Court of Versailles reinterprets look for the 21st Century
Brand part of Springs' intl push
-- Home Textiles Today, 3/3/2010 12:38:00 PM
New York – Court of Versailles is coming to market with three new bedding ensembles intended to update the look for the modern luxury consumer.
“We had to bring the design into today's language. I told the design studio to approach it as if Marie Antoinette were alive today. And I feel really good about the way it looks,” said Joe Granger, president of brand division at Springs Global.
Court of Versailles is also part of Springs’ push to expand its brand portfolio into international markets. Granger noted that the Court of Versailles collection that had its European debut at Maison & Objet in January “has much more potential in Europe as it has here. At Maison, we made some retail contacts but we need to have personal contacts with the major players there.”
The Imperiale reflects the French court’s passion for the opulent goods coming in from Asian trade routes. The centerpierce on the top of bed makes a scaled up tea leaf rendered in crewel embroidery on a tone-on-tone berry cotton ground. Playing up against the matte surface of the duvet cover is the shimmering La Grande Siecle quilt.
Belle De Jour offers a bold floral print on a regimented stripe. The bed “suggests a bit of the naughtiness rumored to have played cut occasionally at the French court,” said Hermine Mariaux of licensor The Versailles Foundation.
Noblesse Oblige offers a rich red floral jacquard on the duvet cover and shames contrasted with an ivory sheet carrying a floral stripe print.
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