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Luxury Daily - Luxury Collection turns travel experiences into fashion

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Departures - Chufy Teams Up With the Luxury Collection for Japanese-Inspired Capsule

Lifestyle brand Chufy celebrates Japanese art and culture through inspired womenswear created with the Luxury Collection Hotels & Resorts.

Even if you’re not one of her 177,000 Instagram followers, you may recognize Sofia Sanchez de Betak from fashion campaigns (Roger Vivier, Bergdorf Goodman, David Webb), glossies (like Vogue, Town & Country, and Harper’s Bazaar), or her coffee-table book Travels with Chufy (published by Assouline just last Spring). Now, the fashion consultant has teamed up with the Luxury Collection Hotels & Resortsto create a 36-piece capsule collection of women’s clothing and accessories for her label, Chufy.

What inspired the capsule? De Betak, who is based in New York, cites the bold prints, vintage fabrics, and vibrant colors featured in pieces she was gifted during a recent trip to Japan: “Both the Prince Gallery in Tokyo and Suiran in Kyoto had beautiful kimonos waiting for me in my room upon arrival,” she says. “I ended up wearing each lovely garment throughout my travels.”

And so, with the help of local artisans, De Betak created a range of ready-to-wear garments—including silk kimono dresses, Nibushiki bomber jackets, and cropped pajama pants—and accessories, such as eye masks and envelope pouches. Prints of cherry blossoms, koinobori fish, and dragons are featured throughout.

Ranging from $369 to $2,500, the collection debuts next month online (luxurycollectionstore.com; chufy.com) and in-store (the Webster, Matches Fashion, Bergdorf Goodman, and Fivestory).

 

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Gest of a Guest - Fashion Favorite Sofia Sanchez De Betak Brings Kyoto To Soho

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Vogue Runway - Spring 2018 Ready To Wear

Influencer-led brands are proliferating these days—see Attico, see Totême, see Rouje by Jeanne Damas. Sofía Sanchez de Betak, who launched her label Chufy a year ago, is a street style favorite of photographers Phil Oh and Tommy Ton, and she has a robust, engaged following on Instagram, but she earned her fashion bona fides behind the camera at agencies including Lloyd & Co., AR New York, and Laird & Partners. Those experiences taught her the ins and outs of branding, and as a result, the concept she’s come up with is quite savvy.

The Chufy collection—Chufy being de Betak’s nickname—is inspired by her travels and made in partnership with The Luxury Collection. Season one was Argentina (from whence she hails), this season is Japan, the next will by Kenya, and so on and so forth down the line. The rotating series of destination-based offerings is a way to capitalize on her love of adventure—when asked where she wants to go next, she exclaims, “everywhere.” And, even better, there’s flexibility built into the business plan. Presumably, as the label grows it will also allow her to be reactive to the market. Call it kismet, but kimonos are having a major moment.

De Betak says she came up with the idea because, though she loves to shop while traveling, she often finds that when she gets her discoveries home, the silhouette is too traditional, or the fabric is too stiff or heavy for city life. Chufy is designed to evoke the “experiential, joyful feeling you get from souvenirs,” without the drawbacks. The kimonos, nibushiki, and pajama sets now available at The Webster, Bergdorf Goodman, and MatchesFashion.com come in silk, silk-cotton blends, and cupro, and they are indeed rather light. But their real appeal lies in their lively, modern prints, including one charming motif that features an onbuhimo baby carrier—a personal nod to de Betak’s other new creation, her 3-month-old daughter.

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Vogue - Diane von Furstenberg, Olivia Palermo, and More Celebrate Sofía Sanchez de Betak’s New Japan-Inspired Collection

For artists, writers, and designers, travel has long served as inspiration for the creative process: think Jacquemus’s Fall 2018 collection, which was an ode to Morocco. Likewise, for Sofía Sanchez de Betak, it was a trip abroad to Japan with the Luxury Collection that drove her new collection for Chufy, her lifestyle brand.

Make that many trips to Japan. At a two-part fête to celebrate the launch, which includes clothing and accessories like eye masks and lunch boxes, De Betak tells Vogue: “I’ve been at least five times, and my husband has been at least 20. We fell in love with the country—we have a tatami room in our house, and our daughter is named Sakura, which means cherry blossom in Japanese.”

The night kicked off with a cocktail party at the Webster, where glamorous guests like Diane von Furstenberg and Sophie Auster perused the new line while listening to Tokyo tunes and snacking on tempura shrimp. Afterward, De Betak hosted an intimate dinner, which included Jessica Hart, Olivia Palermo, and Vogue’s Sally Singer, Lynn Yaeger, and Nicole Phelps, at a surprise location. After a quick drive, some in a white Hummer stretch-limo, the attendees arrived at Ninja, a restaurant in Tribeca where the waiters dress like (you guessed it) ninjas and diners eat underneath Japanese lanterns.

De Betak curated her own sushi omakase menu for the occasion, which had kanpachi usuzukuri from Blue Ribbon Sushi Izakaya, spicy tuna maki from Sushi Azabu, and green tea ice cream from Omen Azen. The mood was playful as guests donned their custom hachimaki headbands throughout dinner.

Even after all the plates were cleared, rounds of saki were still being served aplenty, and the conversation went late into the night.

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