If brands such as Yves Saint Laurent and Christian Dior redefined fashion in the 20th century, then Zadig & Voltaire is creating a similar buzz in 2010. While its name may not be instantly recognisable, this achingly hip label has been revolutionising the way modern women dress with its affordable yet luxurious clothing since it was founded in Paris in 1999.
Now with a cult following that boasts famous names Vanessa Paradis, Audrey Tatou and Eva Longoria, the brand has a global presence, with stores in fashion capitals including Los Angeles, Seoul, New York, Dubai, London, Stockholm, and here in Hong Kong.
In Europe it is firmly established - 11 outlets opened in Britain in less than two years and owning a Zadig & Voltaire cashmere sweater has become a rite of passage for most European women.
Now the focus is shifting to Asia due to a growing demand for brands that bridge the gap between high-end luxury and mass-market retailers. Plans are afoot to open another store in the city next season and brands will be available on the mainland through retailer I.T.
'Asia is very difficult, but we are doing very well since it's a style that resonates everywhere,' says Thierry Gillier, founder of the brand. 'While Korea is our most developed market, I love Hong Kong's energy and really want to use this to our advantage.'
Gillier - who is also an artist, art collector and film buff, in addition to being a high-flying entrepreneur - is the driving force behind the brand together with creative director Cecilia Bonstrom. Both are the embodiment of the Zadig style - Gillier in his worn-in tee, black blazer, waxed jeans and pull-on boots, and Bonstrom in a female version of the same outfit.
