Graduated from CELSA and the Institut Français de la Mode, I develop an analytical approach to brand strategy informed by the social sciences.

My work examines consumption narratives, emerging cultural behaviors, and the contradictions of aesthetic capitalism—particularly within the fashion, beauty, and luxury sectors, and more broadly across the fields of arts and art de vivre.

My background bridges academic research (CELSA, IFM) and in-house experience (Le Bon Marché Rive Gauche, LVMH, Hermès International). I am particularly interested in questioning dominant discourses, connecting signs, and creating dialogue between strategy, culture, and meaning.

Today, I continue to explore this intersection between research, communication, and strategy, with a strong interest in developing new forms of collaboration around meaning, style, and usage—especially by supporting brands in interpreting cultural narratives and emerging behaviors.