Friday, August 13, 2010

Brand New Store for Men with a taste for "Premium Luxury"

Menswear store 24 Fevrier Homme opened its doors at The Sandton Eye, a location best suited for what one guesses is the target clientelle- well heeled men with a taste for the finer things in life.
The store stocks various well known fashion brands from Roberto Cavalli to Gianfranco Ferre and Missoni to Versace, amongst others. Being introduced by the store to the South African market are three other fashion brands of "highest premium and luxury"- as the press release states- namely Carlo Pignatelli, Brioni and Etro Milano.
With its close proximity to Jozi's fashion capital Sandton City and the Gautrain station 24 Fevrier Homme is well positioned for catering to Jozi's business elite and business travellers alike.
DJ Sbu hosted the store opening function as master of ceremonies and guests were treated to wine and champers, along with various delicacies; most notably oysters, which I found symbolic of the target market's taste indeed.

Jozi fashionista and style architect Felipe Mazibuko was roped in to do the merchandising and models posing like mannequinns showed off some of the merchandise.
A big thank you, firstly to Mr. Mazibuko for alerting this blogger about the event and to The Mason Company for the media package.

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