secretsales was started by two brothers – what’s it like working with family and how do you find the right balance? Working as a family is undoubtedly, one of the keys to our success. We have always worked this way – looking in the same direction with the same aims. We have endeavoured to recreate this family atmosphere with those who work with us too.
How do you three divide the work? Laurent and I are the brand’s creative directors. Laurent designs the women’s collection and I design the men’s collection. Raphael is the house’s image director. He shoots the campaigns and look books and films the commercials.
What do you think has attributed to The Kooples’ success and growth? Breaking with any conventional notions of separate wardrobes for men and women. We were the first house to propose this idea and I think there has been a very high demand. Today, our business is about 50/50 men and women which I think is very rare for a brand.
What can we look forward to for AW13? This autumn, we are channeling the lifestyle of an urban couple inspired by the 60s psychedelic rock movement and a tribute to Jefferson Airplane’s “Somebody to Love”. The collection is rich in contrasting fabrics, new shapes and a large patchwork of patterns.
You have recently launched The Kooples Sport. What’s next for the brand? We are going to launch a collection of watches next season. We’ve been working in collaboration with experts in Switzerland to ensure high quality standard. The materials are very precious and carry iconic symbols of the house such as the skull head which is embossed discreetly.
Your couple advertising campaigns have become iconic. Is there one couple you’d like to shoot for The Kooples? We would have loved to have shot Serge Gainsborough and Jane Birkin!
You currently work with Patrick Grant. Any future planned collaborations in the works? We work closely with Patrick with the aim of defining an Anglo-Parisian look in line with The Kooples style. Together we found the right balance between the shoulder width, the jacket length and the position of the buttons. We are currently working on a collaboration with an artist for next season. He is going to design exclusive pieces but I can’t tell you more at the moment, it’s confidential.
You’ve had expansive growth in the UK. What other markets are next? We are going to continue our expansion plan in Europe where we are pretty well implemented. Next, on an international level, our minds are in Asia at the moment.
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