Conversation with Carolina

Fashion icon Carolina Herrera sat down with San Diego Magazine during a recent visit to christen her CH store at Fashion Valley, kicking off a slew of exclusive designer openings

TO SAY CAROLINA HERRERA is involved in every aspect of her new CH store in Fashion Valley would be an understatement. Herrera oversees and collaborates on all clothing designs, consults on the aesthetic of her freestanding CH shops, helps develop all of her perfumes and takes a personal interest in providing exceptional customer service. Of course, this is important for her business, and let’s face it, Herrera is one of the premier businesswomen in all of fashion—creating a brand that extends from couture gowns in her Carolina Herrera New York label to casual trench coats in her CH line, and even . . . flasks? Yep, flasks.

During a recent visit to her Fashion Valley CH store, we catch up with the fashion icon and witness firsthand what really makes this woman—and her clothing— unique. We observe as Herrera breaks away momentarily from our interview to approach two twentysomethings inspecting one of her CH totes.

“What do you think of this bag? Do you like it?” she asks, in a Venezuelan accent that exudes glamour.

“We do,” says one shopper. “But we’re trying to figure out if it will fit a laptop.”

Herrera, edging closer to them, takes the bag and shows them that, indeed, the laptop would fit. She also engages them in conversation about the bag, discussing what other functions it serves, how it’s a timeless piece, how it will go with everything. And then she smiles, hands the bag back and continues our interview without missing a beat. As we leave the cozy, cabin-like store, a quick glance to the left (where the cash register stands) proves Herrera’s sincerity is the best sales technique of all. The two women, each holding a tote, pay for their purchases with a smile.

San Diego Magazine: You have stores everywhere, in some of the premier shopping cities in the world. So what brought you to San Diego?

Carolina Herrera: I love San Diego. I’ve been here a few times, but it’s never for long enough. The first time I came here was many years ago for the launch of one of my perfumes. And I just thought this city was fantastic. It’s such a shopping city. A thousand people came in for the launch of the perfume. And the women were just lovely! They shopped, they bought, and they were just positive.

SDM: Have you spent any time here on vacation?

CH: I wish I were here for pleasure and not always for business. I just think it’s such a fantastic city—the weather, the people, all of it. I’ve actually only been here once for a little vacation. I came for the America’s Cup a few years ago.

SDM: Where did you stay when you were here?

CH: I stayed at the Hotel del Coronado and loved it. It is such a beautiful hotel. The atmosphere was so relaxing, and the view was so calm. I only stayed for two days; it was not long enough.

SDM: You have stores all over the globe. What made you decide to come to San Diego to open your CH store?

CH: I think the women in San Diego love fashion. They get it. They appreciate it. And they want to have choices. There’s a real fashion movement going on here—something in the air! It’s not a city that is just interested in beachwear; the women want designer choices. And let’s not forget about the men! The men here like to shop as well. There are a lot more boutiques since the last time I was here, and I know many high-end stores are opening. But you will see: Once a few designers get here, the rest will come. It will be a wonderful shopping experience.

SDM: What do you see the women here gravitating toward? What is San Diego style?

CH: I haven’t been here long enough and observed enough women to understand their style. But it’s not just about the San Diego woman, you know. It’s a question of women in general. They want to look elegant and glamorous. Even if they are in casual clothes, they want to feel feminine. That’s why I love this collection so much. I keep talking about choices, but that’s what it’s all about. For example, there’s a vest [in this collection] that I love, and then there’s a smock that I love—you can wear them separately or layer them, or simply mix them in a way that is your own look. There are such a variety of things to do with just two items. San Diego’s actually a great place to mix and match pieces because it doesn’t get very cold during the day, so you’re okay with just a classic blouse, then at night when it’s a bit colder you can add a sweater. It changes the look. I love that about these pieces.

SDM: What about for San Diego men?

CH: Even the men will find things here. It is truly a store for everyone. The CH men are classic, but there’s a hidden flair there. All of the suits here are in classic colors and styles; they can wear them to work. But if you look a little closer and check the lining, there are colors that pop, like reds and greens. And that’s how we finish the lining, so that it gives a little touch of something. Sometimes it’s that little bit of flair that makes the whole look. And we also have shoes, accessories, things for children. In fact, you can even buy the furniture! It truly is a lifestyle shop. It’s a very complete experience.

SDM: What are some things every woman should have in her wardrobe right now? What’s “in” for 2008?

CH: Well, right now, we’re carrying lots of metallics, which are very popular, because it brings a new look to the colors brown and black. And these metallics are very flattering—they look good on everyone, at any age. They’re not overdone and too sparkly, so a woman of any age can wear them. White blouses are also something every woman must have. And skirts are very trendy; we’ve done some with a bubble hem. These pieces are very versatile.

SDM: For your debut CH store in San Diego, how are you celebrating?

CH: Wherever we open a store, we connect it with a charity. I think it’s so important to give back to your community. For San Diego we’re donating some proceeds to Las Patronas, which is an absolutely wonderful organization. We’re very excited to partner with them for our party.

SDM: What is your hope for this store in San Diego?

CH: I hope people will come in and experience what the CH store has to offer. And that they don’t leave emptyhanded! I also hope to come back, because I know there are so many things to see here.

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