NEW AMBASSADOR: Eres has named Laure Heriard Dubreuil, founder and chief executive officer of The Webster Miami, as its global brand ambassador. It’s a first for both parties, who share a mutual admiration. Growing up in the South of France, Heriard Dubreuil used to borrow her mother’s Eres swimsuits, recalling that the rule was that she had to reach a certain age to have one of her own. “It was like I could have my ears pierced and own an Eres bathing suit when I was 18,” said Heriard Dubreuil. “I love swimming. I moved to Miami because of the sunshine and to be able to swim for an hour everyday.” Eres was one of the first brands she stocked in The Webster when she opened in 2009.
For its part, the Chanel-owned swim and lingerie brand has never named a spokesperson, celebrity or otherwise, traditionally pursuing a quieter p.r. strategy. Now that the marketing landscape has changed so drastically with online and social media, Eres wanted a more public face, though not necessarily a famous one. “Laure is a successful entrepreneur, a great fashion ‘eye’ and curator and has become a real tastemaker — all of that while juggling with a young working mother schedule,” said Olivier Mauny, managing director of the label. “What we really liked was the idea that Laure has always had a personal relationship with the brand.”
In her new role, Heriard Dubreuil will host launch and shopping events with Valérie Delafosse, Eres’ artistic director, at the label’s own stores and with its wholesale partners, and act as a spokesperson at large.