For the first time, the brand has chosen to initiate its 2011 Spring-Summer sales in New York. This week, she is presenting her pre-collection and her ‘Sonia by Studio Milk’ collection.

Sonia Rykiel - SS10

Clearly, the brand is calling upon the shoe market across the Atlantic. During its beginnings it was one of the first to uphold this market, in the 90’s a certain drop in sales was noted. For this particular reason, competitors took a direct hit by the arrival of the labels Gucci and Fendi.

But the reception of the fashion line –Sonia by – was well received at the last New York trade show, ″the market is coming back to life″ the fashion house spokesperson emphasizes. In WWD, Nathalie Rykiel, CEO of Sonia Rykiel, declared that the United States constitutes a ″very important market″, adding that the brand is targeting ″the best multi-brand department stores″.

Furthermore Caroline Dumiel who previously piloted sales for Ralph Lauren and Kenzo in Europe and the US, has been recently appointed to Sonia Rykiel’s commercial board of directors.