French leather goods brand Lancel hosted a cocktail at its historic store across from the Paris Opera on Thursday to celebrate the announcement of its new brand ambassador, Lili Reinhart.
Lili Reinhart with the Idylle bag in Lancel’s spring campaign.“Being, obviously, in the industry, I’m exposed to a lot of designers that I otherwise wouldn’t have been, so I had heard of the brand, but I didn’t know how well-known it was in France,” Reinhart noted. “I appreciate the history of it, so that’s kind of what inspired me, and that it’s French and it’s not, maybe, a partnership that people would expect me to do.
“I believe it’s the first time that Lancel has an international brand ambassador,” he said. “This decision is part of the strategy to rejuvenate the brand and also to develop the brand internationally.” Most of Lancel’s customers, particularly in its domestic market, are aged between 35 and 45, but a growing number are in the 25 to 35 age bracket, he noted. That generation is increasingly sensitive to social values, making Reinhart – who has been vocal about issues including mental health and body image – a particularly good fit, according to Pesci.
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