The Luxe Chronicles

Luxury: Lessons in Brand Extension from Bulgari.

Brand extension, the art of leveraging a brand's image and expertise in one domain and extending it to an entire range of products, has become the norm in the luxury industry. It is a perfectly valid way to grow a luxury brand's business. After all, were it not for brand extension, Hermes would still be making nothing but saddles. This said, it doesn't come without risk. Get it right and a brand enhances it's image, client base and bottom line. Get it wrong however and a brand is seen as cynically cashing in on the naïveté of its customers, especially where a product has only a tangential connection (if any at all) to its core product. A shot of Roberto Cavalli vodka anyone?

Social Media: Thierry Mugler is Out of Control.

I've long felt that while slow to embrace the social media revolution, once firmly on board, the luxury industry would impress us all with their creativity and innovation. Granted, it's been a long wait. But one project, born from the fertile mind of reclusive French designer Thierry Mugler, has me feeling rather optimistic.

Arrivederci Amori! Milano Beckons.

Dear Readers:

I'm off to Milan for a few days. I will fill you in a little later. Ciao-ciao!

Sinceramente,

Le Cronache di Lusso

Luxury: Boucheron Brings the Circus to Place Vendome

You may be asking yourself what the Cirque du Soleil, a theatrical circus troupe with humble roots in street performance founded partially with a grant from the government of Quebec has in common with Boucheron, one of Place Vendome's oldest and most venerable residents and purveyor of fine jewels to various crowned heads of Europe. The link would be none other than the very colorful Canadian entrepreneur Guy Laliberté, a former stiltwalker and fire-eater, philanthropist, recent space tourist, one of Time Magazine's 100 most influential people in the world (2004) and co-founder and current majority stakeholder of Cirque du Soleil.

Luxury: Perrier-Jouet and Makiko Takehara Invite You to Play to Win

The marriage of art and luxury is still going strong in 2010 it would seem. To celebrate the release of its Belle Epoque 2002 vintage, French champagne house Perrier-Jouët has commissioned Japanese art photographer Makiko Takehara to interpret twenty Perrier-Jouët vintages from the oldest dating back to 1825 to the first of the new millennium.

Fashion: An Open Letter to Sarah Jessica Parker (UPDATED)*

"I think today I'll be a designer (...)."

Dear SJP:

Let me begin this open letter by stating that I mean you no disrespect. I've long admired your creative contribution to Sex and the City (the television series not the movie) and your ability to sparkle on the red carpet. Kudos to you for that. I'm even somewhat inclined to agree (to a point) with Naomi Wolf when she proclaimed your character "Carrie" a "groundbreaking feminist icon". Alas, as an avid follower and consumer of fashion, I can't say that I'm enthralled by the rumors currently circulating which suggest you may be Halston's next "creative director". Allow me if you will to make my case:

Fashion: Catching Up With Zanzan ... If You Can.

Just before the holidays, I had the opportunity to catch up with the lovely Megan Trimble over tea at the Landmark Hotel in London. Megan along with her partner Gareth Townshend form the dynamic design duo behind the extremely cool London-based Zanzan eyewear label. Zanzan sunglasses are an edgy alternative to the mass-market, cheaply-produced/price-tag inflated designer eyewear that has become the norm. I had interviewed Megan and Gareth not long after they launched their business (which incidentally coincided with the start of the downturn) and was therefore eager to follow up and see how they, as a small independent brand, were weathering the recession.

Ten Things to Look Forward To in 2010

As 2009 draws to an end and we prepare to greet 2010, I thought I would share with you a few things that I'm particularly looking forward to in the new year.

Claridge's Christmas Tree: A Night to Remember Thanks to Galliano and Avril Groom

Sorry for the delay in posting today. Yesterday was a hectic day and it ended with a late-ish evening at the Claridge's for the unveiling of the Christmas tree designed by John Galliano. Consequently, I'm somewhat sluggish today and ever so slightly off my game. Regarding the tree, I must say that the images do not do it justice! In a fitting tribute to Galliano's talent, it is full of small, offbeat details that make it more akin to set design or art installation than mere holiday decoration. The project was executed with the assistance of Galliano's set decorator responsible for the stunning backgrounds at his runway shows. Kudos to all involved.

An Early Christmas Treat for Readers of The Luxe Chronicles (...)

Take a look at this image and try to guess what it is. I will give you one hint: It is seasonal in nature, spectacular in appearance and is located in one of the most prestigious establishments in the world. Give up? Click on the link below for the answer!