Brenda's Business with Rimowa's EMELIE DE VITIS

Why does luxury brand Balenciaga sell a $2,000 purse modeled after a $1 blue Ikea shopping bag? What’s behind the craze for seemingly distressed and worn-out Gucci sneakers? What is Sarah Jessica Parker doing rummaging through the dusty clothes in Rome’s Via Sannio flea market? Why is Cracco, a Michelin star–winning Italian chef, using commercial p... See more

If PD should ever end up in someone else’s control, it would certainly make me sad, but I can do it again with a different name. I don't think the brand is good just because of the name — it’s about ethos and ideas. I don't even think of PD as my own name anymore. When I look at the label inside the clothes, I don't think of myself. It is lot of th... See more

Elan: What I think is so interesting is that it's not just the look and feel of the product. It's all about how it makes you feel and the story behind it. Would you agree?

Sari: 100%. The difference is in: ‘I'm using this to accomplish a task’ vs. ‘This is something that I love and I'm going to tell everyone I know about it.’