Wish You Were Here!

Check out Amiee and Helene with our friend Loretta on the boat in the Hamptons!

 

Now that’s fashion!

The Paradox Of Luxury

Well nothing like the harsh truth to spur a girl on… Having been told in no uncertain terms that my last blog on Harris Tweed was bordering on the obsessive and frankly a bit dull I am back to my witty form and hope to regale you with tales of fun and frolics from The Studio.

But before I do I am anxious to fight my corner on the Harris Tweed front. Not that I want to make a whole Thing about it, because I don’t… But actually I do because I think the point is being missed. It isn’t just about tweed, it is about the Value and Virtue of Luxury. I can understand that not everyone’s idea of fun is a woolly factory in the Outer Hebrides. But I certainly can’t make any excuses for the fact that I think cloth woven by hand in the homes of crafts people is the ultimate in luxury whilst others paradoxically prefer to define the virtue of luxury by measure of abundance. I am bemused by people who think that the luxury status of a product is defined by the amount of money something costs as opposed to its rarity or emotional value. I find it incredible that we have reached a time where in some cases the cost of something can be inversely proportionate to the amount of time spent in its creation. I understand that one could justify expense as a definition of luxury by arguing that the more something costs the harder it is to afford it and thereby creates a scarcity value in so much as less and less people have the disposable income to be able to own it. However to my mind this is a shame because it creates a univalent relationship between money and value which disregards the properties of time and emotion as defining factors. For me craft will always be the ultimate in luxury because someone somewhere has spent time working with their hands, dreaming their dreams and thinking their thoughts whilst working on that piece, product or item whatever it might be. To own that item is to own a little of that persons skill, a smidgen of their time and a fragment of their dreams. There can be no higher value than that.

This probably all sounds a like a rant and slightly left of field but luxury has been on my mind... Last weekend Amiee, Helene and I hit the streets of Florence on our annual girl's trip. Every year at the same time we spend 3 days in this beautiful Italian city. We stay at the super chic J K Place where we share a room and giggle like teenagers. We eat at fabulous little restaurants (one is so little they seat only 16 and serve the finest wines with delectable cheeses and salamis) and get happy on red wine whilst propping up the bar at the wonderful Ringo’s at lunchtime (the best cheesecake in the world. Bar none). And we spend a serious amount of time enjoying the shops, the streets and the markets. Everything is a pleasure to look at and engage with because the Italians really understand beauty and craft. They also understand time. Nothing happens in a hurry, everything is exercised carefully from the hand crafted leather bag to the care taken over the preparation of a simple salad. It is this attitude to life, that anything worth having is worth waiting for that makes Italy the centre of luxury as time is the greatest luxury of all.

Amiee The Luxury Gimp!

On a lighter note, last night we had Team Berman Xmas shindig. We had a big round table at our old favourite San Lorenzo. Totally traditional and delightfully delicious. We had a blast. It was emotional. But most of all I want to take this opportunity to raise our glasses once again to our wonderful team. It has been a roller coaster of a year and you guys have been the bomb. Thank you for everything - your hard work, your integrity, your confidence, your power and your laughter. You make everyday possible and everyday a pleasure. Big up Team Berman.
x

Team Berman


Millie - Guest Of Honour

New York, New York

It was my full and real intention to write this live from the Big Apple, but truth be told my eyes were bigger than my stomach, I took too big a bite and it has taken a full week of R and R back in good old Blighty to recover and put finger to laptop.

The Oracle and I travelled together and to understand what that means you really have to live it. No half measures considered, no short cuts taken, no stone unturned. She knows every baggage handler, every customs official and every special services officer working today in JFK. I kid you not. And her influence extends further... Mrs Berman is a living legend at the Four Seasons (where we showcase our collections in wonderful, sumptuous luxury) and is the only person I know of who actually has a long term storage facility at the hotel! However my respect for her status was truly sealed when she was the only person in the whole hotel who was not subjected to the searches of the US special security agents who populated the hotel all week due to the presence of the UN delegates. She strode through the hotel unhindered leaving utterances in her wake of "Oh that's Mrs Berman" as I cluttered along behind her carrying her (multitude) bags. She swears that it is an exercise in teaching me 'How It Is Done' in order that, when she dies, I will be fully equipped for life in the fast lane. I do find her logic a little bizarre at times but I feel her intentions are good...

So back to business... We spent 5 days in meetings selling clothes, bags, hats and boots. If you can wear, want to wear, or would even consider wearing it-we were selling it. We started with breakfast meetings at 8am and finished with supper meetings at 10pm. We worked hard, we played hard and of course we found time to shop hard. It is amazing what can be achieved in the frenzied panic of a 45 minute Shop-Slot. The adrenalin pumps, the blood rushes through the veins and sharp, savvy decisions are made. Like drugs to a junky we embraced the New York retail offering with lust and enthusiasm and I would like to believe that we single handily made a contribution to their economic recovery. Well a girl has to do what she can!

The shops were in a much better place than they had been. Lots of changes have taken place since last season whether it be new senior (numbers led) management at some of the larger department stores, more focussed and concise product selection (the wonderful Bendels has chosen to focus completely on accessories, which they do so well), an increased consideration for price point (evident in all accessible designer entry level ranges) and most importantly the Value and Virtue of Luxury. Although many of these adjustments have undoubtedly been forced by the economic downturn and have been potentially difficult decisions to make and then execute, it is clear that the results are positive. The stores are busy, product looks excited and that jazzed New York buzz was palpable again as though oxygen had been pumped into its veins.

The buyers responded to that renewed energy in their approach to the new collections we were showing for SS10. On our own side of the pond we at Sara Berman had made some bold decisions about what we wanted to show the buyers for SS10. We wanted to embrace the chance for change and present a collection that was not dictated by past parameters and instead was simply and honestly what we wanted to design and to own. We pared the collection down to the essentials. Truly luxurious pieces which were trans-seasonal and would be fabulous through our unpredictable summer and into seasons to come… Extravagant leather jackets, kooky-classic cashmeres, cool cotton knits and of course loads of amazing bags. We are having so much fun designing the bags and we are lucky enough to own our own business and have the freedom to chose our direction and put the emphasis on whatever is inspiring us most and giving us pleasure as well as a financial return. And I think it paid off. The reception to our work in New York New York was so enthusiastic and positive. It was truly wonderful to feel their energy and excitement with our work. It gives us the desire to be bold, to continue to innovate, change, push ourselves and have the confidence to do what we want above and beyond anything else. This is why we are in fashion baby!

London Fashion Week: Outfits At The Ready!

If you are reading this blog, the likelihood is that you have some interest in and awareness of fashion. Therefore I feel I can adopt a somewhat ‘knowing’ tone with you. You will be aware that London Fashion Week kicks off today with all the hype, hysteria and general hoopla that entails. I have to confess that after 10 years in business and a degree in Fashwani from the University of life it no longer fills me with the same levels of excitement as it did in the days when I would throw myself over a fence, under a train and snog a bouncer just to stand on tippee-toe at the back of the hottest, newest, I-buried-my-collection-in elephant-shit-and-am-now-selling –it-exclusively–to-one-shop-who-wont-pay designer of the moment.

That said it does still excite me in other ways. I love the outfits, the energy and the passion LFW whips up. I love the way that LFW gives the perfect excuse to unleash the fashion beast within. Clearly this enthusiastic approach generates a few odd looks in my direction on the school run-even if I do take the precaution of removing my white plastic star glasses (Alexa –I was following your ‘cool rules’) but on the whole I feel it is appreciated. One should always make the effort and if one can’t, then one needs to buy a very big and fabulous coat and cover up whatever hasn’t been appropriately styled. To within an inch of one’s life.

Obviously LFW is a very important time for us. It involves multiple outfit changes daily as we meet with the buyers, taste-makers and fashion mavens who buy our collections. It is incredibly hard work as I need to plan each outfit with meticulous care at least 3 days in advance…And the weather is just so unpredictable at this time of year…. I start off channeling a Belle de Jour meets Heathcliff (Wuthering Heights not the Ginger cat) vibe in a Harris Tweed Lou Trench and end up somewhere near Xanadu in a neon pink Alicia bubble dress due to a change in atmospheric conditions. All valid looks but incredibly difficult to pull off in terms of accessories all in the same day. I deserve an OBE.

Actually The Oracle and I will be off to New York bang in the middle of LFW. Sara’s Sister will fly the flag in the UK for LFW whilst The Oracle and I sashay around NYC in our fabulous outfits and hair by Fredrik Fekkai. It will be an exhausting round of meetings, dinners, drinks, parties and shopping. I don’t know how we will cope.

To be fair, it is fortunate that I only have to keep up this façade for a very limited time as it is frankly exhausting, all-consuming and irritating for anyone being forced to watch. But for the 4 weeks that are the Fashion Week season (only in Fashwani could people take so long and be so late that a week becomes 4) it is great fun and I shall fully partake-outfits at the ready.

Welcome To Sara's World

So it is with some trepidation that I put fingers to keyboard and start the Sara Berman blog. I do realize how important it is to  ‘communicate our brand message’, to engage you all in the World of Sara Berman. However I am also aware that it is a slippery slope from here on in. It is only a matter of time before I get over familiar and over exposed.

I have learned the hard way that any publicity carries its downside. A bit like the time I did a shoot with Living Etc ‘at home’…. I am sure you can imagine it… Amiee and I laying on a leopard print divan, laying on a cream sofa, laying on each other and rubbing cupcakes from the Primrose Hill Bakery on to our thighs... Obviously they cut all of that (including Sara’s Sister) from the shoot itself leaving us with a very chic piece which I was proud to show Granny G. However all the glory was blown to bits when a reader wrote in to the magazine the following month to kindly let me know that my bedroom wallpaper is upside down. Clearly I was previously blissfully unaware of my huge interiors faux pas and now lay in bed at night staring at said wallpaper and nervously trying to broach the subject with Handsome D. It goes without saying that Handsome is not interested but did offer the helpful solution that I might feel better about it if I stand on my head.

But all that blatant self promotion aside, it is time I started  ‘communicating our brand message’. It is essential that I raise our Google Rankings, Engage our Customer and create an Online Community. From here on in I will be letting you know about all our new collections, our inspirations and creative musings. You will be duly informed as to who I am sleeping with (last night my daughter provided animated company at 4am), who I fancy (Handsome-you know who you are) and where I am going on holiday (generally wherever Sara’s Sister goes her little lamb will follow). Clearly this will be fascinating for you all and our Google Rankings will go through the roof.

So in anticipation of more blogs to come I want to provide you with a glossary of terms to help you navigate the World of Sara Berman.

Glossary:

• Sara’s Sister - Amiee. Frankly she says being my sister is truly a full time occupation and she is challenged and fulfilled on a daily basis.
• The Oracle (Mrs B to you Ads)– Our mum Helene. Famous for her hats. An enigma wrapped in a mystery, wearing Moschino.
• Handsome D – My ridiculously good looking husband who in more prosperous times won the Best Dressed Banker award. Twice.
• Dog-Sara’s Sister’s husband. Needs long walks, regular feeding and the odd pat on the head. Enthusiastic licker.
• The Boss-Danielle our production manager. We know where our bread is buttered.
• Grandfather - Super Stylist and photographer extraordinaire
• Milly - Joint CEO of Sara Berman. Milly would also like it known that her Great Aunt won Best of Breed at Crufts. Pedigree never dies.

*Sara Berman reserves the right to amend, update and strike off according to the social standing of the people concerned at any time. You have been warned.