready-to-wear clothing. He presented the first male parade of the history of the brand. A very talented art director who allowed Balenciaga to introduce a new breath, just like Vêtements which appears as revelation of its time, the one who gives birth to the “normcore” and ignites for the recollections of these 90s having seen emerging the “antifashion”.

 

 

 

Estelle Varillon

Luxury & sexism – students projects

Today I have the pleasure to introduce you, a project realized by my students in Master 1 Luxury Brand Communication at Sup de Pub within the framework of the class I give Brand Management. Zaiynab Dabo, Antonin Dansicare, Jezabel Sarrotte and Francesca Policastro studied the link between Luxury and sexism.

 

https://fr.slideshare.net/secret/m2udt5FBe95LjN

 

Kiehl’s : the USA conquers France

The famous American brand of pharma-cosmetic established in New York on 1851 is standing out as a reference brand in the luxury cosmetic.

Kiehl’s is synonymic of quality and efficiency with natural formulations meeting the needs of the face, the body and hair. It is a brand with real philosophy and ethics, it proposes effective products, stemming from advanced technologies and concentrated in high-quality natural ingredients and it for 160 years. The brand shows a will of innovation both in the domains of cosmetics and pharmacy. The brand’s best seller products are the Ultra facial cream, the Creamy Eye treatment with avocado (which is really great) and the Midnight Recovery Concentrate.

The brand proposes in these shops diagnoses of skin to help you to choose your skincare routine. The philosophy of Kiehl’s is being to propose quality products but with a real personalized experience. It is to improve this experiment that Kiehl’s has just opened a community space in it store from the Faubourg St-Antoine in Paris. This is a first one for the brand.

The diagnoses of skincare will be realized from now on the 2nd floor where it will be also possible to discover the new service of custom-made facial skincare and the workshops of customization products and Kielh’s tote bags.

Estelle Varillon

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Kiehl’s : the USA conquers France

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Welcome on the Blog of Epykomène. We share the love of Luxury & our Brands’ strategies know-how melted with a seriously dangerous addiction of travels! Hope you like it.

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