New York Fashion Week: Paris Laundry’s Lessons In Peak Chic

Amidst the buzz of New York Fashion Week, one brand has truly captured my attention: Paris Laundry. With its edgy American punk vibes, Paris Laundry not only serves luxury fabrics from Italy, Portugal, and Japan, but also creates its masterpieces right in the heart of New York’s iconic Garment District. There is no doubt Paris Laundry elevates anyone who dares wear it to peak chic status.

So what’s the secret to this ‘so-chic’ brand?

First off, self-reliance is a must-have attitude, according to founder Guy Samuel. This perspective aligns with what I write in my book The Kim Kardashian Principle. While collaboration is often emphasized as the only way to success, Paris Laundry teaches us that taking the reins and forging your own path is often the way to go. Trust in your own abilities and more often than not you just have to do things yourself.

Interestingly, research supports the effects of self-reliance on success. The Journal of Personality and Social Psychology found that those with a strong internal locus of control – also known as believing in your ability to shape your own lives – tend to be more successful and have higher overall levels of well-being. The majority of Americans also rely more on their own research when making crucial decisions. A staggering 81% of Americans trust their own research significantly more than the opinions of friends, family, or professional experts.

Secondly, the continuing success of Paris Laundry teaches us that pursuing goals with passion can elevate your abilities too. Believing in yourself not only instills self-confidence but also propels you to exceed your skill limitations. Guy Samuel believes that passion ignites motivation, perseverance, and an unwavering desire for continuous improvement, and that’s what ultimately fosters success.

Studies show the positive effects of passion on skill development. The Journal of Vocational Behavior reveals that individuals passionate about their work are more likely to engage in deliberate practice, resulting in better levels of expertise. Regardless, a lack of passion for work still affects a significant portion of America’s workforce, with 87.7% failing to unleash their full potential. Paris Laundry teaches us that bridging this “passion gap” is crucial for cultivating a committed and high-performance brand.

Thirdly, the Paris Laundry brand itself embodies a strong emotional promise. I’ve said it before and I’ll say it again, brands must establish strong emotional connections with their audience to create a lasting and impactful identity. By aligning with audiences’ values and aspirations, successful brands go beyond superficial elements and leave a profound impact.

Sure, the Paris Laundry brand has stylistic elements of punk. However, Punk represents more than just a style; it represents a distinctive worldview for the brand that challenges societal norms. Paris Laundry fearlessly embraces this ethos, infusing it into every facet of its brand. By defying conventions and embracing a punk spirit, the brand creates a unique and authentic emotional connection with individuals seeking something beyond the ordinary.

I’m a big believer in the power of emotional connections to cultivate audience loyalty. Seventy percent of audiences want to feel an emotional connection to a brand. The transformative power of emotional engagement is obvious. What’s more, 70% of emotionally moved audiences are highly likely to purchase a product. In contrast, only 30% of those with average emotional responses express a similar likelihood to buy.

Last but not least, in the midst of the often times overly serious fashion scene, Paris Laundry doesn’t forget to have a sense of humor. The brand’s name ‘Paris Laundry’ is a clever reminder of the “spin cycle” nature of the fashion industry, where trends come and go in the blink of an eye, and that’s okay. Not everything has to be forever. Sometimes brands can just live in the moment. For me, the Paris Laundry brand not only embraces the lighter side of fashion but the lighter side of life, encouraging us all to express our personal style and have fun while doing it.

Ninety-one percent of people globally prefer brands that incorporate humor in their interactions. But, so many leaders hesitate to use humor, with 95% actually fearful of doing so. And if you put that into the context of 45% of people globally having not experienced true happiness in over two years, I’d say it’s time to jump on the humor band wagon, wouldn’t you?

There is no doubt that the journey of Paris Laundry and Guy Samuel imbues important lessons for us all. It’s a testament to the transformative power of passion and self-reliance, and a reminder that a brand is more than just style. With its punk-inspired perspective, Paris Laundry continues to defy conventions and shows us the impact a brand can have when it fearlessly challenges the status quo. Want to reach the epitome of peak chic? Now go do your Paris Laundry.

Named Esquire’s Influencer Of The Year, Jeetendr Sehdev is a media personality, international speaker and the author of the New York Times bestselling sensation, The Kim Kardashian Principle: Why Shameless Sells (and How to Do It Right.)

Latest news
Related news