LONDON — Complét, the Tel-Aviv based handbag label that launched in 2013, is in the process of expanding its global presence with the launch of a new campaign that features Paris-based artist Petite Meller.
The contemporary brand embraces a young, modernist aesthetic with key styles including compact bucket bags, backpacks and sleek envelope clutches that come in a variety of plain and digitally printed leathers.
The brand was founded by Sivan Moshkovitz and Leonora Fuhrer when they were both design students (Fuhrer is still studying). They said they wanted to create a visually stimulating campaign that would communicate their youthful spirit to a wider audience.
They found Meller’s offbeat aesthetic to be in tune with Complét’s ethos. They teamed with photographer Michal Chelbin — who has shot Dior Homme’s fall 2016 campaign — to produce a series of playful, laid-back images that feature Meller in her signature hyper-feminine makeup, and clothing matched to the brand’s spring bags.
“Petite’s music is contagious and instantly lovable, her style is very identifiable and we immediately responded to that. The combination of Petite and Michal Chelbin brought an artistic twist to the brand,” said Moshkovitz.
The images and an accompanying behind-the-scenes video will be used across the brand’s web site and social media platforms, as well as Petit Meller’s Instagram account, which will help introduce the brand to the artist’s wider following.
The spring items that feature in the campaign draw on the brand’s signature styles, reworked in softer, seasonal colors. The envelope clutch comes in a pastel blue, the zip-embellished backpacks are updated with color-blocked shades, while a new, round cross-body style comes in a range of bright reds, blues and oranges.
“This collection is a candy crush of color. We were inspired by girls who wants to have fun with fashion, while not taking it so seriously,” said Moshkovitz, adding the Valery envelope clutch and the Gaia style — a small drawstring tote — are the shapes they hope the brand will be identified with.
“The Valery is our version of the modern clutch with its round-top handle detail. Its clean lines and color assortment for spring made it an instant signature for us. Our other favorite is the Gaia, which combines the drawstring tote and saddle bag in one.”
The brand has been selling directly to consumers through its web site until now, but will focus on expanding its wholesale channels in Europe and Asia this season. The partners have appointed Emily Whyte Meridor, who previously held sales roles at Kenzo and Diane von Furstenberg, as their new international sales and marketing director to execute the brand’s new strategy.
Offering a full range of accessories is also among Moshkovitz and Fuhrer’s long-term goals for Complét. They started by introducing silk scarves this season, which feature the same prints as the label’s handbags.
With prices ranging from $260 to $825, the brand aims to carve its place into the contemporary handbag market next to labels such as Mansur Gavriel, which is widely known for its accessibly prized bucket bags, and Manu Atelier, the Istanbul-based brand which quickly expanded its retail network over the last year with stockists now including Harrods, Net-a-porter and Stylebop.
“We understand the contemporary market; we are those customers. We wanted to introduce a product that all kinds of women can wear, regardless of age and a style that isn’t defined by labels,” added Moshkovitz.
The designers have said they don’t want to compromise quality in order to maintain competitive price points. They work with artisans in northern Italy to produce all of their products, stressing that a brand’s ethical codes are important to their customer.
“We believe quality is the best business plan and that our customers care about the origin of the products and labor conditions. It took us a year and half to source the right factory and raise sufficient capital, to move the manufacturing from Israel to Italy. This is a challenge at any price point, even luxury, but in the contemporary market, finding that balance between achieving covetable designs and maintaining quality craftsmanship is particularly difficult.”