Sofia Sanchez de Betak to launch new brand Chufy at Bergdorf Goodman
Creative Director, fashion It-girl and travel consultant Sofía Sanchez de Betak will make her debut at Bergdorf Goodman on June 1 with the launch of Chufy, a new women’s ready-to-wear, jewelry and accessories brand.
Chufy, which is Sofía’s nickname, draws inspiration from Sofía’s travels and indigenous cultures. Sofía sources and collects clothing from all over the world and partners with local artisans to produce pieces that boast authentic local craftsmanship.
Born in Buenos Aires, Sofía relocated to New York City to work with Lloyd & Co as Art Director. While at Lloyd & Co, she worked with companies and brands such as Estée Lauder and Derek Lam, and after parting ways with the company, she worked on projects with Marni, Chloe, Tiffany & Co, Kohl’s, Belstaff, Ermenegildo Zegna, John Hardy, and Neiman Marcus. In addition, she shot campaigns and advertorials for Barneys, David Webb, Hogan, Chanel, Massimo Dutti, and Zara.
In 2014, Sofia married Alexandre de Betak, the event and exhibition producer who has worked with the likes of Christian Dior, Céline, Hermès, Lanvin, Givenchy, and Moncler among others. Together, they curated an Artist’s Jewelry Auction for Paddle8 that sold out on the Paddle8 website almost immediately.
Sofia also launched her own shop, www.chufy.world, offering travel-inspired collections that she has designed with local artisans. The online shop, Mallorca, Sofía’s first venture into fashion design that sold out repeatedly; and Travels with Chufy, Sofía’s latest book with Assouline focusing on her favorite hotels and haciendas all serve as precursors to Sofia's new brand.
“Many times I find myself acquiring things abroad, but then redesigning them to make wearable in the city,” Sofía said. “That’s what I find special: making local artistry your own.”
The first collection draws inspiration from Sofía’s native country, Argentina, and is comprised of 25 reimagined clothing and accessory designs, including gaucho pants created by 129-year-old Buenos Aires establishment Aux Charpentier and hand-embroidered by artist Mercedes Guiraldes, as well as 20 jewelry designs that focus on heritage and detail.
Additional collaborators for the first collection include riding boots producer Giribet; jewelry designer Aracano; Buenos Aires-based tailor Juan Hernandez Daels; Anushka Elliot, Indumentaria del Norte; Tramando; Boerr Yarde Buller; and Awanay.
Sofía is basing the second Chufy collection on traditional craftsmanship in Japan, and the following collection will draw inspiration from Kenya.
Bergdorf Goodman will open a dedicated pop-up on June 1 to celebrate the launch of the collection.
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