The granddaughter of French fashion icon Sonia Rykiel talks about her family, her heritage and the global plans in store for the brand.
"Growing up as a Rykiel was like a little girl's dream. After school I stayed in the studio to watch my grandmother work, creating the clothes and doing fittings, fittings, fittings. I loved it.
I always remember my grandmother asking the design studio if they liked something and everybody always said, yes, it looked fabulous. Then she would turn her head and ask me, and I would always say what I really thought.
I remember trying on all the clothes in the studio with my sister and making a mess, and pretending I was a model on the runway. I was a little devil playing with all these outfits.
I love Anita Pallenberg and Bianca Jagger's style. I always find that musician's girlfriends and muses have the best style because they borrow heir boyfriend's outfits, go on the road, and always look sexy but never contrived.
In terms of style inspiration, I love Paris and New York, and I recently had the chance to discover Hong Kong.
I have spent a lot of time in Rio de Janeiro and I love the attitude of women there. They are sensual, fun, and expressive. They dress for themselves and to seduce; they are more confident than women in Europe or the US. There is nothing more inspiring than women who are in touch with themselves, and enjoying life.
As I am in charge of the brand's PR in the US, I take care of the Sonia By Sonia Rykiel Instagram account. I love to talk about the brand, my family, the history and the spirit of Sonia Rykiel. My role is to diffuse that love and excitement around me.
We are in a different time today [compared to when the brand first became famous] and I think that women's issues are different compared to the 1960s and '70s. But still our collections remain faithful to the label's founding, liberating spirit.
Geraldo da Conceicao has been appointed as the artistic director of the main line, reinterpreting my grandmother's label with his own eye, craft and modernity. And our knits are still gorgeous.
Thanks to First Heritage Brands and the Fung family [who acquired a majority share in the label] Sonia Rykiel gets the chance to go much further in its development. They have a huge respect for the brand and my grandmother's heritage, for the very special Rive Gauche Parisian spirit that defines us.
They have the ambition the brand needs to develop itself internationally. This year, we're opening new stores all over the world. In Hong Kong, Sonia Rykiel just opened on Queen's Road Central, while Sonia By Sonia Rykiel, the other line of the brand, is in Times Square.
And it's just the start. I'm very excited to be part of a new adventure for the brand." As told to Jing Zhang