monday is already starting off with a bang. Sale venue Soiffer Haskin just announced that the Roger Vivier sample sale will kick off its four-day event on Friday, March 18th at 10am with discounts on shoes, bags, and accessories.
You’ll probably want to plot your attack now, because everything about last year’s sale was epic, starting with the lines and ending with the merchandise selection. Once inside the sale — after waiting for two hours — we found that your basic pump with a three-inch heels was $250. From the signature series, flats and low chunky heels were $330, and heels were $360.
Strappy heels, stilettos, and all other open-toe shoes without a buckle (literally labeled “other shoes”) were also $360. Both plain chunky-heeled and plain stiletto booties were $400, but prices went up to $800 for bedazzled or more intricate ones.
There was also a ten-pair purchase limit last time, and restocking never happened — whether either of these policies will return this year is unclear. In short? Clear your calendar on Friday if you’re looking for deeply discounted heels. Check out the Dealfeed below for more information.
French footwear and accessories label Roger Vivier is courting ultra-chic youth with the help of a celebrity stylist.
Camille Seydoux has taken control of the brand’s Prismick line and revealed an all-denim capsule collection of her own. With a clear design principle and a star-powered campaign, the collaboration will likely find dedicated fans drawn to its unique aesthetic.
“Bringing in outside influencers for a capsule poses excellent opportunities for brands, from increased sales, to refreshing brand image, growing demographics, placements and more, said Paul Farkas, Co-Founder and CEO, Athleisure Mag andAccessory2. “While inspired by a je ne sais quoi Jane Birkin moment, Camille Seydoux channels a bit more Katy Perry/Britney Spears, which works in it’s own right.
“Indeed, the capsule is charming and promises lots of fun, whimsical looks, as the premium denim will play well with mixed looks, day to night, and the festival scene,” he said.
Dressed in denim
The collection is made up of six pieces: platform sandals, ankle boots, sneakers, a shoulder bag, a bucket bag and a backpack. All six pieces are made of denim, chosen in part for its resistance.
The collection marks Ms. Seydoux’s first partnership with a brand. She has previously opened an art gallery and currently designs bespoke dresses for actresses, including her sister, Léa Seydoux.
“I began by attentively exploring my own Prismick bag, which is in a melting fade of black and grey,” Ms. Seydoux, who designed the collection, said in a statement. “I wanted to work on the idea of facets that make up grades of shading.
Denim platform boot
“I looked through the maison’s archives and then I thought of denim,” she continued. “It’s a fabric that naturally burnishes. Denim is both classic and modern, and, significant detail, is very resistant.”
The limited-edition collection will go on sale in the brand’s retail outlets this month.
A cocktail party on March 7 at Roger Vivier’s Paris store took place in honor of the collaboration. Attendees included actress Adèle Exarchopoulos and her “Blue is the Warmest Color” co-star Léa Seydoux, also the designer’s sister and most recent “Bond Girl” for her role in “Spectre.” Photos from the event were shared on Roger Vivier’s social media platforms.
Léa Seydoux, Adèle Exarchopoulos and Camille Seydoux
Roger Vivier also created a video, starring actresses Lubna Playoust, Lola Le Lann and the designer herself.
The video begins with the co-stars calling one another on the phone and arranging a get together. These opening moments aside, there is no dialogue, with only a bass vamp and occasional sound effects on the soundtrack.
The three women get together to play a game, with one of them seen in close-up putting on a pair of the Prismick Denim collection’s sneakers. At the table, in a jump cut, the character played by Ms. Le Lann appears to pull the collection’s purse out of thin air.
A server brings dice, which the women take turns rolling. As they do so, more items from the collection materialize.
The server brings the platform sandals, which Ms. Seydoux strikes a match on. The server then blows it out, but upon doing so, the music drops out and everything except the dice disappear.
He rolls them, and a cart featuring the whole collection appears and the music restarts.
Magic Denim – Camille Seydoux for Roger Vivier
“The video short is well produced and correctly showcases the capsule collection as the star of the magic denim theme,” Mr. Farkas said. “The image breakouts aptly features pin-it hot keys for shareable goodness. Posting highlights from the in-store cocktail party launch ties the festivities and celebration with the campaign.”
The distinct aesthetic and quirky video style will likely attract a self-selecting, specific audience. Heavily targeted collections can help a brand build a loyal audience and cultivate a distinct identity, helping it to stand out within the sector.
Careful and consistent Roger Vivier’s recognizable style often extends from its products into its marketing strategy.
For example, last year the brand showed off its new styles through a retro-futuristic comic book-themed spring catalog.
“Super Vivier” told the story of a fashionable woman and her sidekick shoes and handbags who help her defeat boring style. By featuring its products in the context of a narrative, the brand lengthens the time consumers will likely spend engaging with the new collections (see story).
The brand also tends to tap into celebrities with a discernible youth appeal to help it reach its target market.
In June, Roger Vivier embraced a classic French aesthetic with its latest brand ambassador for the fall/winter 2015 collection.
Roger Vivier chose to tap Jeanne Damas for the year’s campaign, emphasizing the young French blogger’s signature style and Parisian sophistication. Working with a popular blogger for the campaign likely helped Roger Vivier connect with a younger audience while still maintaining its classic French appeal (see story).
“Denim cuts across generations and price points, it’s a mainstay and sexy fabrication,” Mr. Farkas said. “The hues, washes and accessory bodies here can elegantly welcome more mass consumers to the brand, while not disrupting bonds with the more traditional shoppers.”
萬人迷球星碧咸一家趁前日情人節飛到紐約支持太太Victoria的自家品牌時裝騷，席間正式宣布下月18日將來港開設全球第二間實體時裝店。同時碧咸嫂亦在社交網站分享宣傳片公布喜訊，更特意以中文留言以示親切，豈料用了簡體字，隨即引來網民的非議。 碧咸嫂Victoria日情人節於紐約時裝周上公布來港開店的喜訊後，隨即在其粉絲眾多的Instagram上貼出宣傳短片，片段首先見到香港全景地圖，轉眼就變成其時裝店所在地中環置地廣場旁邊的街景。她更貼上文字：「So excited to be coming to Hong Kong! My new store opens March 18th… x vb」接着再誠意地以中文翻譯該段文字，卻因為用了簡體字，惹來中港兩地網民「駁火」。 碧咸全家撐場 湊巧昨日是香港教育局就中小學納入認讀簡體字課程進行諮詢的最後一天，此事早已引來議論紛紛，碧咸嫂卻在敏感時刻使用簡體字宣傳香港店鋪，令本來是發布喜訊的短文，變成中港兩地網民爭拗的平台。有網民不滿她使用簡體字，亦有人趁機拉扯上兩地矛盾話題，但亦有人維護碧咸嫂，指她願意使用中文已經誠意十足。 情人節當天、美國時間早上10時許，碧咸帶着三子一女現身紐約時裝周，欣賞太太Victoria自家品牌2016秋冬時裝騷。錫女錫到燶的碧咸全程抱着「小情人」哈七（Harper Senven），長子Brooklyn則不時舉起手機幫媽媽拍下現場盛況。 第二間實體店 早前英國《太陽報》爆料指碧咸夫婦將分居半年，全因碧咸嫂會來港開設新店，前日在時裝騷上，她正式宣布喜訊，透露繼倫敦首家旗艦店後，位於香港中環置地廣場的全球第二間、亞洲首間實體店將在下月18日正式開幕，當日她更會親臨店鋪主持開幕禮。據知是次新店是與香港名店JOYCE合作，新店亦有參考倫敦旗艦店的設計。 另外，紐約時裝周還有不少其他品牌的花生騷展示來季新裝，其中品牌Diane von Furstenberg邀請了多位國際名模，包括Victoria Secret女模Gigi Hadid、Lily Aldridge、Jourdan Dunn等亮相，另有影帝畢列谷巴（Bradley Cooper）女友Irina Shayk。於Edun的時裝騷中，則邀來U2主音Bono，以及《救參96小時》男星里安尼遜（Liam Neeson）捧場。 ■碧咸嫂在花生騷完結後風騷地謝幕，還公布將來港開店的喜訊。（路透社） ■碧咸嫂用簡體字發布來港開店的喜訊，惹來是非。 ■碧咸偕三子一女為老婆的花生騷撐場。（美聯社） ■碧咸嫂於情人節在紐約時裝周發布新作。（路透社） ■U2主音Bono（左二）與男星里安尼遜（右二）齊齊現身欣賞Edun時裝騷。（法新社） ■碧咸嫂品牌的全球第二間實體店將於下月在置地廣場開幕。
