Words: P.Ramakrishnan
Images: Portrait by Hyvis Tong, other images courtesy of Lancel.
In a one-on-one with the new CEO of Lancel Worldwide, Marc Lelandais, we find that the 133-year-old French luxury house Lancel stopped selling bags a long time ago. In his own words says the tri-lingual Lelandais, “We are selling stories and seduction to women around the world!”
When speaking to the 40-year old head of the luxury leather goods brand Lancel, it is easy to note the enthusiasm and confidence with which he’s promoting the opening of the new Gatsby inspired store in Hong Kong. Especially considering the nebulous economic climate, the opening of a shop, the launch of a new line of bags, it all seems quixotic and alarmingly positive.
But as he explains, “This is the time for the creative people to really show what they’ve got. When we launched a series of colourful leather accessories called the “Remember” line in February 2009, I knew we didn’t need it. It is completely useless!” he says with a laugh.
This is what differentiates French luxury brands from others. Creating a beautiful product that essentially, one doesn’t need, but desires. Lancel’s travel wallets and passport holders are bright and beautiful. And in these cautious economic times, even cost-effective. The unisex collection of products that includes a card holders to mirror, picture holders and pencil cases in bold bright colours are, as Lelandais says, essentially pointless but pretty.
“Well we didn’t really these colourful bits and pieces but I wanted to showcase this. It is time to throw a bit of colour, some creative pieces into the market. Be creative, be bold! Times are tough but they can only get better.”
Is the fact the prices seem a bit more affordable an “Lancel products come in a wide range of prices and always have. So why buy one, when you can buy two bags?”
Having stared his career at Pierre Cardin, yet another iconic French brand, Marc Lelandais left the perfume section soon to head the accessories and licenses division in Escada. Having launched the jewellery with great success (Escada Junio) and the leather goods department, he stated that nothing beats “audacity, hard work and attention to details.”
All of which he brought with him in 2006 to Lancel, when he became President and Chief Executive Officer. “I came a while before the economic crisis hit, well, everywhere. There are three things I wanted to bring to the forefront of the brand – and that hasn’t changed no matter what. Firstly, we had to establish our story again. We had to go back to our soul and telling our stories. Second, express the brand’s spirit as a French entity that’s been around for over a century. And third, regenerate desire and rejuvenate the style of the brand.”
Which perhaps explains the sudden facelift for the shops around the world; starting with their signature stores in Hong Kong. The brand has been in China for the past decade with 44 shops and outlets dotted around the country. The first new concept store in Hong Kong, (at Festival Walk and soon all around China too) was designed by renowned French designer Christophe Pillet, he successfully transformed the “Christophe Pillet” concept – from a classic and contemporary vision of architecture into an art of boutique design and visual merchandising. Providing customers a warm, refined and elegant ambience, in which was inspired by Lancel remarkable history and beliefs of French nonchalant living style.
After a media tour of the latest shop, we sat down for a chat.
Working in China has been most exciting. Shanghai is the place to be inspired. I go there many times a year and it is one of the most inspiring cities in the world. The combination of east meeting west, its wonderful there. Many people say its going to be a world city – it already is. Though China is a young market with a rich tradition
Women are all the same around the world.
I completely agree. Androgeny doesn’t work for me or my brand. But an item that is useful and use-able for men and women, such as a passport holder or diary, well those are universal.
Because she’s a rare, elusive star. When I met her, she had that rare quality of a true movie star about her. She comes in a few films, she disappears. She then reappears in another film, she’s not constantly in the media, doing many, many movies. She chooses her project properly. You know she approached us to be the ambassador of the brand.
A unique quality of strength and beauty.
Our story. Our brand history.
A Lancel bag of course.
Lancel used the Chinese superstar, Zhou Xun to be the first Asian image girl for Greater China. To showcase our French Legérèté stories, and we took an exhibition to Shanghai, China. For qualities that we like in women, strong, rare, unique spirit so we chose her. There are many beautiful women in China but when we saw her, met her, we know, there’s something special about her.
NOTE: From 2010! Go figure. Found it online. Hmm.
Images: Portrait by Hyvis Tong, other images courtesy of Lancel.
In a one-on-one with the new CEO of Lancel Worldwide, Marc Lelandais, we find that the 133-year-old French luxury house Lancel stopped selling bags a long time ago. In his own words says the tri-lingual Lelandais, “We are selling stories and seduction to women around the world!”
When speaking to the 40-year old head of the luxury leather goods brand Lancel, it is easy to note the enthusiasm and confidence with which he’s promoting the opening of the new Gatsby inspired store in Hong Kong. Especially considering the nebulous economic climate, the opening of a shop, the launch of a new line of bags, it all seems quixotic and alarmingly positive.
But as he explains, “This is the time for the creative people to really show what they’ve got. When we launched a series of colourful leather accessories called the “Remember” line in February 2009, I knew we didn’t need it. It is completely useless!” he says with a laugh.
This is what differentiates French luxury brands from others. Creating a beautiful product that essentially, one doesn’t need, but desires. Lancel’s travel wallets and passport holders are bright and beautiful. And in these cautious economic times, even cost-effective. The unisex collection of products that includes a card holders to mirror, picture holders and pencil cases in bold bright colours are, as Lelandais says, essentially pointless but pretty.
“Well we didn’t really these colourful bits and pieces but I wanted to showcase this. It is time to throw a bit of colour, some creative pieces into the market. Be creative, be bold! Times are tough but they can only get better.”
Is the fact the prices seem a bit more affordable an “Lancel products come in a wide range of prices and always have. So why buy one, when you can buy two bags?”
Having stared his career at Pierre Cardin, yet another iconic French brand, Marc Lelandais left the perfume section soon to head the accessories and licenses division in Escada. Having launched the jewellery with great success (Escada Junio) and the leather goods department, he stated that nothing beats “audacity, hard work and attention to details.”
All of which he brought with him in 2006 to Lancel, when he became President and Chief Executive Officer. “I came a while before the economic crisis hit, well, everywhere. There are three things I wanted to bring to the forefront of the brand – and that hasn’t changed no matter what. Firstly, we had to establish our story again. We had to go back to our soul and telling our stories. Second, express the brand’s spirit as a French entity that’s been around for over a century. And third, regenerate desire and rejuvenate the style of the brand.”
Which perhaps explains the sudden facelift for the shops around the world; starting with their signature stores in Hong Kong. The brand has been in China for the past decade with 44 shops and outlets dotted around the country. The first new concept store in Hong Kong, (at Festival Walk and soon all around China too) was designed by renowned French designer Christophe Pillet, he successfully transformed the “Christophe Pillet” concept – from a classic and contemporary vision of architecture into an art of boutique design and visual merchandising. Providing customers a warm, refined and elegant ambience, in which was inspired by Lancel remarkable history and beliefs of French nonchalant living style.
After a media tour of the latest shop, we sat down for a chat.
Please tell me about Lancel in Asia/China. What has the response been like to the products/lines showcased here?
Working in China has been most exciting. Shanghai is the place to be inspired. I go there many times a year and it is one of the most inspiring cities in the world. The combination of east meeting west, its wonderful there. Many people say its going to be a world city – it already is. Though China is a young market with a rich tradition
What do you note that’s different from a European consumer vs an Asian one?
Women are all the same around the world.
I’ve heard that in France and Italy, for example, unisex items items are frowned upon. What’s the response been like to products such as the unisex collections of Lancel’s Remember line?
I completely agree. Androgeny doesn’t work for me or my brand. But an item that is useful and use-able for men and women, such as a passport holder or diary, well those are universal.
Your brand ambassador is the (divine!) Isabelle Adjani. How was she chosen to represent Lancel this year?
Because she’s a rare, elusive star. When I met her, she had that rare quality of a true movie star about her. She comes in a few films, she disappears. She then reappears in another film, she’s not constantly in the media, doing many, many movies. She chooses her project properly. You know she approached us to be the ambassador of the brand.
Who have been past ambassadors for the brand? What are you looking for with them?
A unique quality of strength and beauty.
It’s a highly competitive market in luxury leather goods, esp in brand savvy HK. Do you agree? What separates Lancel from others?
Our story. Our brand history.
What should every woman have in her fashion-able wardrobe?
A Lancel bag of course.
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| John-Paul Pietrus shoots Chinese actress Zhou Xun, for Lancel. |
Last year, Lancel revealed Zhou Xun to be the first Asian image girl for Greater China. How was she chosen?
Lancel used the Chinese superstar, Zhou Xun to be the first Asian image girl for Greater China. To showcase our French Legérèté stories, and we took an exhibition to Shanghai, China. For qualities that we like in women, strong, rare, unique spirit so we chose her. There are many beautiful women in China but when we saw her, met her, we know, there’s something special about her.
NOTE: From 2010! Go figure. Found it online. Hmm.
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