Asprey | The New Creative Director of the Royal Warrant Holder

Asprey

The "Evolution" of the Royal Warrant Holder Asprey, Led by its New Creative Director

An Interview with Bruce Hoeksema

In June 2010, Bruce Hoeksema was appointed the new Creative Director of Asprey, a venerable British brand. We spoke with him, the founder of the handbag brand VBH, which boasts immense popularity among celebrities, and a former president of Valentino USA, about his new challenge at Asprey.

By Yumiko Takayama

Asprey's New Challenge as it Approaches its 230th Anniversary

— What was the biggest reason you decided to take on the role of Creative Director at Asprey?

First and foremost, Asprey is a magnificent brand with a rich history and tradition. The legacy of providing the very best in craftsmanship, quality, style, and design still breathes within Asprey's workshops. True luxury is born from tradition and the skill of master artisans. Seeing the tradition and craftsmanship that Asprey has steadfastly preserved, I feel a wealth of possibilities.

—Founded in 1781, it's a brand with a long and distinguished history. Did you feel any pressure?

Serving as Creative Director for a brand with the heritage of Asprey carries significant responsibility. However, rather than pressure, I feel a greater sense of anticipation for the various possibilities.

Looking at my British friends, Asprey is a symbol of British life and identity for them. With that in mind, I feel it's crucial to continue preserving Asprey's tradition and dignity.

New Creative Director, Bruce Hoeksema

—Could you tell us about the theme of the new collection?

The concept of a "theme" doesn't quite suit Asprey. Asprey is not about "Throw Away Fashion"; it aims for a higher position, focusing on creating elegant and refined pieces that can be cherished for a lifetime.

A new satin clutch bag by Bruce Hoeksema.

—Your own brand, VBH, is famous for its clutch bags, and Asprey's new collection also features them. What inspired this?

The clutch bag is the face of a woman at night. While Asprey has traditionally focused on "daytime" items, I wanted to introduce a new category, "evening," and incorporated colorful clutch bags.

—Asprey's original trunks made by Globe-Trotter struck me as an innovative endeavor. How did this collaboration come about?

When I became Creative Director, I wanted to utilize all high-quality, "Made in England" products. That's why I focused on Globe-Trotter, a brand with a history similar to Asprey's, renowned for its high quality and expertise in travel cases. We retained their durability technology, but incorporated Asprey's locks, used crocodile for the corners, and tailored the interior details to Asprey's specifications.

An image visual featuring animals.

A travel case produced by Globe-Trotter.

—Do you plan to collaborate with other British luxury brands in the future?

There are many brands in Britain with tradition and high quality. For example, the craftsmanship in British ceramics is astonishing. Collaborating with makers who possess such heritage is nothing but a joy. Asprey has a history of collaborating with various manufacturers from a "material" perspective. This time, for the first time, we partnered with Globe-Trotter on "technology," achieving a wonderful synergy. To further elevate Asprey, we plan to continue such collaborations.

—The advertising visuals featuring animals are quite witty. Was it challenging to direct live animals?

It was indeed very challenging as we used no CG or photo manipulation. The fox was relatively easy as it was accustomed to humans, but the ostrich was quite difficult. Getting it to wear Asprey jewelry on its neck without moving was a struggle... (laughs). Next year, Asprey celebrates its 230th anniversary, and I believe these visuals, infused with British humor, are fitting for such an occasion.

From the humorous image visuals.

—How do you find living in London?

It's wonderful, except for the weather! (laughs). Before moving to London, I was in Rome. London is a truly captivating city in terms of culture. The museums and galleries host superb exhibitions year-round, making it hard to choose where to go. It's also a place of mixed cultures, drawing people from all over the world – a truly great city.

Jewelry inspired by the light "Feather" motif.

Items such as salt and pepper shakers and money banks.

—Finally, how do you envision evolving Asprey?

The word "evolution" is perfectly apt. Asprey's greatest appeal lies in its tradition, high quality, and British essence. My role is to translate these elements into a modern context through "evolution," without losing their original character.

Bruce Hoeksema
Born in the United States. Studied architecture and business at university. After a career as a fashion model, he joined Valentino. He was a key figure for Valentino Garavani and was appointed President of Valentino USA. After leaving Valentino, he founded the bag and jewelry brand VBH in 2001. Since June 2010, he has served as Creative Director of Asprey.

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