13/10/2009

Lagerfeld Toys

Figuratively Karl

KARL LAGERFELD has been immortalised by Japanese-inspired brand Tokidoki as a limited edition miniature figurine.

"I am very flattered that I became a Tokidoki. I always loved them and I am very happy to be one of them," says Lagerfeld of his 25cm-tall counterpart.

Dressed completely in K Karl Lagerfeld and embellished with rhinestones, the figure is the work of Italian artist Simone Legno, who launched Tokidoki - which means "sometimes" in Japanese - in 2005.

"I truly cherish the opportunity to work with Karl Lagerfeld, fashion's living legend and preeminent style icon. In all levels of fashion, ranging from couture down to the street, his design and influence is unsurpassed - and to be able to interpret and incorporate him into my work has been a once-in-a-lifetime experience," explains Legno.

Mini Karl will be launched at Colette this month before hitting selected K Karl Lagerfeld retailers and Tokidoko flagship stores in New York, Milan and Los Angeles. Costing £118, each figure will come with an individually numbered certificate of authenticity. And if you don't manage to get your hands on one of them, there will also be a small selection of T-shirts featuring the designer's new incarnation.

Meanwhile, elsewhere, Lagerfeld has been receiving attention for a different reason. The designer told Focus magazine that people prefer to see slimmer models and those who don't are "fat mummies sitting with their bags of crisps in front of the television, saying that thin models are ugly." The comment came in response to German magazine Brigitte's decision to use ordinary women for their shoots.

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Do you remember when Karl was turned in a Steiff bear as well?

It seems everyone wants a piece of Lagerfeld, as long as it's around 25cm tall. He's a very iconic designer and very easily recognised, whether you're in fashion or not. His continuous style that is everyday basically a black suit, high white collar and large sunglasses with his white hair in a pony tail is very easy to embody in into even a cartoon. Even after his speech of 'fat mummies' I still want him, whether he promoted size zero or not!

12/10/2009

This week's top fashion websales

Monday, 12 October 2009

The Outnet

Net-à-Porter's designer outlet hosts a big Donna Karan sale this week with items by the New York designer selling at up to 65 percent off their retail prices. Next up will be French design label Chloé, and one lucky winner will receive a free pair of Jimmy Choos -- just enter your details before October 16.

Site: theoutnet.com

Asos

One of the most popular online fashion stores is holding its big mid-season sale with all items selling at up to 50 percent off.

Site: asos.com

Shopbop

The site is focusing on dresses in its sale section this week, offering styles divided into 'occasions' (a girls' night out, dinner for two or Sunday brunch) at discounts up to 70 percent.

Site: shopbop.com

Beyond the Rack

Hipsters will get their money's worth with Justin Timberlake's label William Rast and LA celebrity boutique Kitson both offering discounts on their items at Beyond the Rack this week. Luxury fans won't be disappointed either: there are Roberto Cavalli sunglasses and Bugatti handbags equally available at a fraction of their prices.

Site: beyondtherack.com

Rue La La

The site's highest-profile sale this week is the one by Vera Wang (from October 14) who willl offer discounts on her Lavender Label range. Rue La La also just launched its iPhone application.

Site: ruelala.com

Editor's Closet

Sportswear by Lacoste is looking a whole lot more affordable this week. Coming up later this week at the Editor's Closet: Elle Macpherson's Intimates collection and Dolce & Gabbana's ready-to-wear.

Site: editorscloset.com

Top Button

Sign up for an account and take part in the website's Paper Denim, Trend Lab and Jessica Simpson sales this week.

Site: topbutton.com

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The last few websites are all members only, where you either have to be invited, have an invite code, or be on a waiting list to join. I have an account with Cocosa.com, and it's not that hard to become a member of, it just took some time. So what's the point? It will only deter people from the site who can't be bothered to sign up. When you apply a membership such as this, either make it easy, or charge people. But at least give them a choice.

Airbrushing Size Zero

Karl Lagerfeld says only 'fat mummies' object to thin models

German designer claims objections to 'size-zero' models are driven by overweight women

Kate Connolly in Berlin, guardian.co.uk, Monday 12 October 2009 15.20 BST

Karl Lagerfeld, the eccentric German fashion tsar, has waded into the debate about size-zero models by saying that people want to look at "skinny models" and classing those who complain as "fat mummies".

Lagerfeld, 71, was reacting to the magazine Brigitte's announcement last week that it will in future use "ordinary, realistic" women rather than professional models in its photo shoots. He said the decision by Germany's most popular women's magazine was "absurd" and driven by overweight women who did not like to be reminded of their weight issues.

"These are fat mummies sitting with their bags of crisps in front of the television, saying that thin models are ugly," said Lagerfeld in an interview with the magazine Focus. The designer, who lost a lot of weight himself when he went on a strict low-carbohydrate diet several years ago, added that the world of fashion was all to do "with dreams and illusions, and no one wants to see round women".

At a time when the fashion world is starting to hit back at the claims that it encourages anorexia, the Hamburg fashion designer John Ribbe, a regular participant in the Paris fashion show, said the row over underweight models had become hysterical.

"It's just as much a cliché as saying that all models take drugs and get drunk at sex orgies," he said.

"Ninety per cent of them are quite normal, properly proportioned girls with less fat and more muscles, who also eat pizzas and burgers."

Brigitte's editor, Andreas Lebert, said that after years of having to "fatten up" pictures of underweight models with Photoshop, the magazine would produce its first edition with non-professional models on 2 January. "We will show women who have their own identity, the 18-year-old A-level student, the company chairwoman, the musician, the footballer," he said.

The decision follows a recent appeal by British Vogue editor Alexandra Shulman to major fashion houses to end the "size-zero" culture, and a scandal over a Ralph Lauren advertising campaign in which a model had been thinned down using computer graphics.

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Ralph Lauren has been forced to apologise, after airbrushing a model so much that her head was wider than her waist.

The image used in a recent advertising campaign for the brand's Blue Label jeans featured 21-year-old Filippa Hamilton. Already a slim size 8, the French model had been digitally retouched so much that she was left looking emaciated, and with a ridiculously small waistline.

The American label has now apologised for issuing the image: 'For over 42 years, we have built a brand based on quality and integrity. After further investigation, we have learned that we are responsible for the poor imaging and retouching that resulted in a very distorted image of a woman's body.

'We have addressed the problem and going forward will take every precaution to ensure that the calibre of our artwork represents our brand appropriately,' the statement concluded.

The image first came to light on website Photoshop Disasters, after blog Boing Boing printed images of the advert spotted on Japanese billboards. The image sparked a war-of-words between the blogger and the fashion house, before Ralph Lauren admitted that the image had been their mistake.

Monday 12 October 2009, marieclaire.co.uk

Some examples of Photoshop Disasters from the blog.









Some of these disasters are created so that you look closer at the advert, knowing that something is wrong, and your brain attempts to put fit together the pieces, causing you to look at the advert for longer. This can be through extra fingers, lost legs or out of proportion heads and hands.

Wooden Mirror



I really like these wooden mirrors. They have a camera that reads the image infront of the mirror in grayscale, pixelated, and sends the information to the different robot controlled tiles.

125


Marks & Spencer has creating a new 125 range, celebrating the 125 years of the brand by creating a range of clothing inspired by the vintage archive pieces . Back in May they held a Penny Bazaar where all main chains had items selling for a penny. Well, a penny was the minimum donation for each product (only 5 per person) but customers could offer more.
The full range of special commemorative products consisted of five different jewellery sets, scarves, purses and knickers; cufflinks, ties and socks; leather passport holders and leather luggage tags; tea towels and mugs; bags of retro sweets, cans of retro drink, beach toys, and beach balls. Every penny donated went towards the M&S 125 Charity Challenge, which aimed to raise £1.25m for local and regional charities between May and September 2009.
The collection of clothing seems more suited for the elder generation, but has some nice items. It seems a lot of archive collections are being created to prove tot he public 1. that they have an archive and 2. that their old clothes are just as good as new ones.

Vuitton Takes On Middle East & Asia

Vuitton Expansion

LOUIS VUITTON is gearing up for expansion: this year the luxury fashion label has plans to open a store in Lebanon and one in Mongolia, having just opened its latest store in Dubai yesterday.

But that doesn't mean the label is getting too big for its luxury fashion house boots.

"Sometimes in our industry there is a tendency to follow your ego and sometimes open stores where you don't have the market, or stores too big for your potential — we never do that. When we open a big store, we know that there is a market, we know the financials. So we never have to close a store for economic reasons," Louis Vuitton chief executive Yves Carcelle tells DRAPERONLINE.COM.

He added that during 2009, no cuts had been made to investment and, despite there having been fewer store openings this year in comparison to 2008, the same in terms of square metres had been opened.

Louis Vuitton is part of the French luxury retail group LVMH, which counts Marc Jacobs and Donna Karan among its portfolio.

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This news comes after hearing how Versace is closing it's stores in Japan after a fall in profits and news of how the sales of luxury goods has risen in the middle east by 4%.

http://firuzefrench2.blogspot.com/2009/10/versace-quits-japan.html

It's interesting that despite the current climate some brands like Louis Vuitton aren't wary of expansion, instead they welcome it. Whether this is a good decision or not will soon be revealed in their next report.

Streaming Exclusivity

World Wide Marc

MARC JACOBS has compared the modern representation of fashion to a "spectator sport", following a season in which designers showed collections live on the internet, Tweeted secrets pre-show and released backstage films of their collections being made - but denies the practices make fashion more accessible.

"I don't know if it makes the actual product more egalitarian; it demystifies the experience," Jacobs told WWD. "Any behind-the-scenes look is always telling of the fact that these are all real people doing real jobs and who work really hard. Again, I don't know that that makes the end result more accessible. It just makes the ideas more accessible."

Jacobs - who showed his Louis Vuitton collection in Paris last week - also addressed the idea of how to maintain exclusivity, now that all aspects of the collections can be accessed by the public.

"The idea of luxury and exclusivity now comes in another form," he said. "Luxury isn't necessarily about exclusivity; it's about the quality of the design and the quality of the make. One thing that is so different about Vuitton than any of the other retailers, and any of the other luxury brands - Vuitton never goes on sale. That's a huge risk - and I guess an expense - in these challenging economic times, but apparently it's really worked to their advantage, because it's maintained a certain exclusivity."

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Exclusivity in fashion used to mean limiting the product to the market the brand wanted it to be exposed to. Marc Jacobs is now claiming that by having a wide audience equal rights to view the show, the Louis Vuitton brand is still exclusive because of the products, not because of limiting who sees it. A nice way to put it, I'm glad he's not regretting broadcasting the Louis Vuitton SS10 show live, but he maybe should have regretted putting it on Facebook...

11/10/2009

Barbie goes Black

Black Barbie doll range launched

Mattel has launched a new line of black Barbie dolls, trying to dispel previous criticism by giving the models fuller lips, a wider nose and more pronounced cheek bones.

10/10/2009

Bloggerty Blog

20 best fashion blogs

They’re sharp and witty – and so influential that these days they get to sit on the front row at the catwalk shows. They’re the fashion bloggers. Here’s our guide to the ones you’d be fools to miss.

09/10/2009

Magazines do Dating sites?


INTERNET dating is like autumn/winter's Louis Vuitton bunny ears: probably plenty of fun but pretty scary for most people too. Or like your winter Ugg boot obsession: totally understandable and great in the comfort of your own home, but not something you would brag about at a chic cocktail party - until now.

TRULYMADLYDATING.COM is Conde Nast International's first dating site, supported by GLAMOUR.COM and GQ.COM, and created to unite glamorous girls with fashion-conscious GQ-reading boys to create matches made in style heaven.

The site is easy to use - including free profile creation and browsing, and a two-way compatibility system to help find your match - and there are thousands of profiles already online.

Lauren Milligan

09 October 2009

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Condé Nast Publications, Inc. is a worldwide magazine publishing company. Its main offices are located in London, Madrid, Miami, Milan, New York, Paris and Tokyo. Condé Nast is run by S.I. Newhouse Jr. So why dating? Now, I know fashion is meant to be sociable, but surely it's a bit of a risk setting up a dating site to compete with Match.com and eHarmony.com? But then again, it'd be interesting to see the types of men that join the site. You can imagine GQ magazine: Hello boys who read GQ, find girls who read Glamour, you know, the one with the articles like "Why is he no good in bed", "How to lose weight and be obsessed with yourself" oh, and of course all those agony aunt articles that are so educational. Sorry no Meghan Fox here." I doubt there would be many. They should just have created a "creative" site where like minding people can answer questions like Yahoo Answers and create directories like LinkedIn for the fashion business. Unless there are a lot of lesbians in the fashion industry, I'm guessing there will be a lot of disappointed girls looking for guys, or some lucky guys who get 100 emails a day because they're one of 10 guys. Just stick to Match.com, there are more chances and there are 6 month guarantees.

Prada Blueprint

ALREADY the foundations of many a woman's wardrobe Prada is about to take this one step further with its latest project, JWP Epicentre - a collection of souvenir T-shirts depicting the floor plans and fronts of Prada's most famous stores; Aoyama in Tokyo, Beverly Hills in Los Angeles, Broadway in New York, Old Bond Street in London and Galleria and Montenapoleone Uomo e Donna in Milan.


Featuring overlapping graphic designs, the idea behind the T-shirts is that they become a souvenir, serving as a visual and literal reminder of each particular city. The result is a busy and hectic print in a bid to recreate the non-stop nature of Prada's creative process.

In colours in accordance to each store, the unisex T-shirts are available this month and in sizes XXS to XXL, costing £135.

Jessica Bumpus

09 October 2009

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A unique idea to let more consumers buy Prada for less. By having a collection that is created with a wider audience in mind, it makes the label seem more available and more friendly, bringing new, happy customers. Prada has always had it's toe in Art and Architecture, but it's a nice surprise to have the prints based on Prada stores. Hopefully you'll be able to buy different prints in the same store, because I've been to the Prada in Rome, but not in London, and know which friendlier store I'd want on my t-shirt.

Charity with Campbell

NAOMI CAMPBELL is teaming up with Louis Vuitton in the name of charity.

The supermodel has chosen one of the label's bags to sell and raise money for the White Ribbon Alliance, an organisation dedicated to reducing maternal mortality worldwide and for which she is also a global ambassador.

"I think it's going to sell really well," Campbell tells WWD of the square-shaped bag with canvas stitched strips.

Its launch will coincide with the 100th anniversary of International Women's Day next March. The bag will be available at Louis Vuitton stores priced 1,900 euros.

08/10/2009

Wet Wet Wet



John Galliano's Smoke Bubbles

The fates really conspired against John Galliano at the Paris prêt-a-porter season last night.

Firstly, he appeared to have been pushed into using the ghastly Halle Freyssinet as a location; no one in their right mind would willingly choose to show in this unlovely, dank, cold warehouse, near an underpass, in the 13th arrondissement, a good 30-40 minutes drive from the centre of town.

And, thirdly, perhaps most unfairly, the heavens opened in Paris at around 8pm. It was more a case of “après le deluge, moi!”

Torrential rain, thunder, lightning, this little meteorological event had it all. The streets were awash; “une piscine,” said our driver, negotiating a foot-deep lake that had suddenly appeared on the road along the Seine.

The rehearsal had barely started when crowds began arriving at the ‘loading bay’ of this ghastly venue. A lucky few got into the covered foyer; many stood standing in the rain. Among the slightly-drenched; a furious Carine Roitfeld, editor-in-chief of French Vogue. “I wait all this time in the rain and you can’t even give me a glass of water,” she stormed at a hapless PR, who would have been better off with a bucket than a clipboard – as the roof had started leaking.

How did Prince arrive for his front-row seat, in a bright red suit, looking as fresh as a daisy and as dry as a bone. And was the singer Katy Perry, who came on the arm of Russell Brand, parachuted in? How else to explain the fact the hem of her trailing, pink carpet gown, showed not a touch of damp?

With an increasingly angry crowd, many seated under the drips, the show eventually started nearly an hour late. Under such unfortunate circumstances, it is hardly surprising the show was not greeted with rapturous joy. Which is a shame, since the updated ‘Sunset Boulevard’ theme (snatches of the original dialogue from Billy Wilder’s 1950 movie, opened the show), and story of a silver screen heroine deciding what to wear for her comeback, was perfectly suited to Galliano’s signature, boho-glamour: 50s-look, tailored jackets, with lace and floral slip-dresses, and long, bias-cut gowns, accessorised with millinery confections by Stephen Jones.

Dear John, We love you. But please, next time, can you choose a venue closer to town? One even within shouting distance of a nice café or restaurant, would be thrilling – especially after a 12-hour day!

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This is why designers are showing their collections online: to avoid the "used to being pampered" press and celebs who will judge the show solely on whether they wait in the rain or in a cafe. Put of the entire report by Hilary Alexander, the clothing only gets one paragraph.

Well, from someone who wasn't pissed off at being in the rain, the show was typical Galliano, dark, sinister and bohemian.

"John Galliano delivered a sartorial remake of "Sunset Boulevard," recasting its tragic heroine - the faded screen siren Norma Desmond - as a tough cookie whose iron will and magpie eye allow her to prevail in the end." (The Canadian Press)

Romantic


Versace Quits Japan

VERSACE has revealed that, after nearly 30 years operating there, it is set to pull out of Japan - ceasing all retail operations there by the end of the month.

The Italian label's withdrawal, which included the closure of four standalone stores and its Tokyo office, appears to confirm the consumer slump currently being experienced by one of the world's largest luxury markets - and hints that the recovery may not be swift.

Versace is not the only luxury label to experience the sharp end of Japan's declining market, LVMH - owner of some of Japan's most popular labels including Louis Vuitton, Fendi, Celine, Givenchy, Marc Jacobs, Kenzo and Emilio Pucci - has also suffered a 20 per cent dip in sales in the first half of the year. In contrast, the company's sales in the rest of Asia increased by four per cent over the same period, the Financial Times reports, and contributed 24 per cent of LVMH's first half revenues versus Japan's 11 per cent.

Louis Vuitton has also cancelled plans to open its largest store the Ginza district of Tokyo next year; Marni closed a store in the Marunouchi area after nearly five years; whilst Chanel also closed a boutique in the southwestern district of Kyushu in the past year.

Lauren Milligan

08 October 2009

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It makes sense that Asia's sales in luxury goods have risen, but having stores fail in Japan was unexpected. It's a luxury label capital, they love it out there, so has the recession really affected Japan so much that the Japanese will have to revert to fakes?


3RD CENTRAL

3rd Central with Alexander Wang

HE'S the designer behind the art of dressing down, New York-style, and he's coming to London's Selfridges store next week: Alexander Wang.

To celebrate the store's new 3rd Central concept - a space dedicated to its contemporary and denim collections including Marc by Marc Jacobs and Markus Lupfer - the designer has recreated his New York studio in the department store, complete with furniture he's shipped in specially, as well as creating an exclusive capsule collection of signature pieces, which will only be available in Selfridges.

Fans will be able to meet Wang from 5.30pm to 6.15pm on October 13 as he makes a special in-store appearance to launch all the fashion fun.

Jessica Bumpus

08 October 2009

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Meet Alexander Wang at Selfridges

Meet cult designer Alexander Wang on Tuesday 13 October from 5.30pm until 6.15pm as he makes a special appearance in-store to launch his new concept boutique on 3rd Central!

Don’t miss the exclusive capsule collection Wang has created especially for Selfridges this season. The American designer continues to cause a stir this season with his must-have pieces literally flying off the shelves. Clean and classic refined silhouettes mix with an urban street undertone to create a look that is always individual, sexy and stylish.

The new collection is glossy and tailored with high-shine fabrics. Contrast is a key theme in the collection; sexiness versus androgyny and wild-child versus sleek and controlled. Be sure to be one of the first to snap this up when it launches in September!

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I think 3rd Central is a great idea for Selfridges to allow more designers instore, but less permanently. It's not quite a unique idea as there are many stores that have had concession stands in store, but is it really worth having another designer in a designer store? I was thinking it would be nice to have a stall that has everything you need in the fashion world- a Rolex watch, a Marc Jacobs bag, Jimmy Choo shoes, all the typical, obligatory items a fashionista (with a lot of cash) would have.

07/10/2009

Trickle Down Fashion

The Matthew Williamson Dress, from the Spring Summer 2009 Catwalk show. Notice the shape of the bandeau and the jewels on the pockets. It sells for around £900.


Lipsy's Version, on Asos.com, sells for £65.


Boohoo.com's Jasmine Statement Jewel Cocktail Dress, sells for £25.

This just shows how influential catwalk designers really are. When it comes to them designing a wearable product, the result is copies. Lipsy would have to be the worst criminal, as their current collection is pretty much solely based on the Matthew Williamson dress.
I guess it's to be expected, and nice to have a choice.

LOUIS VUITTON

An antidote to last season

Well, still no word on why they'd chosen Facebook to show their latest collection, unless they were trying to be funny. Whether it was Marc Jacob's intention or not, I couldn't take the clothes seriously with those Annie afros! The shoes as well (not a high heel in sight) looked like little dogs running along the floor. Very, very cute!




Most of the shots are midriff as it was really the only close up shot of the bags, (if only we had those Alexander McQueen cameras) which were very similar to the bags I had in the 90s: Bum bags, sacks and little rucksacks. It was very playful, with short skirts and cycling shorts underneath resembling sportswear and the new subculture that opposes anything punk so switches to looking like they were out of Party of Five. Add some high tone colours, tassels, embellishment and check prints and you've got a Louis Vuitton collection.




One thing I really liked from the bags were the hanging fur (I forget what they're called) that look like a rabbit's foot, and long tassels on small bags. It made it look like the accessories on the bags were making them, and I can bet there'll be an increase in sales of their bag charms next year.

Look, It's really from Savile Row

SAVILE Row tailoring is already a benchmark of quality across the world and now the bespoke landmark is set to make things official. The Savile Row Bespoke association is pushing for a "kitemark" which will distinguish its handmade suits from nearby cut-price competitors.

"Our members are facing a lot of young customers whose fathers had not brought them to the tailor," Anda Rowland, a Savile Row Bespoke Association board member told the London Lite. "A lot of younger men have no idea what they are looking for."

The association hopes that the application to brand the Savile Row name will help customers understand the difference in quality between a £500 "made-to-order" suit and a £3000 bespoke one. If successful the official appellation contrôlée protection order would give the suits the same protection as Champagne and Parma Ham.

Lauren Milligan

07 October 2009

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Does anyone remember all those protests that were going on about Abercrombie & Fitch being on Savile Row? It was a way of literally murdering the tailors. These big stupid American companies thinking they know London. Do you really think the people of Savile Row will buy from there? Instead Savile Row is a mix of those who buy the elite versions of fashion, and teenagers looking for a t-shirt with a logo stitched to it.

Personally, I would prefer to spend £500 than £3,000 on a suit, but if I had the money, I'd definitely be on Savile Row. Their quality is world famous, and I'm surprised they haven't had a kitemark before now. Did you know that when you go to buy a suit in the oldest tailor on Saville Row, there is no price tag, no demand for £3,000, they only have an understanding with the customer that they will pay, and they pay what they think the suit is worth. It sounds like it's an age old agreement made 200 years ago.

Hopefully Savile Row will continue to make suits that, like Parma Ham, are worth more than their weight in Gold.

Oh Well Hermès

Heritage And Quality

THE recession might bring drops in prices - or at least waiting lists - but your hopes will be dashed if you have your sights set on an Hermès bag. Ceo of the French luxury label Patrick Thomas insists that the house will have no part in "masstige" - his term for mass produced prestige goods - and that the key to weathering the recession lies in maintaining the quality synonymous with the brand's history.

"We don't grow as fast as we could," Thomas told the Financial Times, "because we do not want to waste the image and the heritage that this company has developed in six generations just to make short term money. It would be a capital sin when you have an asset, a jewel like Hermès."

The brand - which had only 300 artisans when Thomas joined in 1989 - now employs 2,000 people capable of producing an Hermès bag, but each takes years to train and, Thomas explains, due to an increase in demand two-year waiting lists are still to be reduced.

"It is shocking to have to wait two to three years, so we try to train as many craftsmen as we can," Thomas explained. "If people buy an Hermès bag, they know it is going to last them for 40 years...it is very different from buying a bag that you are going to throw away at the end of the season."

Thomas also rubbished suggestions that Hermès are contemplating investing in struggling jewellery Asprey after purchasing its New Bond Street store (read more about the acquisition here), insisting it was a "property investment".

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Hermès Winter at Last AW2009 campaign

It's a shame, but really Hermès makes a good point. If you ignore the over used word of Heritage, you are left with a brand that will promise you to deliver quality and sustainability. They are being smart in not developing the company at this time as they think doing something like a flash sale will only put Hermès at the top temporarily, and it will then be forgotten when the next label does the same thing. If you buy Hermès you're not buying something that you'll just keep in the wardrobe after using it, you're investing in assets, buying something timeless, and something that will never ever lose it's worth. It will be interesting to see how Hermès manages advertising campaigns with this in mind.