Provence: developing a model around the imaginary world of one region
Friday 6 September —
15:00
- 15:45
The Talks — Hall 7
Description
Provençal art of living, nature and cuisine, it's clear that “La Provence” is a trademark that attracts and seduces the whole world. Contact with Catherine Roig, culinary journalist and author of the book 'Provence', the founder and creator of the Elsa Lenthal Lavande brand, which perpetuates an ancestral know-how, that of lavender spindles, and develops products around lavender, .... and Sophie Douzal, creator of the interior design brand Le Château De Ma Mère, shows that “Made in Provence” not only has the wind in its sails, it makes perfect sense!
Participants
Sophie DouzalCEO - Douzal & Founder - Le Château de ma Mère
Elsa LenthalFounder - ELSA LENTHAL - Lavandes
Catherine RoigJournalist & food writer
Clara Le FortJournalist
Sophie Douzal
CEO - Douzal & Founder - Le Château de ma Mère
After twenty years spent managing her PR and influence firm specializing in the luxury market, Sophie Douzal launched her own project, which reflects her essence in every way. Le Château de ma Mère is a parallel adventure and not the end of an era. With the Douzal firm, Sophie has sharpened her keen eye while supporting a number of clients on the road to success. In terms of luxury, she knows the key players, what matters to them, the shifts in this market, and its underpinnings, enough to write her own story. Le Château de Ma Mère reflects this certain Provençal art of living that’s the envy of the world. Inspired by documents from Provençal textile archives dating back to the 17th century, Sophie Douzal writes a whole new symphony on this land where the cicadas sing, and time slows down. Her summertime wardrobe blends the most sublime of cottons and silks, crafted the old-fashioned way by the best artisans. On its own, this sun-drenched wardrobe is the essence of the most beautiful summer days. Punctuated with lemon-yellow, lavender-blue, or sage-green prints, the cotton voile slips beautifully over any swimsuit for a jaunt to the market or a nap under the shade of the pine trees. When it’s time for lunch, the linens and dishes on the table offer a lovely dialogue, without competing amongst each other, in a joyful gourmet visual feast. And lastly, for the home, this designer conjures up childhood memories, where the finest linens smell so very sweet. Thus, on bed linen sets in the colors of Provence, flowers dance, so lifelike that we can almost smell their scent. “I wanted to draw out the very essence of this world, envisioning a lifestyle that encapsulates a touch of Provence and sends it out to the four corners of the world.” — Sophie Douzal
Elsa Lenthal
Founder - ELSA LENTHAL - Lavandes
Elsa Lenthal grew up in the rugged hills of Les Baux de Provence. At the age of 10, her grandmother passed down to her a unique skill: the weaving of lavender wands, a Provençal tradition dating back to the 18th century. In 2015, she embarked on an entrepreneurial journey. Initially specializing in the production of lavender wands, the brand expanded to include collections of pillows and other fragrant creations. Driven by committed social and environmental values, Elsa Lenthal organically cultivates her lavender and trains marginalized groups—such as Ukrainian women and prisoners—for the production of her products.
Catherine Roig
Journalist & food writer
A journalist specializing in gastronomy and the art of living, Catherine Roig was editor-in-chief (Magazine, Lifestyle) at ELLE for over twenty years. She was also editor-in-chief of Version Femina for two years. Author of several books for Hachette Cuisine, including #SOSRecettes, Provence-Foodtrip en 100 recettes ensoleillées, Bretagne-Foodtrip en 100 recettes iodées, she wrote the autobiography of pastry chef Pierre Hermé (Toutes les saveurs de la vie, Ed. Buchet-Chastel) and has also signed the Saveurs pages of Paris-Match since 2019.
Clara Le Fort
Journalist
A writer for French and international publications (Les Echos WE, Le Point, ELLE, ELLE DECO, Bllnr), Clara Le Fort deals with subjects related to luxury, innovation and sustainable development. She also works with brands on strategic matters, as a design director. In addition, she has authored five books, published by Gestalten, and has written the Louis Vuitton City Guide for Sydney, Istanbul, Copenhagen and Arles.