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Exclusive shopping in New York with Hugo Boss

Fashion brand Hugo Boss was giving away an exclusive shopping experience with the popular actress Chloë Sevigny. The event took place on December 14, 2011 in the New Yorker BOSS store in the Meatpacking District. And guess what... It could have been you as entry was open to all foursquare followers who check in on foursquare at a Hugo Boss store between November 28 and December 6, 2011.

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The winner, a cute 21 year-old French girl from Paris, received a flight to New York including hotel accommodation. The highlight of her first visit to the international metropolis was the shopping date with the style icon Chloë Sevigny.

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At the store she could explore the entire collection together with the actress and got fashion advices from the style confident star in a relaxed atmosphere. After more than two hours of shopping (experience) the young student left the New Yorker store with three new outfits for different occasions and lots of new styling tips.. The internationally known fashion blogger Bryanboy attended the event, so the fans were able to follow it live on Twitter.

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The Girl with the Alhambra bracelet

I started Passionluxe.com in October 2005. Since then, I have been thinking of presenting some of my readers, simply because this blog would have no point of being without you! A couple of days ago, I told this to a friend of mine, Isil, and I go this reply: “Sounds great. I will send you an email soon”. And I got the email within a week with this short note: “Ankara, Turkey, some months ago. I am sure you will love a detail on those pictures!” That’s how Isil became the girl with the Alhambra bracelet.

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Photoshooting in Ankara. Isil is wearing a Van Cleef & Arpels Lucky Alhambra bracelet in white gold with white and grey mother of pearl, turquoise and Lapis-Lazuli.

Article en français ici

A pop-up store for Monsieur Baron

It was in 2008, I think. Marie, who was a colleague of mine, called me as we had to discuss an important point. After finalizing the last details of our marketing operation, Marie told me that some of her friends were launching a shirt brand and that they were currently developing the retail network and the visibility of the brand named Mr. Baron. A couple of days later, I received a shirt from her with a short message: "Cette chemise vaut tous les discours marketing." that can be translated: "This shirt is worth all the marketing speeches". It was pretty self-confident, isn't it?

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Actually, not really. We are now in 2011 and I still have the shirt that has been washed and ironed so many times (See pictures below and above) but it still looks almost brand new! I think that's the best proof of quality.

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Unfortunately, Marie is not a colleague of mine anymore as we both continued our career in other places. However, Mr Baron is still on track. The brand just opened a pop-up store in Paris last Thursday (See pictures below).

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You can discover Mr. Baron's products in Paris (1, rue de Richelieu) but you better be quick as it closes its doors tomorrow at 5pm!

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Pop-ip Monsieur BARON, from 8th to 11th of December, 1 rue de Richelieu 75001 Paris. Subway: Palais Royal ou Pyramides. In partnership with My Pop Up Store. More details at vip @ monsieurbaron dot com

Article en français ici.

Reebok «Reethym of Lite» party in Paris


On November 17th, Reebok celebrated its partnership with producer, rapper and designer Swizz Beatz.


The brand gathered more than 600 persons at the VIP Room in Paris for the launch of its new advertisement campaign « Reethym of Lite » and for the launch of new sneakers created with Swizz Beatz who atttended the party and offered a unique show, together with Canadian DJ Dirty Swift et Mouloud Achour, from French TV Canal+.

Swiss cult brand Freitag

In 1993, graphic designer brothers Markus and Daniel Freitag were on the lookout for a messenger bag. Zurich citizens often travel by bicycle - 'velo' they call it. When it rains, they get wet. The Freitag brothers wanted a heavy-duty, functional and water-repellent bag to carry their designs.

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Inspired by the cheerfully coloured lorries rumbling along the cross-Zurich highway just in front of their flat, they cut a messenger bag out of an old truck tarpaulin. As carry belt, they used second-hand car seat-belt webbing, while an old bicycle inner tube provided the edging. A cult brand was born! And I had the chance to visit its more emblematic shop in the industrial area of Zurich.

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Freitag is very popular in Switzerland and its concept is clearly successful: the brand products are 100 % recycled materials (truck tarpaulins, used car seat belts, etc...). Overall, they are quite low-tech, have an already-used style but that's not the point. The fact is that the bags are quite cool looking and the brand communication is pretty efficient.

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The company uses the Internet a lot to communicate and its website is full of information, explaining the process of manufacturing of the bags. The eco-friendly concept is very popular and almost all bags are one-of-a-kind or very limited series as the raw material (truck tarpaulins) restrains the potential for large production.

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Picure 1: View of Zurich industrial area, in which the concept store is located / Pictures 2-3: Outside view of Freitag shop / Picture 4: A Freitag bag / Pictures 6-7-8-9: details of the shop / Picture 10: Sight of Zurich, seen from the concept store roof top.

Gaga of Gaga

Lady Gaga is a strange yet worldwide phenomenon. Some people consider her almost like a modern goddess, while other people simply do not understand the media tsunami around the pop idol. However, one must admit that Lady Gaga has been inspiring tons of people lately, from fashion designer to luxury brands or store, like Swiss retail chain Grieder...

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Those images were taken a couple of weeks ago on Bahnhofstrasse in Zurich, Switzerland.

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