ba&sh Opens First Asia Flagship Store in ifc mall Hong Kong

Following the new wave of French contemporary fashion in the world, ba&sh - the French contemporary brand opens its first Asia flagship store in ifc mall. The 1,050sq ft retail outlet brings a modern yet timeless and luxury accessible fashion with a French flair to Hong Kong. Founded by Barbara Boccara & Sharon Krief in 2003, ba&sh revolves around the concept of “Ideal Wardrobe”. Their ready-to-wear collections are like everyday essentials that exemplify the je ne sais quoi quality of French fashion. Think sexy, minimalist, versatile pieces that stand out from the crowd through with the most intricate details and cuts.

Childhood friends, Barbara Boccara and Sharon Krief founded ba&sh over a decade ago. Their ‘ideal wardrobe’ design principles quickly established them as a “must-have” in the fashion industry. Designing every-day pieces in sumptuous fabrics with sophisticated silhouettes, their notion of accessible luxury appeals to every woman.

Designed to reflect the signature style of a Parisian loft, just like the other 52 ba&sh stores worldwide, the Hong Kong store boasts solid natural oak floors and the same trademark print on the walls. No detail has been overlooked, from the central pillar finished with paint sourced in France, to the real plant display window positioned beneath a light well giving the impression of permanent lively natural sunlight throughout the day, to the vintage Indian day bed lending a bohemian laid back touch. This stylish, uncluttered aesthetic offers an inviting, warm and cosy enclave for shoppers.

GRI Chief Creative Officer, Fred Allard adds, “With the launch of ba&sh in Asia, GRI is proud to introduce one of the most exciting and fastest-growing French fashion brands in recent years, to the Asian Market. The passion of founders Barbara and Sharon helps identify a strong and clear image for the ba&sh woman through an ease of fashion that is both relevant to the modern European and Asian woman. Our flagship store in ifc mall is just the beginning, and an indication of more to come.”

The FW2014 collection is all about chic urban style, intricate details and subtle touches the airy allure of a modern woman. Between mixes of materials, cuts, folds and pleats, this collection focuses on plays in femininity. Vaporous materials and animal prints provide a wardrobe of an assertive image.

Romantic and inspired, flourishing cloudy, rosy and Carbone tints, the silhouettes seem to come straight out of a “love story”. This collection is an alliance of noble materials, of accomplished details and of subtle graphic inspirations. The whole collection has three main themes at its core – PRINTS, FABRIC and VERSATILITY.

Main animal prints will still be a strong draw for FW2014, however, the ba&sh way is to update these animal prints with a more contemporary and graphic twist. So expect leopard, zebra, python, giraffe prints that are a tad different like the giraffe coat with a sharp neon piping. One of the key factors is the quality of the fabrics used. Mainly Italian refined fabrics for all of the coats used. All coats are European made, so knitwork, stitching and workmanship are of high quality. A good example will be the shearling coat that is reversible. Almost everything in the FW2014 collection has dual usage and is multi-functional. Think reversible coats, scarves and hats that can bring you from day to night.