The Sartorialist: The place to be seen
Saturday September 5th. 5 p.m. A crowd is waiting outside Colette. The queue was circling the store from its door at 213, rue Saint Honoré to the very end of the last window rue du 29 juillet. Reason of such a gathering: the photographer Scott Schuman, founder of the blog The Sartorialist, was there, with his girlfriend Garance Doré, to sign his first book.
If I was telling you 3 months earlier, no one was giving attention to Inez van Lamsweerde and Vinoodh Matadin, the two starring photographers of French Vogue who were in for the same purpose, would you believe me?

Yesterday morning I have received the book of Scott Schman, The Sartorialist.
On the front cover is stuck an orange sticker. It is written « The place to be seen » Mario Testino. The quote suddenly made me puzzled and troubled my affection for this anthology of styles and the elegance of the “next door” contemporaries.
I looked at the pages and the photos formerly published on the blog, read Scott Schuman’s comments and smiled. Indeed, if Time Magazine selected The Sartorialist as one of the Top 100 Design influencers, no doubt the reason is something missing to the basic Fashion world.
The Sartorialist, is a new fresh look at those, who randomly in the streets, seem to have a natural skill for style, impact on current atmosphere, make sense with the word “allure” and bring a positive attitude to the Fashion world. Style and aesthetics match with a question of individual choice and personal spirit. The diversity gives freedom to adhere or not to the standards of the times. The Sartorialist does not impose any convention.
It is an accessible place where everyone can express insights.
It is the opposite of a fashion magazine, which power lies into advertisers and some fairy staged presentations with overpowering bodies and mute face whistling their unreality and obviously their inaccessibility.
The Sartorialist is the recognition of the real.
We can find a thousand reasons to his success, starting with the talent for photography, but there is one which is unusual in Fashion World: it is the sense of humanity.
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Until the sense of humanity can impact on fashion business, I have to quote this very amusing post published on Modissimo.fr : How to get Shot by The Sartorialist ?

Aspirationnal : YSL Manifesto
Using street marketing as a communication tool when being a top luxury couture symbol like YSL seems risky for the brand image but the daring parisian house did not hesitate to change the rules. Two years later, “the Manifesto day” has become one of the great events of fashion.
The Manisfesto is foremost a luxurious magazine which purpose lies on showing the footage of the advert campaign. Some 500.000 units are published and distributed twice a year to the people met on the streets of Paris, London, NYC, Tokyo, Hong Kong and Seoul. The Manisfesto is also much wanted for the customized fabric bag offered to the first 2000 people.
Last February 14th, the precious magazine was including a special gift: a red heart USB key to celebrate Valentine day. When the buzz came up, it was already too late to expect getting one.
Would YSL be the first democratic french luxury brand ? Unusual is a luxury brand willing to entrust the anonymous from the street to increase brand visibilty and image. Nevertheless, the Manifesto day is certainly one of the most exciting events since everyone has a chance to experience it. Where there’s hope there is affection (and a successful buzz!!).
Capitalizing on an aspirational positionning, YSL plans to capture a larger attention than streets’. For this Fall Winter season, an Internet plan (facebook, twitter, manifesto website) has been set up to take over the event and announce another chance to … win a bag, a magazine, or (worst of all) watching the Manifesto on-line on the publication day.
GOOD LUCK !
www.facebook.com/yvessaintlaurentofficial (over 14.000 fans)
YSL on Twitter.com (over 3700 followers)
When fancy paper-bags go more fashionable than It bags
What if store paper-bags became more attractive to hold than the usual luxury It bags ?

Chanel paper bag by Jak & Jil
What if fashionistas, suddenly, were carrying their daily items in the very chic Lanvin blue paper-bag, the Chanel black or white boutique-bag with its camellia or any other fancy once which capture collective imagination throughout a symbolic sign of luxury or the fantasy of a fabulous shopping experience ?

Lanvin paper-bag
This scenario, yet judiciously anticipated by Chanel with the Defilé shopping bag from Spring-Summer 2009 collection, is truly real in Japan. The International Herald Tribune spotted the trend and claims “paper bags as fashion statements”.

Chanel Defilé bag – Spring Summer 2009
“Logos and branding are so important. In a big part of the world, people cannot read French or English-but are great in remembering signs”. Karl Lagerfeld
From now on, Japanese girls prefer their favourites luxury boutiques paper-bag to their products !
This new trend seems to go with a meaningful quest of sense like environmental consciousness or the memory of a great purchase experience.
“I do not really like carrying eco-bags, but I am concerned by environment and do not want to show it that much”comments Asami Harada
“For me, shopping is a special occasion, …, the bag is remembering me what I felt when I bought the dress and the whole experience” Ayaka

The boutique-bag displayed on mannequin
Irony of the trend: some luxury brands’boutique paper-bags are now the purpose of a new trading on Internet and can be sold up to 15€/2000JPY for a Louis Vuitton paper-bag.
Carlton Palace: “the largest swimming pool of the world”!
As soon as I was told to be listed as a guest for a few nights at the Carlton this summer, my enthusiasm for Cannes and the Croisette ran wild. I watched the movie To Catch a Thief for the 2000th. time and allow myself to think I would be absolutely irresistible in the lobby wearing a beautiful “beach suit” Grace Kelly like.

Wow.. The Carlton Palace legend…! A majestic façade in front of the sea, the movie stars and a century of history in the heart of the French Riviera! I embraced the gift with a big smile.
Unfortunately, my outstanding imagination quickly ran out of hopes once the room check-in completed. After reviewing the Palace’s accommodation with the receptionist, my first question scored the bull’s eye.
“Is there a swimming pool at Carlton?”
”Certainly, we do offer an access to the largest swimming pool of the world, it is right in front of the hotel, and the place is called the Mediterranean. We recommend making a reservation to the concierge, all seats get quickly busy” answered the young lady.
“Is she making fun of me or should I work out my humour?” I thought.
”Hello, le concierge s’il vous plaît. I am likely going to the beach, can you help?”
”Certainly Madam, there are a few seats first row remaining, I would be pleased to keep one for you. It is 70€. Otherwise, there are ordinary seats in the backside at 35€”
“Hum.. No thank you, I think I rather be sitting on the soft sand, just like Grace Kelly!”

At that point I understood I was not in an ordinary palace. At the Carlton, the luxury experience of “well-being” means “show what you worth”. To be kindly acknowledged like a guest, act like a star, pay cash like a star and do not show any reluctance to afford huge tips wheter you are satisfied or not.
“Hello, le concierge s’il vous plaît. I wish to experience parascending, would you know how to book?”
”Hum.. I don’t’ know, I do not practice myself” he answered.
“Okay, should I tip for the information?”
Of course I should have thought twice before asking. What kind of people would wish a parachute experience when living in a Palace offering the largest swimming pool of the world! “Can’t you stay on a golden seat like the others?”
Fortunately I had another option: going to the bar! After 10 minutes standing-up on the marble, I could finally get the attention of the waiter.
“S’il vous plaît, I would like a table for a drink.”

“Certainly, but you have to wait a short while, they are all reserved” he answered.
“Thank you, may I ask how do you represent short?”
As my patience is not my best quality, I rushed on a tall seat in front of the long wooden bar and outrageously relaxed, opened up my laptop.” So what? I am not sorry. That spot is the only one where there is Internet for free! ” ;-) Panicked, the waiter found for me a nice table right away. Only one thing was wrong … 15 minutes later my glass and the cup of olives were still lying on the bar!
Aaaaahhh … the Carlton legend, a true fairy tale!
PS: Since then, I have learnt where the largest swimming pool of the world is. It is in Chile, at San Alfonso del Mar resort. It is 1 kilometer long.
PS2: 750€ per night, I think I caught a thief !
A craze for bibi hats, black veils and headbands

Bibi hat with veil Benoit Missolin
After the late 80’s Bibi hats, black veils and headbands turned out of date for fashionable women and joined the drawer of wedding and horse race’s garments. Two decades later, the leading fashion creative directors now want to resuscitate the old-fashioned fancy accessories to enhance feminine beauty and grace.

The “revival” of the XXth. century’s “snob society” fashion style match perfectly with the paradigm of an exclusive luxury meant to live far from the crowds, in the intimacy of an outstanding town house or in a palace boudoir with the company of Lady Diana. In 2009 it is likely a Serena Van der Woodsen or a Blair Waldrof (Gossip Girl) who would emphasize the glamour of this fancy style.

Christian Dior Haute Couture Fall Winter 2009

Benoit Missolin 100€
On avenue Montaigne in Paris, the boutique Christian Dior displays its window mannequins with lace straps on their eyes like the photo below, made for the department store Printemps Haussman. From July 16 to August 22, the theme of the store windows display will be “Printemps Palace”, a fiction through historical greatest Parisian hotels.

“Palace” story at the department store Printemps in Paris – Photo Bruno Dayan

Yet, Vogue is currently breaking the revival of the “Bibi” hat within on-line magazine section “the new classical items of the Parisian lady”. In the meanwhile, the pages of the fashion luxury magazine L’ Officiel displays some the new hats and veils creations of the Michel House. If you were told maestro Karl Lagerfeld is one of the greatest supporter of the famous hat designer and has recently directed a photo shooting of 30 celebrities wearing the fall-winter collection, would you be tempted yourself ?
Contacts :
Luxury trend : the male as an object
What do the new Motorola Aura mobile phone
and Emporio Armani underwear have in common ?

David Beckham for Emporio Armani, June 2009
The shiny moisturized body of David Beckham!
David Beckham for Motorola “Aura”, May 2009
The basic archetype of the man with athletic body, which used to out of date while Hedi Slimane was ruling the world of fashion business, seems now to take over again the collective imagination of success. The long thin body is now out, welcome back the cult of a sharp brawny body!
Photo Hedi Slimane - Blog : Hedi Slimane Diary
This testimony of manly aesthetic revival is also overlapping another emerging trend : it is the birth of the male as a sex-object, a kind of “toy-boy” meant for working-girl leisure

Photo Matthias Vrien for Numéro, June 2009
Lets figure out why ?
In the early 80s, the advertisers did not hesitate to unveil women to increase business sales
“Tomorrow I take off the bikini” (Avenir, 1981)
Since women got rid of the old fashion housewife stereotype to be rewarded for their personal, social and professional influence (bringing their financial independence), they pulled the trigger of new relationships between men and women ….
Working Girl, 1988
…which also redefine each other’s position !

D Squared Campaign , 2006
Since influencers, blogs and media focus and give more attention to a kind of social singularity and women with customized fashion style, the body obsession which used to be supported with the aesthethic surgery boom seems now to run out of steam.
Une fille-Un Style par Garance Dore pour VOGUE
From now on, the woman happens less concerned with matching the conventional beauty standards to be sexy, though she remain sensitive to an aesthetic personality.
Now question : Is society becoming less sensitive to advertisements with nude women (since we had too many for long years) than the athletic body of a man? Who drives that new hunger for body male obsession ?
The man as an object is not a Chippendale nor a “niche” culture for gays. It is a society phenomenon like the pin-up used to be at her time. The man as an object is becoming a standard and is likely an aspirational type to sell more !
Agent Provocateur, Sirens campaign ,2009
Alain Delon for Dior
When the doom and the gloom sets the mood, a touch of nostalgia is more beautiful and captivating than any the glitter that previously amazed the crowd. Beyond this axiom, Dior is surrendering to the recession in it’s latest advertising of its best seller male fragrance, Eau Sauvage. Better than just a contemporary cast and more considered than using the latest celebrity, the new advertisement is a black and white photograph from 1966. The timeless photo is a portrait of the French actor Alain Delon taken by the notorious sociolite photographer Jean-Marie Perier . More than a coincidence, 1966 is also the year of the creation of Eau Sauvage.
Using a current movie celebrity to enhance a perfume is one of the oldest best practices of advertising; newsreels contribute to the awareness of the product. Rarely seen is the choice of the patrimony of a living old actor.
The use of an iconic portrait of the actor taken from his 30s when he was at his peak, most aspired but remaining very well regarded today is certainly brilliant. Alain Delon is now in his 70s. He is one of the most notorious characters from the 60’s French cinema glory. Throughout time Delon has known how to remain a symbol of talent and seduction.
Certainly Dior’s campaign is perfectly positioned to ensure a long lasting life for Eau Sauvage and conquer new aspirationnal customers whether they are young or senior.
Cupcake mania

There is a famous tale about the French Revolution. The Queen Marie-Antoinette when told the crowd was angry because they had no bread said to her Minister “Then let them eat cake!”.
Today she would say “THEN LET THEM EAT CUPCAKES !”.
The small anglo-saxon cupcake is now taking over France’s taste for fancy pasteries.
This new trend is matching my 2R rule :
Recession = Regression
The cupcake is not extravagant and quite cheap to make : a few eggs, sugar, flour and a customized icing. However, when the prestigious stores Colette and La Grande Epicerie de Paris make it fancy, the cupcake becomes the latest hip pasterie at Parisian sociolite parties.
In the beginning I had not noticed it. But the “Cupcake Craze”, as Mademoiselle Julie named on her blog is truly taking place. I saw the It cake last weekend on a plain silver plate next to a gorgeous blonde woman wearing the It jacket of the moment – Balmain officer’s with strass embroideries. If you think these attributes have nothing to do with the cakes, then your thoughts are wrong. The combination of silver plate, It girl and It jacket is a thread to understand that cupcake is not only a just muffin for the French. This is the sign of an emerging new regressive luxury trend.

Cupcake service by La Grande Epicerie
Exclusive cupcakes stores are currently openning in the hip fashion quarters of Paris. Dedicated cupcakes websites are making a hit in the bloggosphere. People exchange bespoke recipes and track cupcakes events. Moreover the small cakes happen to be an inspiring for creatives since some giant cupcake masterpieces have been seen in South France.
On the Hush Hush blog some attractive and fancy images of the new hip pasterie can be seen.



Some French websites :
Store locations in Paris:
Berko Paris - 23, rue Rambuteau, 75004 Paris
Cupcakes and Co – 25, rue de la Forge Royale, 75011 Paris
La Grande Epicerie – 38, Rue Sèvres,75007 Paris
Little Miss Cupcakes : Bespoke cupcakes for events
As far as I am concerned, I believe pastry is like Haute-Couture. We always come back to eternal values.

Ahhh ! Macarons !
The Eternal Male in the XXI century

The British Gentleman
Is elegance a prison for ladies only?
Maybe not! For the English, it is not enough to be well educated to be a part of the gentlemen’s club’ Being dressed with appropriate garments is a prerequisite to be distinguished.
Even if France is internationally acknowledged as the country of feminine elegance with its ‘Haute-Couture” know-how, the prerogative of leading masculine style belongs to England. Indeed, the British gentleman dress codes are considered standard throughout the world as the most elegant.
In school English classes, my parents were taught how to spell ”my tailor is rich”; my grandparents also it seems! In my early years this phrase was repeated to me many times before my teacher taught me “Brian is in the Kitchen”! English teaching techniques may have changed slightly over time, but it seems there must have been generations of tailors in London’s Saville Row who built successful businesses maintaining the British style heritage.
Speak of distinguished gentleman at a socialite’s diner party and people picture charcoal cloth with fine pin-strips, starched white collars, a bold yet conservative necktie finished with a Windsor knot and Richelieu black shoes. Self-control, rigor and excellence with the maintenance of courage are the values of this eternal fantasy machine. The English gentleman’s style is for men what Chanel is to women, a sign of elegance and distinction. Beyond modernity and scrambling codes of fashion, tradition is not lost.
From Oscar Wilde, George Brummell, Winston Churchill and John Steed to James Bond ;-), the British gentleman is meant to perpetuate the importance of a flawless appearance. Clothing expresses social class and rank through specific time-tested codes which seem immutable. Today this code is maintained through the media, sometimes even with a competitive and humourous spirit. In a recent British magazine, GQ (Gentlemen’s Quarterly) ranked the ten best dressed men in 2009, “GQ Best-Dressed Men 2009. “ Yes, it seems today we can even make style a competition! Fortunately though, maintaining the tradition of style has not removed British humour. On Simon Crompton’s blog “Permanent Style” you will find everything you need to know about the eternal male and the famous “Rules and how to break them!
On the French side, when we want to describe masculine elegance we generally place a greater focus on charisma than garments. Actually, historically the French rarely had a need to speak of masculine clothing style preferences since there was only black suits or casuals options. But in 2001, a visionary named Hedi Slimane reinvented the codes of masculine garments for Dior and with it, revolutionised the look of the fussy man. He created a style which aroused both the desire of men and women. He renewed the distinguished man from his old rags. He shrank the ties, made new sleek jacket cuts, skimpy coats, shirts, suits and even influenced the male body shape with the new iconic long thin man. No doubt, that sense of perfection was debatable for more than one man, though the result was that any eye could recognize the lucky ones who were wearing Hedi’s trademark. At that time, France had found its role model for men’s clothing. Since he left the brand in 2007, France is getting lost again.
What remains now to describe the Frenchman’s style?
Is Vincent Cassel’s look, as seen for La Nuit de L’Homme by Yves St Laurent, an option to enhance the French style ranks? Can the distinguished French couture once again transcend the masculine chic worldwide as it shines on the world of smart women?

Simon Crompton’s blog : Permanent Style





I was delighted to see Pretty Ballerinas shoes at Le Bon Marche. Unfortunately the stand had quickly ran out of stock after the shoes were displayed. 

Brigitte Bardot in 1956 – Repetto “Cendrillon” ballet pumps
Serge Gainsbourg in the 80’s – Repetto “Zizi” 
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