CELINE Case Presentation

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CELINE is a French luxury brand founded in 1945 by designer Celine Vipiana and her husband in Paris. It is now part of the globally renowned LVMH Group. Initially specializing in custom-made children's shoes, the brand gradually expanded into women's fashion, handbags, perfumes, footwear, and jewelry, earning worldwide acclaim for its distinctive design style and high-quality products. Below is a detailed introduction to CELINE:

**Brand Philosophy and Style**

- **Philosophy**: CELINE is dedicated to creating comfortable, practical, and stylish pieces for modern women, showcasing the independence and confidence of professional women.

- **Style**: The brand embodies a bold, free-spirited, and independent aesthetic, blending French elegance with practicality. Designers continually incorporate new elements to keep the brand classic yet appealing to younger audiences.

**Iconic Product Lines**

- **Handbags**: Collections such as the Celine Luggage (Smile Bag), Celine Trapeze (Swing Bag), and the Classic Box Bag are beloved for their unique designs and premium materials.

- **Perfumes**: Including Celine pour femme (women's fragrance), men's fragrances, Celine Fever (unisex fragrance), and the CELINE Pastel Collection, known for their distinctive scents and exquisite bottle designs.

- **Ready-to-Wear**: In 1967, Celine Vipiana launched the brand's first ready-to-wear collection under the "Couture Sportswear" concept, merging Parisian elegance with casual wear. Shirts, knitwear, and trench coats became timeless staples.

**Brand Identity and Culture**

- **Logos**: CELINE’s iconic symbols include the "elephant" (representing joy and happiness), the carriage motif (inspired by the founder’s husband’s love for horseback riding, symbolizing nobility and luxury), the Triumph Chain (reflecting the brand’s creative spirit and refined image), and the "C" in the half-moon carriage (a tribute to founder Celine).

- **Culture**: CELINE emphasizes craftsmanship and quality. Its leather goods embody French heritage, combining Parisian elegance with exceptional leatherwork. Each piece is meticulously crafted by artisans using premium materials to ensure longevity and individuality.

**Brand Milestones**

- **1945**: Celine Vipiana opened the first boutique, "CELINE, Le bottier pour enfants," specializing in high-end boys' shoes.

- **1950**: The first CELINE emblem, the "elephant," was introduced.

- **1959**: Women's fashion and handbags became core offerings.

- **1966**: The classic carriage logo was born.

- **1967**: The debut ready-to-wear collection was released.

- **1973**: The Triumph Chain motif was created.

- **1996**: CELINE joined the LVMH Group.

- **2018**: The brand updated its logo, removing the accent on "É" and tightening letter spacing for a modern, minimalist look. The Instagram account was cleared, marking the beginning of Hedi Slimane’s era.

**Awards and Influence**

- **2018**: Ranked 396th in the "World’s 500 Most Influential Brands" by the World Brand Lab.

- **2024**: CELINE announced NEWJEANS member DANIELLE as its global brand ambassador.

**Recent Events**

- **June 2025**: CELINE hosted the "Artisan Workshop" at its IFS boutique in Chengdu, featuring Italian craftsmen demonstrating the making of the TRIOMPHE bag and offering rare leather customization. The event will tour other cities in China.

In summary, CELINE holds a prominent position in the global luxury market, celebrated for its rich history, unique designs, superior craftsmanship, and commitment to quality, making it a coveted fashion icon.

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