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Since founding his eponymous clothing brand, in the late nineteen-nineties, Plein has become an effective hawker of loudly luxurious wares, beloved by customers with a taste for the extravagant, if often sneered at by the fashion establishment. His runway shows are elaborate affairs, featuring pyrotechnics and, occasionally, Jet Skis.
But a certain kind of customer just loves him. Last year, the Plein brand had a net global revenue of two hundred and fifteen million euros, on a par with luxury brands such as Thom Browne and Dries Van Noten. The goods are sold in ninety-five dedicated Philipp Plein shops and in more than five hundred multi-brand luxury boutiques worldwide. The cheapest pair of Plein Sport sneakers is a hundred and twenty-five dollars.
Plein has high expectations for the new venture, which he hopes will become a premium alternative to brands such as Nike and Puma. In , he bought Chateau Falconview, a two-hundred-and-fifty-million-dollar mansion in Los Angeles, whose build-out on a Bel Air hilltop has proved so ambitious and complicated that it is still under way, nine years later.
While the main residence, a twenty-five-thousand-square-foot structure, is in progress, another house on the property has been completed, and, on the evening we met, Plein was opening its doors for the launch of two pairs of special-edition sneakers he had designed with the hip-hop entertainer Snoop Dogg, in a collaboration named PLEINDOGG. It was cake. Inside the house, Snoop Dogg, who was wearing a sequinned Plein zip-up and blinged-out sunglasses, with his twisted braids tied back in a long ponytail, was posing for pictures.