Belle Sauvage was created in 2008 and is nowadays based in London. Virginia Ferreira and Christian Neuman, who are the Designers behind the label are both from Luxembourg. Virgina designs the sharp and imaginative silhouettes, while Christian is responsible for the vivid and dynamic prints.
The fans of Belle Sauvage are young, awake and aware of the future trends, women as well as men wear their eye-catching designs. Although the label isn’t that old, they found their place in the celebrity market quickly; Lady Gaga, Katy Perry and The Ting-Tings are loyal customers.
Did you follow a fashion design study or do you come from a completely different background?
Christian Neuman I have a BA in Design but mostly did painting and illustration in my first degree. I have an MA in Filmmaking. Virginia has a diploma in Fashion Design.
Do you think your study prepared you enough for working in this industry?
The studies are really just the entrance to the industry. It is a necessary tool but everybody nowadays has at least a B.A in a design related subject. It does certainly give you some crafts but it is just the beginning.
Did you know from the beginning you wanted to create your own label?
Yes. Can’t work for someone else. I get no satisfaction form it.
What was your occupation before you started with Belle Sauvage?
I did some exhibitions and directed some films.
How did you come to the idea of establishing your own label?
Fashion was at the end the industry, that combines most of our talents. I really love it because I love the people and the speed of creativity that you need to stay fresh all the time.
Did you ever think you would come this far with your label (that pop stars like Lady Gaga wear them)?
To be honest press is the very easy part of a label. You just need to get a good press agent. Sales and a long term creativity are the key challenges.
What always inspires you?
Fine arts are my thriving inspiration. It just gives me the freshest approaches upon the world and esthetics.
Can you tell us three major style keys about the S/S 2012 collection?
It was 40’s chic, big allure iconic film stars and deconstruction of bloc colors versus floral and abstract prints. Lots of creamy yellows, soft lilac and reds. A lot of White too.
|fashion film still|
Explain us a little about the phenomena fashion film, which you are also experimenting with! I love fashion film because I am also a filmmaker. I see fashion film as the avant garde art films form the beginning of last century. Of course they are selling products but you can be so creative. It is much better than just stills as you have the audiovisual aspect.
What blogs do you read regularly?
I don’t read blogs unless we are featured in them. I do like the coolhunter blog…
What are your plans for the future?
We will move to Paris with PR and showroom. We want to show official schedule in Paris asap and of course expand our sales worldwide with a focus on Asia.
How does the label Belle Sauvage deal with the economic crisis?
We target markets that are on the other side of the coin and have fast economic growth.
Do you think of going back to Luxembourg at some point of time?
Yes, I am all the time in contact with Luxemboug at the moment. After 6 years in London I was happy to look more often into what’s going on in Luxembourg.
Thank you for your time!
Editors note: The collections FW 2012 and SS 2013 are already to see on the Belle Sauvage website or facebook page!
This interview was for the magazine project I.M.