Carry Céline Dion’s Bags

When Quebec-based bag-maker bugatti Group caught word Céline Dion wanted to create her own lifestyle brand, they knew they were the right partner for the project. We chatted with bugatti EVP Johanne Boivin about the resulting collection—and, of course, what it was like working side-by-side with the Canadian superstar. —Noa Nichol

How did this collaboration come about?

This past June, when Céline announced that she was planning to create her own lifestyle brand, we immediately contacted Epic Rights and Prominent Brand + Talent to present our ideas. The evaluation process took several months, as many companies from the U.S. and elsewhere were in the running. Céline and her team quickly recognized our expertise and creativity. We understood her desire to offer the same level of quality that she delivers on stage. We are proud that she chose us for the first collection to bare her name as she launches her lifestyle brand.

What was it like working with Céline?

Céline and her team were directly involved in every step in order to ensure that the essence of the collection reflects her values, and this was a great experience. Despite her celebrity status, she is very humble and approachable. She provided input on each item and gave her seal of approval on final products, personally curating each piece. It was very interesting to see Céline as a businesswoman rather than a performer. Her team also visited our facilities last summer when she was on tour in Quebec. It has been an amazing experience.

What makes you a perfect match for a partnership with this megastar?

We understand the fashion industry and our team specializes on emerging trends so we are always one step ahead. Being a Quebec company has also surely played out in our favour. Céline and her team appreciated the vision that we had for her brand and we couldn’t be happier with the results.

What does such a collab mean for fashion in Canada?

Céline is a global superstar and one of the most immediately recognized, respected and successful performers in music history. This launch represents the first-ever collection to bear the name of the megastar and, as an international celebrity, she had the choice between hundreds of partners around the globe—but she chose to stay true to her Canadian roots. Céline’s collection will be available worldwide, and all the pieces were designed in Canada by our team. This means that a touch of Canadian design and expertise will be reaching consumers around the globe, which is a big market for us and reinforces our capacity of providing high-quality goods worldwide.

Tell us about the collection itself—do you have any personal favourites?

The collection features more than 200 pieces: high-end and affordable handbags, luggage sets, as well as small leather goods at varied price points. The collection is absolutely in line with the star’s fashion sense and you will still love it even if you are not a fan! There’s something for everyone, no matter your age, style or budget. Watch out for your next “it” bag!

Beyond several items (some pictured) available for pre-sale online now, watch for the full collection in select retailers this September. celinedion.com