Yes, indeed! I am always surprised by women of my generation who are recalcitrant about social media.

This is the purpose of fashion: pleasure and desire that brings you self-confidence. How do you think they embody the codes of the maison? I love the happy images because I am convinced luxury shouldn’t be square and stiff. What are some of the images that popped out to you most? And why? It’s more important to do what we love with conviction. I have two daughters and I am always surprised by what they like or not like! We already have very young customers and this book shows it. It’s a silly idea when a brand does special things for young people: they are generally wrong. Roger Vivierĭo you think the brand is trying to attract a younger demographic? Tina Leung and Leandra Medine in #LoveVivier.

I think the most important brands around the world have this in common: there is not one type of woman or only one generation, and this is what makes them so powerful. We also noticed that our customers are very different from each other and belong to many countries. Making a book is a way to freeze nice moments. Why do you think it was important to focus on social media influencers?īecause media influencers are important today! Also, many people see all their pictures, but by definition, it goes by quick and nothing stays. The whole thing is more spontaneous and less like a gallery of jewels. In this one, we show women who love the items and how they wear them. Indeed, we did a couple of books already, but those were mostly showing the products-shoes and bags. How does #LoveVivier compare to Roger Vivier’s other coffee table books? Fashion is made to be worn, so ambassadors show how they can wear things in another way than on the runway, and people appreciate it. I guess customers can identify with it easier. So it wasn’t obvious at this time! But Karl Lagerfeld thought it was important to have someone embody the brand. Let’s be pretentious: when I signed a contract with Chanel in the ’80s, many people were surprised and told me I should keep being a model like the others. Why do you think luxury brands are so keen on recruiting brand ambassadors nowadays? I didn’t have to evolve: it’s just everything I’ve loved forever, and maybe that’s the definition of fashion.

There are very few designers who worked in the ’40s, ’50s and ‘60s, and kept on going until the ’90s! So keeping this spirit of taking risks all the time is really Vivier’s soul. Roger Vivier, the man, was always very creative and managed to evolve in each decade, being a researcher and always underground even if it was always elegant. Personally, the brand evolved just the way I imagined it. Tamu Macpherson and Charlotte Groeneveld #LoveVivier.

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