Creative Director, fashion It-girl and travel consultant Sofía Sanchez de Betak, debuted her at Bergdorf Goodman on June 1 with the launch of Chufy, a new women’s ready-to-wear, jewellery and accessories brand.
Chufy, which is also Sofía’s nickname, draws inspiration from her avid travels and indigenous cultures. During her travels, Sofía sources and collects clothing from all over the world and partners with local artisans to work on and reproduce those pieces that boast authentic local craftsmanship.
“Many times I find myself acquiring things abroad, but then redesigning them to make wearable in the city. That’s what I find special: making local artistry your own,” said Sofia.
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The collection is inspired by Sofía’s native country, Argentina, and comprises of 25 re-imagined and re-designed garment and accessory designs. The range features gaucho pants created by 129-year-old Buenos Aires establishment Aux Charpentier and hand-embroidered by artist Mercedes Guiraldes, as well as 20 jewellery designs that focus on heritage and detail. The collection boasts of a talented list of collaborators that include riding boots producer Giribet, jewellery designer Aracano, Buenos Aires-based tailor Juan Hernandez Daels, Anushka Elliot, Indumentaria del Norte, Tramando, Boerr Yarde Buller, and Awanay.
Prior to this, Sofia launched her own e-shop, www.chufy.world, which offers travel-inspired collections that have been co-designed by her and local artisans. An online shop called Mallorca – Sofía’s first venture into fashion design that sold out repeatedly; and Travels with Chufy – Sofía’s latest book with Assouline that focuses on her favourite hotels and haciendas – serve as precursors to her new brand.
The second Chufy collection on traditional craftsmanship is expected to be based on Japan, and the one following that will have Kenya as its muse. Bergdorf Goodman is opening a dedicated pop-up on June 1 to celebrate the launch of the said collection.
