Catalog

When I was young, I use to follow my mom when she went to shopping. My family was very wealthy back then and my mom knew how to spend. She used to shop at Chanel, Ralph Lauren, Vivienne Westwood and Armani (she didn't like Dolce & Gabbana beccause it was too cheap :P). As a young boy, I loved how intimate and pristine these boutiques were and most of all I loved asking for their catalogs. It wasn't so much that I had particular interest in fashion, it was just a natural part of my life because of my fashionable mother, but it was because of the fact that I loved books, magazines and any paper that was bound (and also because as a Korean, I LOVE free stuff :D). There is something very special about being able to smell the paper, feel it, look at it, and hold it in your arms. It is an experience and a ritual. Few years ago when I started to really devote myself to fashion, I realised how precious these catalogs were. All the catalogs I collected were long gone, but I could remember having them and looking at them. I went around the boutiques in Melbourne and asked for their catalogs, but with the advent of internet phenomenon and its widespread availability, no one was printing anymore. Often they would advise me to look at their websites, which was extremely disappointing.

Today I went to the Chanel boutique in Chadstone to apply for a job. While I was waiting for the manager sitting at the couch in the boutique, enjoying being surrounded by the luxurious atmosphere that is Chanel, I noticed a book. It was a collection of Chanel's ad campaigns for 2010 Fall collection featuring Melbourne's own Abbey Lee and forever Chanel girl Freja Beha. I love all the ad campaigns for high fashion brands such as Dior, Chanel and etc. They have real high fashion editorial qualities to them and when I touched the book, smelt the book and looked at the book, I was in the state of nostalgia. I was unsure whether it was there for people to take because the book looked quite expensive and because it was the only one there but I asked if I could take it home and the manager said of course. I was so happy to have it, I felt like I was the starry eyed kid with his mom on shopping again. I wish more brands printed their catalog again so that people can take them home, when I become a designer and own my own boutique, I will definitely make beautifully printed catalogs available so that everyone who comes to my boutique can experience and take little piece of luxury with them even if they can't afford to buy anything.

-Seph-