The best thing that can happen to a PR pro? Coming to a press launch and feeling like you would organize it exactly the same way. It does not happen often, in fact – it is a very rare thing. So, when it does, the joy and respect for the people behind it is immense.
I had a chance to witness such an event in Paris two weeks ago. It was the press launch of a French fashion brand pour homme Les Garcons. Created by two talented designers, Gregory Lamaud and Louis Gerin, the label returns with the basic line and the fall/winter collection 2012/13. Both collections offer men’s lingerie, shirts, swimwear and home wear. 2012 is a BIG come-back-year for Les Garcons and I keep my everything crossed for their success!
Gregory Lamaud, Chantal Thomass
(a friend of Les Garcons) and Louis Gerinphoto: Les Garcons
The press launch was organized in the tre chic Jules & Jim hotel, where – after presenting your personal invite – you were given a map which guided you through four rooms, each presenting one line by Les Garcons. We traveled through rooms filled with monochrome hues of deep black, shadow grey, night blue and white, enjoying the touch of sensual fabrics – silk, modal and cotton mesh, and the look of sexy models – lounging on beds, or goofing around in the apres ski party style. Some of them didn’t just pose but were happy to chat with the visitors. You look very sexy, boys! – I couldn’t help saying. You look very beautiful, madame! – they replied. Wouldn’t you be flattered? I was.
The most favorite room? Apres Ski Party!
I love the concept of Les Garcons, the quality of the garments, the understated style. I truly enjoyed being taken on a journey into the brand. Not an ordinary press launch.
Having seen the collection, I toasted to the success of the label in the hotel bar and, while sipping my champagne, interviewed Gregory about how it all began. But that, my dear reader, is the subject of another write-up… (go here to read the interview).
Champagne and branded cupcakes were served to the journalists. Yummy!
PS. Les Garcons is launching in-store in summer 2012, with collections being available on-line as of spring. For now, visit their Facebook and blog. Voila!