Myriam Schaefer and the “It” Bag
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Myriam Schaefer is a woman of character. And a woman of taste. She is behind the success of “City Bag”, the iconic Balenciaga bag. A bag that made the fortune of the claw. Right arm of Jean Paul Gaultier for ten years, then four years artistic director of ready-to-Wear Nina Ricci, the former student Berçot is called the early two miles by Nicolas Ghesquiere, Balenciaga’s artistic director. She is given the opportunity to create a line of bags. A first for the brand. Ghesquière duo wants to work on this project immediately and call Myriam Schaefer, a bag fanatic since the first hour. “I’ve always loved bags and jewelry. Very soon, I carried the old Hermes or Chanel bags inherited from my mother. “This is the beginning of ten years of collaboration. “There was an osmosis, a great ability to understand with Nicolas. The duo is obvious and goes to work. “One day a friend brought me a bag which I immediately inspired. From this model, I reworked the format, the look of the bag. That’s how the City Bag was born. ”
“Or a bag is a real investment for a woman, that’s why they cling to values safe. “
The City Bag Balenciaga then enters the legend of it-bags. With her look a little older and relaxed, he attracted all generations of the schoolgirl on the fashion editor. A bag transgenerational, discreet yet stylish. Convenient and easy to wear, the City Bag has a large public meeting. Ten years later, the “classic” has become an absolute must as is a Muse, a Paddington, a Spy or a Kelly. “It’s become an institution, it is carried everywhere and copied to the Chinese market or on the streets of Venice, the price of success,” she said with humor. The key to success? “It’s knowing how to answer a request. But the City Bag is a gradual success, the result of a collaboration. It is a success that has built slowly with Nicolas. It gave me confidence, I was given time and the result is paying. Balenciaga is a very strong brand with a great creation. ”
Allow time to time … That’s what regrets Myriam Schaefer. Consultant for major houses such as Tod’s, Roberto Cavalli, Pucci, she poses look a bit disillusioned about fashion today: “The brands have lost sight of the height and sometimes lack of intelligence on the market. The race results and policy number sterilize creative projects and do not give any more clarity to the customer. Or a bag is a real investment for a woman, that’s why they cling to safe values, “says she. It’s been ten years since his Balenciaga accept it-bag. Without suffering wear phenomenon. The City Bag is the third best-selling bag at Selfridges, a reward value strategy well thought out for Myriam Schaefer. “The crisis will make the average household brands, creativity will be rewarded. Only the highest marks remain. “The eminence grise of the it-bag has spoken.