1. First of all, could you introduce yourself?
I'm a stylist, I trained at Studio Berçot and then I did my classes at Lanvin, Marc Jacobs and Michel Vivien. After that, I was the personal assistant of the decorator Vincent Darré, we created special editions for the magazine L'Officiel together.
Then, I started freelancing and I collaborated with different houses. I launched my brand DA/DA in 2016 and I continue to work as a freelance on the side as well.
2. Since when have you been attracted to fashion and when did you decide to start your own brand?
I instinctively love colors and materials and ithey happen to be both part of fashion! It is natural for me... It goes back to my childhood, all the women in the family paint, draw and are passionate artists. I have always drawn myself. At school, I remember having always been dressed differently from my classmates; the colors of my clothes detonated!
3. What were the key steps in the launch and development of DA/DA?
I did not dream of creating my brand, I had not even thought about it. It happened overnight, I needed to create something personal. Freelancing is great but we follow the identity of different houses and we get lost sometimes. I told myself "If I create my brand, it will be inspired by men's wardrobe" because I could not find what I was looking for at the time. I felt that it was going to happen, that men’s costumes for women would become a thing and that I had to do it now, and I was right! But I'm not just doing costumes, I'm working by looks. I like the idea of creating basics and also pieces that follow the fast movements of fashion.
Regarding the big steps of the launch, I would say that the first step - not the simplest - was to find a name! Then a brand identity, a logo, it took a lot of time and determination.
Then I remember my first press release, Madame Figaro: it was an important step for me. Then the first presentation, the opening of my shop for a year, the arrival at the Bon Marché last February which was also a major moment for DA/DA.
4. What's next?
Full of desires... I would like to collaborate outside clothes because I am particularly passionate about shoes and bags.
5. DA/DA can thus incarnate in something other than clothes?
Yes of course, design for example! First in the form of collaborations with people who have the tools, the know-how... It's a dream! I'm not stopped at clothes at all.
6. Who is the DA/DA customer?
I have exactly the client that I fantasized about before launching my brand! Ages, silhouettes, attitude are different and that’s what I like. My client does not choose DA/DA randomly, she knows she will find a beautiful cut in which she will feel good, with quality materials. She has a sharp eye, she talks about designers I love too like Yves Saint Laurent and Yohji Yamamoto, she understands why I do sharp edge for example.
7. You worked with Vincent Darré, Ines de la Fressange from an early age, how did that impact your career?
They bring me confidence, support, guidance, presence and strength as well. I respect and I admire them, I want them to be proud of what I do.
8. What are your work rituals, what does a typical day look like for you?
My schedule is hetic and changes everyday, and that's what I like about it. It can be stressful sometimes and exciting often because I do 1000 things at once, just like all the designers do :)
My days are very busy, very active and changing, sometimes I will concentrate on the creative process, sometimes on accouting and administration.
9. Let’s go back to the jewels, what place does it hold in your life?
I don’t wear a lot of jewels but they are carefully chosen. I have this very fine ring that I have worn every day since I am 25, it was a birthday gift from my friends. I lost a signet from my grandfather, it makes me very sad...
For the rest, I like big, quirky and noticeable jewels, just like the ones of Rabih Kayrouz and Charlotte Chesnais. Charlotte's universe sticks well to DA/DA's: our designs are not easily understandable but are simple when you get to know the pieces!
10. You live in Saint-Germain-des-Prés where we recently opened our third shop. Do you have any particular addresses in this area to share with us?
I like its small-town spirit, I like the shops of the rue du Cherche-Midi. I did not grow up in Paris but in the Reunion (an island in the Indian ocean, ed) and Lyon. My family now lives in the Basque Country, that's where I like to relax. So I need greenery that's why I love the Luxembourg garden. I walk a lot, I go everywhere by walking. For good spots... I like the Italian Marcello, Breizh café in Odéon (I love pancakes), the new vegans restaurants in the rue du Cherche-Midi. I am also a fan of the design of the Rouquet, a café boulevard Saint-Germain and I love to relax at the Musée Rodin.