The latest news, Leia Sfez’s Instagram account was close to one million subscribers. In the photos, we see her, a skinny brunette with very little makeup, elegant from her brushed fringe to her shoes, the perfect incarnation of the Parisian as the whole world imagines her. Model and mother of a large family, she sometimes poses with her three children, aged 11, 7 and 2 and a half years old. At 31, the granddaughter of Wallis Franken (1949-1996) – singer and muse of the 1980s who was married to fashion designer Claude Montana – has already had several lives.
Raised by a bookseller father and a fashion consultant mother, she trained in photography for two years at the Brassaï high school in Paris. “I didn’t have the financial means to follow the training I wanted, but I finally had the opportunity to assist the fashion buyer at Al Ostoura, the equivalent of Galeries Lafayette in Kuwait. It was lucky, I learned a lot. »
In 2012, her first baby was born, a little girl. This motherhood inspired her to create a line of children’s clothing, Diapers and Milk, which was very successful. At this time, Leia Sfez began posting photos on social networks, where she would continue to represent her favorite fashion houses (Chanel, Hermès, Gucci, Jil Sander, etc.) when she stopped designing children’s collections in 2017. “With Instagram, I clearly rode a trend. What interests me now is to use this visibility to shine the light on others besides me. » Artists, in this case.
“Good taste, bad taste, it doesn’t mean anything”
The Oblist (contraction of “object” and “list”), the online sales site she launched in September with the help of her husband, Gary Sfez, a marketing consultant, allows her to promote the work emerging creators and confidential brands. “But nothing to do with a gallery! We do not represent any artist, we do not demand exclusivity… On the contrary, I want to avoid at all costs elitism, the intimidating side of the gallery. » What Leia Sfez claims, on the other hand, is the desire to propose “a living platform and a joyful mix of different objects from various universes”.
In a very wide price range, from a pair of egg cups at 38 euros to mirrored armchairs priced at 6,800 euros. Alongside the works of more than one hundred and forty artists (including the sculptor Hermine Bourdin, one of Leia Sfez’s first favorites) and pieces produced by Frama, Goossens and Popolo, The Oblist presents a selection of beautiful books and vintage objects found by eight curators spread across Europe.
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