Friday August 13, 2010
Bonia’s new collections take on the ‘mystique’ theme
By JADE CHAN
firstname.lastname@example.org Photos by SAMUEL ONG
IT IS all about mystery-meets-a-certain je ne sais quoi for Bonia as its Fall/ Winter 2010/2011 collection and advertising campaign takes on the theme Mystique.
In creating Mystique Collection, the brand well-known for its leather accessories and men’s apparel explored elements of mysteriousness and that intangible quality that makes a person seem powerful and desirable.
These qualities are infused in both the products for the collection and advertising campaign.
The Bonia Mystique Fall/Winter 2010/2011 collection features a variety of classic and contemporary silhouettes in soft leathers, monogrammed jacquard and patent leathers in a palette of understated browns and blacks, accented by touches of red.
During a preview of the new collection, Bonia Corporation Bhd Business Development general manager Geoffroy de Drouas said: “The keywords for our new collection would be ‘understated elegance’, but we also decided to create an aura of mystique surrounding the collection — products that exude glamour, attitude and a certain sophistication for the wearer.
“While our product offering hasn’t changed — contemporary products for the discerning urban women or men, made from the best materials, with the finest craftsmanship — Mystique will offer seasonal trends and colours that are befitting the fashion season.”
De Drouas said Mystique’s advertising campaign embodied values of sophistication, glamour and mysteriousness to complement and enhance the appeal of the products.
“The cobblestoned alleyways, vintage lampposts and telephone booths in the campaign visuals are reminiscent of what one would see while walking along a Parisian street or along the River Seine at night.
“We also tried to reproduce murder mystery-type scenes inspired by author Agatha Christie’s work,” he said.
While there are numerous products from Bonia’s 20-odd ranges under the new collection, Bonia Leatherware brand manager K. L.Lim highlighted that one of the key items is a calf leather satchel bag with monogram print.
“The bag is made from a very soft leather and has Bonia’s signature monogram print. It comes with a dual-purpose strap and detachable tassels,” she said, adding that there were five bags in varying designs from that range.
For the environmentally-conscious fashionista, Lim said they could take their pick from Bonia’s recently launched Brianna range.
“Only vegetable dye is used to tan the leather for this range,” she said.
“The bags are only available in light brown at the moment, but there are plans to have them in maroon and dark brown later.”
The Brianna range is available in designs such as hobo, tote and small handbags.
“Bonia’s Ostrich range, which features genuine ostrich leather, is also gaining popularity after its launch earlier this year,” said Lim.
“The feedback has been very positive, with customers liking the bags for the texture, look and elegance.”
The Bonia Mystique Fall/ Winter 2010/ 2011 advertising campaign will be seen across print media, billboards, Bonia’s website and in Bonia boutiques around the world.
The new collection will be available at Bonia boutiques and counters at major retailers from this month onwards.