Louis Quatorze Launches Paris Collection
By Cathy Rose A. Garcia
Staff Reporter
Louis Quatorze introduced its Paris Collection of French chic-inspired handbags and accessories in Seoul last week.
The collection, designed by creative director Pierre-Louis Mascia and made in France, was inspired by modern art and classic prints with French sophistication.
``It's all about bringing the French touch to the brand,'' said Patricia Lerat, development director for the company.
Now available at the newly reopened Louis Quatorze flagship shop in Cheongdam-dong, southern Seoul, the Paris Collection offers three distinct lines.
The Madame de Maintenon range features classic and formal designs. There are orange and chocolate brown handbags in classic shapes made of luxurious leather. ``It's discreet and chic, no bling,'' Lerat said.
The Madame de Lavalliere collection includes evening accessories, such as clutches with tassels and small purses.
On the other hand, the Madame de Montespan line has a more ``frivolous and provocative'' style. A mix of vintage prints, patterns, dots and stripes are used on tote bags and weekend bags that are fun and casual but still fashionable.
Y.S. Kwon, executive vice-president of Louis Quatorze, said the company is confident of the brand's prospects for the coming year. He emphasized its commitment to ``classical elegance, modern chic and East-meets-West'' aesthetics.
Louis Quatorze was founded in 1980 by Paul Barrate, who came from a line of artisans, in Versailles, France. It was named after the iconic French King Louis XIV (1638-1715), who was renowned for his luxurious and decadent lifestyle during his reign.
It became especially popular in Asia during the 1980s for its high quality leather goods. In 1990, Korean company Taejin International bought the brand. Under the helm of its president Jeon Yong-joon, Louis Quatorze was reborn as a luxury label, relying on its French heritage.
The year 2010 is a significant year for Louis Quatorze since it is celebrating its 30th anniversary. While it has already made significant inroads in the Korean market, Louis Quatorze is trying to also establish a presence in its ``birthplace,'' France. It opened its design office in Paris in 2008.
But as a French-born brand, it was only fitting for it to have a flagship store in the Marais district of Paris. The store, which opened in October, sells handbags from its Paris Collection, as well as its line of trunks and other accessories and leather goods.
Lerat said many Asian tourists have been shopping at the Marais shop, attracted by the ``very French style'' of their bags.
`` It's good that Louis Quatorze is working in a distinct French style now. Consumers are looking for that. ... We are going back to the label's DNA, France," Lerat said. "We want to make something new for the future, a return to simplicity.''