Do American Customers Get Sonia Rykiel's Aesthetic?
In today's WWD, there's a big story about Sonia Rykiel's push to increase its US sales. The French fashion house will show its resort and pre-spring collections at Milk Studios this week, which should draw more US buyers than its Paris presentations. The company has also hired Caroline Dumiel as director of international sales. Dumiel's experience includes stints at Kenzo and Polo Ralph Lauren; she was responsible for the US market at both companies. Known best for knitwear that's quirky and sexy at once, Rykiel's never really been a household name here in the US. The slightly whimsical, pop art-inspired designs oppose the preppy aesthetic most Americans favor.