Why the Louis Vuitton group invested in Charles & Keith

In the glamorous and cutthroat world of fashion, very few labels are able to maintain themselves, style-wise at least, as both classic and yet bold and trendy. Even fewer can remain timeless and yet be ever-evolving. It’s a fine line, but it can be done. After all, that’s what Singaporean fashion brand Charles & Keith have been doing for the past 17 years –– wielding a classic but still effortlessly cool approach with everything from peep-toe pumps to chic sunglasses.

So when multinational luxury goods conglomerate LVMH (Louis Vuitton Moet Hennessy) invested in the brand back in 2011, you knew the dynamic, designing duo, brothers Charles and Keith Wong, were doing something more than right. Besides, who would argue with a company that’s an expert on fashion as well as Champagne, right?

“LVMH investing in Charles & Keith is impactful for all partners,” says Kristine Lim, AVP for brand marketing of Suyen Corporation, which brought the Charles & Keith label to the Philippines. “This partnership means that a luxury giant who is responsible for major international brands like Louis Vuitton, Givenchy, and Celine saw value and worth in investing in a local and homegrown Singaporean brand.”

With over 300 stores open worldwide, including Africa and the Middle East, the label has added yet another to its impressive location list with the grand opening of its newest store in Takashimaya SC, Singapore last Aug. 23, having opened its first local store in the Amara Shopping Centre back in ’96. The opening, which also showcased the new autumn-winter 2013 collection (more on that later, folks), was as impressive as it was star-studded with guests that included both regional and international celebrities and personalities. I even had my own little fan moment when I spotted Korean actor Daniel Henney less than 10 feet away from me.

The physical store reflects the brand in every possible way –– sophisticated, chic, and forward. Fashion forward, that is. With its brightly lit interior, sleek layout, and even an LED video wall that displays key looks and styles of the season, the store is as visually delightful as the various items on display.

“I am confident that the fashion-conscious will enjoy an unparalleled experience with fast fashion at an accessible shopping landmark,” says chief executive officer of the Charles & Keith group, Charles Wong. Yes, that Charles. He sure wasn’t kidding when he mentioned “accessible” either, with the Takashimaya shopping center literally just around the corner from our hotel and located along the shopper’s paradise that is Orchard Road.

The collection itself, part of the Charles & Keith Signature Label for Autumn 2013, is described as “building on edgy looks and theatrical style with architectural volumes and extravagant embellishments.” New designs and looks for everything, from footwear (ballerina flats, wedges, and boots), to bags (totes, satchels, and minaudières), and a variety of eyewear, bracelets, and belts are enough to awaken that not-so-hidden accessory lust in many of us.

If you’re a diehard fashionista who constantly wants to keep on top of the latest trends and stand out from the crowd with your sense of style, grab a pair of deep red, pointed pumps with metal toe caps, a black studded handbag, and leather cuff bracelet with mesh details.

Get your own

If you’re a more laidback gal with a preference for simplicity, minimalism and comfort, slip into some croc embossed leather moccasins, a mid-waist belt in duo colors, and classic square-framed sunglasses. But with the brand’s hundreds of designs and accessories, even the most fashion-savvy will be put into a spin trying to decide which shoulder bag goes with what pair of suede wedge ankle boots. That’s where Kelvin Wong, youngest brother of Charles and Keith and spokesperson for the brand, reassures us, “We try to make our accessories complement all the shoes to solve the customer’s problems of matching them together.”

Asking him what he finds to be the biggest challenge when coming up with or selecting new designs, he says, “Looking for the next big thing to focus on.”

At the packed fashion show that followed the event, guests were eager to see complete looks that will be musts for the upcoming season and weren’t disappointed as models circled the runway in monochrome threads while, of course, wearing key pieces by Charles & Keith.

The brand, which has been in the Philippines since 2001 and the franchise was later acquired by Suyen Corporation in 2006, has become a must-have in many a Filipina woman’s closet for years. Asked about the wide appeal of the brand both globally and in the country, Kristine says, “Affordability and the ability to balance the trends and the classics are two reasons why Charles & Keith is well-loved by many. Their designs don’t get lost in a single trend, but instead fuse to turn a noteworthy trend into a classic silhouette. The market responds well to that because they get to be stylish but the fashion is still wearable.” Concerning the brand’s future in the country, Kristine is rightfully positive in adding, “As one of the first footwear and accessories brands that penetrated the Philippine market, Charles & Keith Philippines already has a loyal following. As Filipinos are appreciating fashion and personal style more, Charles & Keith will always be here to provide affordable fashion for every Filipina in the country. Currently, we have 32 stores all over Luzon, Visayas, and Mindanao, and we’ll be opening SM Lanang, our second store in Davao, within the year.”

It’s safe to say that a brand like Charles & Keith isn’t just about looks and trends, but also making fashion accessible and appealing to a wide market at the same time.

As editor-in-chief for American Vogue Anna Wintour once said, “[The democratization of luxury] means more people are going to get better fashion. And the more people who can have fashion, the better.”

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