WHO IS THIS GIRL?
Sofía Sanchez de Betak (aka, Barrenechea) is a Buenos Aires born, New York based, Art Director and Fashion Consultant.
Upon graduating, Sofía signed on as an Art Director at Lloyd & Co, for which she relocated to New York City. The acclaimed advertising agency founded by Doug Lloyd, hired her to work on accounts like Estée Lauder, Derek Lam, Aerin and ICB. Sofía’s capabilities include print as well as TV advertising, packaging design, collateral development and design, social media planning, online services and strategic branding. Since she left the agency, Sofía has worked on projects for numerous brands, such as Marni, Just Cavalli, Chloe, DFS, Tiffany & Co, H. Stern, Rouge, Paige, Kohl’s, Jimmy Choo, Acria, Belstaff, Ermenegildo Zegna, Feel Food, John Hardy, Neiman Marcus, St. John, Swarovski, Tamara Mellon.
As a ‘model influencer’, Sofía has shot campaigns and advertorials for top brands including Roger Vivier, Mango, Globe Trotter, Bergdorf Goodman, Barneys, David Webb, Hogan, Chloe, Chanel, Massimo Dutti, and Zara. She has been featured in magazines such as American Vogue, British Vogue, Vogue Paris, Vogue Spain, Vogue China, Vogue Australia, Vogue India, Vogue Japan, Vogue Korea, Vogue Brazil, Vogue Latinamerica, Vogue Russia, Vogue Ukranie, Marie Claire US, Marie Claire Italia, Flair, Telva, Tatler, Town & Country, Harper’s Bazaar, Porter, InStyle, L’Officiel, W, Lucky, Glamour US, Glamour France, VsMag, Vanity Fair US, Vanity Fair France, Condé Nast Traveler, Forbes, Travel+Leisure, Grazia, Hola, Revista & Diario La Nación, T Magazine, The Art Newspaper, Interview Germany, Galera, ParaTi, Ohlala, Diario Clarín and Diario InfoBae. Sofía has graced the covers of Town & Country, Hola, Viva, Ohlala, Las Rosas, Lifestyle, Flair, Galera, among others.
With a keen eye and love for fashion and travel, Sofía has collaborated with several magazines and brands, working on special projects and often served as a brand ambassador. This list includes Chanel, Valentino, Rodarte, Chloe, Mary Katrantzou, Peter Pilotto, Michael Kors, Zara, Jason Wu and The Luxury Collection (Starwood Hotels), Harper’s Bazaar Latin America, Condé Nast Traveler US, Vogue Latin America & Mexico, Revista La Nación and Nowness.
She is a staple on the red carpet and regularly attends many diverse cultural events internationally, and has been named among the Best Dressed Women by Vogue Magazine countless times.
Sofía has been named among the 10 most influential women of Argentina, together with the country’s First Lady and the Vice-President.
Today, creative director and fashion and travel consultant Sofía Sanchez de Betak announced the launch of Chufy, a new line of ready-to-wear clothing inspired by her worldwide travels. Each season of Chufy will focus on a new destination and its indigenous culture, collaborating with artisans to imbue every piece with the authenticity of local craftsmanship. Chufy updates those traditions for modern life.
A seasoned traveller, Sofía has always sourced and collected clothing from destinations across the world, making Chufy a natural extension of her peripatetic life, which she documents for 160k followers on Instagram @chufy. “Many times I find myself acquiring things abroad, but then redesigning them to make wearable in the city,” de Betak says. “That’s what I find special: making local artistry your own.”
Chufy, which is also Sofia’s nickname, builds on the overwhelming reception to Sofía’s first foray in clothing design, a line of so-called “Mallorca” dresses that Vogue dubbed “the dress of the summer” in 2016 and sold out repeatedly.
The inception of Chufy also dovetails with the publication of de Betak’s latest book with Assouline, Travels With Chufy, a roving itinerary of the hotels, haciendas, and homes away from home that she treasures most. Chufy launches with a logo designed by Fabien Baron of Baron & Baron.
De Betak further announced that the second collection of Chufy will be based on the traditional craftsmanship of Japan, where she has travelled extensively, with a Kenyan collection to follow.