1. You work as a digital brand consultant. Thinking of a newly founded brand, what do you think are the main challenges it has to overcome in the digital sphere? From your experience, what are the most underestimated ones?
Today, the main challenge for brands it’s to have a seamless, unified and cohesive brand experience throughout digital platforms. Beautiful pictures and amusing Reels are great for a social media strategy, but this is pointless if the brand doesn’t have an optimised user experience on the website, or if they don’t do follow-up to their clients via a Newsletter with added value content. The digital experience that brand should offers goes far beyond a like or a follow. We talk frequently about the brand experience in retail, but I do believe the brand experience in digital should be equally curated.
2. The main point of contact between customers and brands is less and less the physical shop, but the digital dimension, in its various facets. Also in light of the recent launch of the “metaverse”, what do you think are the macro-trends in the strategic sphere to consider?
The meta verse has already being quite popular in industries such as gaming for a few years now, but it was Facebook, now Meta, that put the idea out there for the masses. Currently, the AR and VR devices that push the boundaries out of our screen are becoming more and more popular, with AR and VR headset shipments expected to grow from 9 to 50 million on 2025. (Source: IDC, 2021). AR is already quite popular in the beauty, accessories and footwear industries, proposing interactive experience to users from the convenience of their phones. As for VR, the pandemics clearly spiked a demand and pushed several fashion companies into virtual showroom experiences, something unusual before. I think the “metaverse” will be slowly but surely adapted into the future digital strategies of brands, or at least, considered.
3. When we met years ago in Brazil, you were working as a journalist for some of the most important magazines in your country, Peru. Now she lives and works in Paris and is a digital entrepreneur. How did this journey come about? What were the moments you remember most vividly?
Life is all about the journey! I came to Paris to study a Master on Luxury Brand Management at Istituto Marangoni Paris and came acquainted with the world of luxury fashion companies. It was an incredible opportunity and a dream experience to have in fashion houses such as Dior and Hermès. However, after the pandemics, I realised my entrepreneur spirit will always take me back to my passions: crafting digital strategies and content for brands and talents. As for the luxury experience, my most vivid moment was working with Maria Grazia Chiuri’s team at Dior. Such a high energy and impressive talent. And of course, Anna Wintour visits during to the showroom during Fashion Week would always be a highlight.
4. How does your Latin American DNA find its way into your Parisian life? If you were to create a mood board of your world, what would it contain?
Changes are always a challenge. Today, far from home, I have come to find that adaptability and empathy are two of the the strongest skills I developed from my time living in Peru. Also, a taste for strong colors and flavours, and this idea of mixing to discover new things. My world today would definitely be a mood board of professional elements in a Parisian setting, and personal souvenirs of my early life in Peru.
5. I remember you are a great chess player, which is typical of someone who loves strategy. What is the working method of a good strategist?
First, assess the situation. Be updated on relevant topics. Do your research on similar projects. And then, observe. Listen. For me, the ideal outcomes are often very clear. I have come to understand the collectiveness of digital platforms, what works and what doesn’t, in multiple layers. But that is only the first part. You need to convey your vision clearly and don’t assume everyone understand what’s in your head.
6. Your digital storytelling often includes themes such as ‘female empowerment’. What are the most thorny, perhaps less visible, nuances of the patriarchal system in which we live? What could each of us do to improve this condition?
There are actually plenty of patriarchal nuances deeply ingrained in our society. However, for me it’s the way in which women are represented in pop culture and media, and how this affect the younger generations. Representation is incredibly important, as it is difficult to believe we can achieve something if we have never seen someone like us achieve it before. If a young girl has various narratives on how to be a fulfilled, successful, happy woman, she will be probably more confident on her own capacities to get there. Truth is, trusting yourself is not something that comes easily to everyone.
7. You are one of the jurors of the MM Award 2022. What does talent mean to you? What strikes you most about a new generation of creative people?
Talent is like beauty. There is not one way to define it, but we recognize it the moment we see it. This new generation of creative people has a tremendous ability to build a narrative around their work. This wasn’t always the case, but I think the rise of social media platforms has given a new tool to people that were never given the chance to present their work. Today, they can unlock outstanding opportunities to collaborate and showcase their work thanks to a DM, or because someone saw their work and loved their digital branding on social platforms
8. Thanks to you, I have discovered various artists and creatives, such as @tiffanybouelle. Can you recommend 3 names of people who have particularly fascinated you to start following on social media?
The list is quite long, but in the last three years I have come to find the work of amazing designers, creators and artists such as @okan__studio, an architectural and statement Parisian jewellery brand, @iamconstantin a life coach and mindfulness advocate, and @lagazette.mag, a Youtube channel on fashion and culture, based in Paris.
9. What is an object in your home that you would never give up? What is the memory attached to it? Can you send us a photo taken by you?
My Toritos de Pucará, two small bull-like sculptures that symbolise wealth and wellness in the household in the Peruvian Andean tradition. I have always preferred modern and minimalist déco, but these Toritos are close to my roots and my heart.