Even though she has lived in New York City for eight years, Sofía Sanchez de Betak is at home on the go. And now the Argentinian fashion consultant, art director, model, runway show front row regular and social media influencer is turning her love of travel into her own line of fashion and accessories. Chufy, named after her nickname, will launch at a Bergdorf Goodman pop-up on June 1.
The brand is an evolution of her work with Argentinian artisans over the past four years, with which she’s collaborated on pieces for the US and European market and also sold through her own site. Now she’s taking that approach to more of her favourite regions around the world, which will individually be the focus of each forthcoming collection, and where she will work with artisans to put her twist on handmade local classics and special finds.
“I don’t think traveling is just showing up to a country with a guidebook — so I make calls, I meet people, I make friends and somehow it ends up happening that I find — probably by the end of the trip — the right partners,” said Sanchez de Betak, adding that she sees her role as creative director more than fashion designer.
The debut Chufy collection, ranging in price from $200 to $1500, is all a product of Argentina and will land at Colette in Paris a week after its New York launch. “We are keeping it small and exclusive in the beginning because it’s many vendors,” she said. “I don’t see it as a trend thing or a fashion line in terms of summer winter autumn. I want it to be timeless and that’s how I feel about my gaucho pants and my boots… It’s more [about] a state of mind or a lifestyle than a season.” — Chantal Fernandez