(NEW YORK) Couldn’t make time to check out what’s going down at the Coterie trade show in the Javits Center? No sweat, we’ve got you covered! As the U.S. PR Director for Sonia Rykiel and Sonia by Sonia Rykiel, Lola Rykiel epitomizes the label founded by her brilliant grand-mère. With a big relaunch on the docket and a stylish family legacy to uphold, how’s the New York-based chicster keeping her Parisian cool? The full scoop, right this way!
BY DENA SILVER
First things first! Why is Sonia by Sonia Rykiel relaunching?
We wanted to embed the brand in other significant places beyond Paris.
What kind of gal wears the diffusion label?
The Sonia by Sonia Rykiel girl is a contemporary French girl who goes out, is excited by life, and is intensely focused on the now. She’s into street style. In the latest collection, the look gets a bit more androgynous.
Sounds very different from your grandmother’s original namesake line! What’s new for the hip offshoot line?
It has a refreshed flagship in Paris, a new logo, and a new website.
Sounds digitally savvy! So what is the SBSR girl’s favorite form of social media?
She does it all! But to her, Instagram is the best.
Where can New Yorkers snag the collection?
Kirna Zabete and Shopbop.com.
If this new girl was hanging out in New York on any given Saturday, what would she be doing?
She would definitely go to the MoMA, the Brooklyn Flea, and Landmark Sunshine Cinema. She would be going from Brooklyn to Harlem looking for the newest exhibition; she’d go to galleries in Chelsea and shop at Kirna Zabete. She’s a girl who likes a bit of everything. Oh, and she’d go to Ladurée for macarons!
If she were in Paris, would she choose Left Bank or Right Bank?
Left Bank, but there’s so much going on over on the Right Bank—it’s really cosmopolitan, cool, and arty. She would be traveling to both banks with a big sense of freedom.
Tell us about the silhouettes and the color palettes for the Spring season.
It’s very fresh, graphic, and colorful. The fabrics highlight the body, but they aren’t tight or constraining. It’s a new sense of sensuality. The colors are very intense and there are a lot of stripes, baby cats, heart prints, and pastel colors. It is strong, but shows softness.
How long have you been involved in the company in the U.S.?
It’s been three years. I’ve been involved a lot of my life, obviously, because I grew up in this world and saw the whole evolution. I think I really understand the demographic, and I love the brand. It’s really wonderful to bring this beautiful French universe to Americans. I think they’re really receptive to it.
When you’re in New York, do you frequent French restos for a dose of home?
There are a couple of French places in New York, but I love American culture! That’s why I came here. I love going to very American places that you would probably think are so uncool, like speakeasies and diners. Those are the things that make me dream about America. I go back to Paris enough so thatI can enjoy New York for what it is. There’s such diversity in New York…it would be such a shame to just go to the French places!
What are your Parisian haunts?
I always go to The Cartier Foundation for Contemporary Art in the 14th arrondissement. They usually have amazing artists; it’s kind of like a small Georges Pompidou. I learned about a lot of artists for the first time there, because it was close to where I lived as a little girl. I also go to the Musée d’Orsay and The Centre Pompidou because they always have interesting exhibitions.
And beyond the museum scene?
I always go to my hairdresser, Delphine Courteille, who’s on the Right Bank. She is a longtime friend and she does my mom’s hair, my grandmother’s hair, and my hair. She used to do photoshoots, but she opened her own salon, Studio 34. I like to go to La Closerie des Lilas, a very nice restaurant owned by Café de Flore. Also, I love going to le Jardin du Luxembourg to relax and walk around.
Besides your Paris jaunts, your father, Simon Burstein, is based in London as the CEO of Browns. You must do a lot of traveling! How many stamps do you have in your passport?
I have so many, you have no idea! I’m always afraid of losing it. I have no more space!
Your grandmother rose to fame thanks to her knits! What’s your favorite?
I really love the new sweaters for Fall/Winter, designed by our new artistic director, Geraldo da Conceiçao. He did a beautiful interpretation.
So will Sonia by Sonia Rykiel get a Paris runway slot of its own?
It will be part of what’s going to happen in the future…
