To be honest I don’t really think of it that way. I just do my thing and I guess it speaks for itself and has its own language.
It’s a tricky question because if the brand is already established then my role will be to keep this as it is, and to keep it working or make it change completely… So it’s either about understanding the brand fully and helping them on their path or changing things and bringing new blood into the company. Both are really interesting to me because either way it’s a challenge.
A few years ago when I realized that is what I was doing with Novembre, not only because I was one of the founders but because I was shaping it daily.
Novembre, and any picture I take together with Nicolas Coulomb
Probably a floweriest.
There was nothing at the time in Switzerland for young creative minds (including us) to show their work.
Sure, it was a creativity hub and still is. I’m happy to be a student there and also I’m a teacher there now.
I love brands like Acne, because they develop not just fashion but also a whole visual world and other inspiring things around it like magazines, photography, art…
By asking A LOT of questions of questions to the people involved and try to answer them all.
Every day I guess, but not on purpose. It’s just what I do.