|Key people||Kazumasa Terada, CEO and president|
Samantha Thavasa is a Japanese fashion company, known primarily for its handbags popular among twenty-something women. Other accessory lines such as Samantha Thavasa Deluxe, Samantha Vega, Samantha Thavasa New York were created to meet different markets.
The company was founded in 1994 by Kazumasa Terada, the current CEO and president. The company has over 130 retail stores in Japan. In late 2006, Samantha Thavasa opened its first U.S. store in New York City.
The company's marketing strategy is typified by its extensive utilization of Western celebrities and socialites in its advertising, although Lee Byung-hun was used to promote its jewelry brand, Samantha Tiara. Beyoncé along with her sister Solange Knowles and Paris Hilton and Nicky Hilton have been in advertising campaigns. Nicky Hilton, Victoria Beckham, and Tinsley Mortimer have handbag lines with the company. Jennifer Lopez also endorsed the brand in 2009. In 2011 Taylor Momsen also became a member of Samantha Thavasa Muse. In 2012, After School (band) promoted the "summer collection" line with single 'Lady Luck,' in a commercial. In 2013, Momsen appeared in an advert for Samantha Vega handbags along with one of the most famous idols in Japan and AKB48 member, Tomomi Itano.
As of September 2013, Girls' Generation will be the latest celebrities to promote the Samantha Thavasa brand, the 9 girls will be promoting the Samantha Thavesa Jeans in Japan. The girls will wear the jeans in their new Japanese release 'Galaxy Supernova' which will be available from 18 September 2013, they will also be part of a TV advertising campaign.