From Paris to Singapore: An Interview With Christelle Nouviaire-Domec

Christelle Nouviarie-Domec is a rare gem. A trained fashion designer, with vast experience across design, retail and marketing.  

Christelle  Nouviaire-Domec

In my latest podcast, I spoke with Christelle to find out how she navigated such a varied path in the fashion industry. From studying at the iconic Studio Berçot in the '90s to cutting her teeth in fashion at the ateliers of Lanvin, Christelle has carved a distinctive path in the world of fashion. 

It's extremely rare to encounter someone like Christelle, who counts working in high fashion and shaping the retail landscape in Singapore as notable accolades. 

The latest addition to her achievements is fostering sustainable practices in the heart of France. From our conversation, Christelle emerges as a beacon of creativity, authenticity, and social responsibility in the ever-evolving world of fashion

Her journey serves as an inspiration for aspiring designers and entrepreneurs, urging them to not only craft beautiful garments but to weave narratives that transcend trends and contribute positively to the global fashion landscape.

Starting With ‘The Best’ In Fashion

Having studied fashion design at Studio Bercot, a Paris-based institution with luminaries like Isabel Marant and Camille Bidault Waddington, Christelle’s first start in fashion was working as an Accessories Design Assistant at Lanvin.  She also worked under legendary designer Claude Montana, describing the period as “the reign of Haute Couture.” 

Lanvin Couture, Autumn Winter 1991

She describes haute couture as an “incredible experience as everything is possible, budget isn’t an issue, if you want a pink silk trench coat covered with crystals it’s possible.” 

Her role as a designer was to develop bespoke accessories and translate runway designs for clients ordering made-to-measure items. In the 90s, her clientele consisted of celebrities and royals. Later, she transitioned into the glamorous world of fashion magazines, where Christelle worked with iconic supermodels such as Linda, Christy, Helena, and Carla."

Fashioning A Career In The 90s

Drawing from her experiences at Vogue Italia during the 90s, Christelle describes the excitement of collaborating with top fashion photographers and the thrill of international travel while covering fashion runways for Conde-Nast US Magazines. 

Listening to her description of those moments gave me goosebumps. From my perspective, the 90s can be considered the golden age of fashion. Christelle also agrees that the decade was characterized by a unique convergence of creativity, resources, and the first emerging global influence for the fashion industry.

Has Fashion Had Its Heyday?

Critics of contemporary fashion often contend that the fashion industry reached its pinnacle in the 1990s. Adopting a more pragmatic stance, Christelle asserts that fashion is inherently about “eternal renewal.” Emphasizing that the 90s were marked by a palpable momentum and dynamism. Recalling the era, she highlights a key differentiator: the resources dedicated to producing awe-inspiring runway shows

Fashion Today

Christelle acknowledges how fashion has changed, whilst the offerings in the 90s were broad, today the industry is fragmented. 

During the 1990s, designers gained recognition for expressing themselves through their distinctive stylistic languages. From Galliano at Dior to Rick Owens, each utilized fashion as a means of storytelling, drawing inspiration from their creative impulses at that particular time. 

When discussing the evolution of fashion, Christelle suggests that while the 90s may have held a special allure, the current era of fashion is marked by a different kind of dynamism — a continuous reinvention that reflects the industry's adaptability and resilience.  

In the past, a handful of designers made the rules. Thankfully the industry's evolution has given rise to diverse voices in a multifaceted market.

As the fashion landscape continues to evolve, each era contributes to the rich tapestry of the industry's history, ensuring its perpetual renewal. 

The Singapore Connection

Christelle was invited to Singapore by retail pioneer Mr Tang Wee Sung to reshape the fashion merchandising mix and brand image of Tangs Orchard. The experience offered valuable insights into the Singaporean market, known for its promotion-driven consumer behaviour and a unique blend of cultural influences that contribute to a distinctive fashion landscape. 

Her role at Tangs gave her unique insights into the Singaporean department store customer. "All the global brands have a presence in Singapore, and it serves as a testing ground for trying out new retail concepts before launching them worldwide. The locals here are incredibly curious, and shopping is seen as a leisure activity. I played a significant role in providing a retail platform for local designers. I created a unique retail space for SG50's birthday celebration, where we curated collections from new talents and provided mentorship for emerging fashion designers."

Returning To France

Christelle has subsequently returned to France, where she works as an adjunct lecturer at an international fashion school. Her focus is on emphasizing the significance of a unique aesthetic, an understanding of fashion history and staying abreast of key socio-cultural trends.

Christelle has also founded a consultancy specializing in branding and retail strategy for fashion, beauty, and sustainable brands. 

Additionally, she also found the time to curate a festival focused on water preservation. The event aims to foster collaboration between scientists and artists to share their expertise.

Advice for Fashion Entrepreneurs

For those aspiring to enter the French market, Christelle reminds fashion entrepreneurs that Paris is the epicentre of fashion, with consumers who are already overwhelmed with choice.  

To enter the French market Christelle's advice is for fashion entrepreneurs to find their sense of authenticity, emphasizing that the French customer prioritizes design and quality materials. 

Christelle also adds that to succeed in the French market, designers should “focus on design and use quality fabrics like linen, cotton, and silk because French customers prefer natural materials”. In a world full of fashion options, she asks, "Who needs another pair of trousers or dress?" 

According to Christelle, the key is to create a unique style that aligns with the brand's values. Designers should consider what's happening globally, in art, and socio-economic trends. She advises, "Develop your fashion universe with a distinct fashion language and style, then turn it into wearable clothes for customers."

Christelle believes that telling stories on the runway is the apogee of style, however, the most important thing is that designers must understand their clients and their needs.

Fashion And The Future of Technology 

In discussing fashion's fast-changing landscape, Christelle offered some simple insights into the intersection of fashion and technology. She intriguingly suggests, “The body may be augmented, but I think the language of dressing the body (jacket/dress/shirt/pants, etc.) will remain”.

Subtly implying that the future might be more inclined towards consumers whose sense of belonging is tied to a particular group or style (affiliation), brands that tap into this notion are the ones that will truly distinguish themselves. Examples, such as 'normcore' brands and Margiela in the 90s, highlight instances where these subtle signs of affiliation significantly make a difference in the fashion context.

3 Tips for Fashion Entrepreneurs

To conclude every podcast interview, I ask my guest for three key insights, and Christelle did not disappoint. She delivered three essential tips for aspiring entrepreneurs. Her advice included, 'Don't copy others; be authentic. Pay attention to the supply chain because sustainability is not an option. View fashion as a theatrical experience, offering versatile yet singular options to customers.

Creating Social Impact

Fashion Hub Singapore was established to provide tools for social entrepreneurs to learn from industry experts. The podcast's mission is to equip entrepreneurs with the necessary tools to create exceptional, customer-centric brands and foster positive social impact. 

Drawing from her passion for sustainability, Christelle believes that brands can make a social impact by ensuring appropriate working conditions, prioritizing quality and durability in clothing, and exploring innovative textiles made from recycled components. She adds, “I think the future of fashion will also be in the research of innovative textiles”.

Christelle’s career has spanned from haute couture in Europe to reshaping retail in Singapore. I thoroughly enjoyed her insights on the journey — a celebration of creativity, authenticity, and a commitment to a sustainable future.  

The Iconic ‘Supers’ shot by Peter Lindbergh (C) British Vogue 1990

Listen to the podcast interview with Christelle by clicking the link below.

Asian Innovation - Clynn By Nature's Founder Lynn Yap A Scientist With A Mission

Meeting Clynn By Nature founder Lynn Yap at a women’s event was eye opening. Determined and energetic, I recalled how she was explaining to each browser at her stand exactly what every product contained. Customers would leave with an arm-full of product. It was clear her range of shampoos and hair care, had a unique benefit ladies were looking for.

Working with her to deepen her brand attributes and create a clear brand hierarchy in order to refresh the packaging was a pleasure. Here’s is a story of deep knowledge in her field, continued product improvement and perseverance.

1.Tell us about your entrepreneurship journey - how did it all start?

 Suffering from hair loss and frizzy hair, I looked everywhere for hair care products that were safe, effective and affordable, but had no luck. Soon, I found out that I wasn’t the only one who needed products that addressed these hair issues – my friends, relatives and even a professional hairstylist told me that they had trouble finding good products. I decided to create my own scalp care and hair care products. I launched the range, Clynn by Nature, in 2016. The products are made from safe, sustainable, natural, active ingredients; and are designed for use in our hot, humid climate. Clynn By Nature is now sold mainly in pharmacies in hospitals and polyclinics. It’s also available online and in a few hair salons.

2. You are a trained chemist, what does that mean for non-science people?

 I obtained a Master’s degree in Polymer Science from Loughborough University, UK in 1988. I have accumulated over 20 years of research and formulation experience while working for multinational companies in the personal care ingredients industry. My work included carrying out independent research projects. I was named co-inventor of a world-wide patent in personal cleansing. Prior to working in personal care, I spent two and a half years setting up a bakery from scratch, obtaining ISO 9000 accreditation. As such, I am both confident and competent to formulate and create efficacious products for self-care.

 As a trained chemist I am able to understand things at their elementary or molecular level. Understanding how these molecules interact both physically and chemically, allows me to formulate products that actually perform. It's from this knowledge and experience, that I am able to create a range that gets to the heart of people’s hair care problems. Clynn By Nature products were specifically formulated for Singapore’s tropical climate conditions and our busy, stressful lifestyles.

The research process took over 10 years due to many reasons. For example, where microorganisms are involved, things get more interesting. The presence of unwanted microorganisms may compromise product safety. On the other hand, we need good bacteria to break down some chemical structures to carry out fermentation and achieve certain functional ingredients. In other words it took time to test the best formulations.

3. Consumers are prone to losing hair in Singapore, why is that?

 Hair loss is a major concern in Singapore. It affects consumers of all ages. To begin with, our daily tropical heat and humidity spur fungal and bacteria growth on the oily substances that reside on our scalp. The result is scalp itching, dandruff, blockage and weakening of hair follicles that could lead to hair loss. Such oily substances may come from our scalp secretion, urban traffic film, or contributed to by the conditioning agents in our hair products.

 Next, hormone imbalance caused by childbirth, menopause, medication or lifestyle-related stress, leads to the formation of dihydrotestosterone (DHT) that can cause root shrinking and eventually hair loss. Frequent hair dyeing, exposing our scalp to allergens, may lead to hair loss too.

4. Can you give readers tips about maintaining hair? Especially after reaching a certain age and or having a baby or moving to Singapore from the Northern hemisphere.

 Step i: Keep our scalp clean

Shampoo once a day. Even if you do not sweat, the pollution from traffic in a  busy city, justifies daily shampooing. Many consumers are averse to washing their hair every day for fear of exposing their hair to too many chemicals leading to dryness. However, shampooing only when the scalp feels itchy or when hair feels oily, risks leading to itchy scalp, dandruff and premature hair loss. The solution is to use the right shampoo. The right shampoo allows us to shampoo daily without drying out the hair and keeps our scalp clean, healthy and dandruff-free. It also maintains good follicle health and promotes healthy hair growth cycles.

Our award-winning best anti-hair loss shampoo, Clynn By Nature Hair Shampoo, adds volume, and  is carefully formulated for thin and fine hair. It gives volume without the frizz.  Clynn By Nature Hair Shampoo EXTRA MOISTURE suits coarse or dry hair. It provides deep hydration and is gentle to the scalp.

 Step ii: Keep your hair strong and healthy

Additional protein treatment helps strengthen and smoothen your hair. Use Clynn By Nature’s MY Haircare Hair Conditioner after every shampoo, to restore the smoothness and shine. Note: This fast-acting rinse-off conditioner absorbs quickly. Massage for 30 seconds and rinse off. You do not need to leave it on and wait.

After towel drying your hair, spray on Clynn By Nature’s MY Haircare Hair Mist, from mid-length down to the ends. Massage in and comb through. This oil-free formula does not weigh your hair down. It smooths and detangles to ease combing and prevents split ends. Blow dry and style. A weekly treatment with Clynn By Nature’s Hair Mask provides the additional nourishment for the hair.

 Step iii: Nourish our scalp

For those experiencing hormone imbalance, due to lifestyle changes, such as moving to Singapore from the northern hemisphere, childbirth, menopause or prolonged medication, it is important to keep your roots strong and healthy to prevent premature hair loss.

 Daily application of Clynn By Nature Scalp Tonic 01 – Strong Roots delivers the right amount of nourishment to our scalp to keep your roots strong and healthy. It also prevents scalp greasiness and promotes new roots.

Step iv: Weekly Scalp Treatment

Clynn By Nature Scalp Shampoo rejuvenates and maintains scalp health by combining deep cleansing, oil control, DHT-blocking, gentle exfoliation with lasting hydration.  This allergen-free formula is a 2-in-1 Tonic-cum-shampoo, for single-step convenience. Use it after hair dyeing to keep your scalp allergen-free. Use weekly in place of Hair Shampoo as weekly scalp treatment.

For consumers above 45 years of age, Clynn By Nature Scalp Shampoo may be used as a daily shampoo to prevent hair loss and promote hair growth.

5. Tell us your brand story and how you resolved or developed it after the workshop session?

 When I started formulating products to improve scalp health, I had to come up with a name for my products. Clynn sounds like “clean” which is “the first step” for personal care. Being born and bred in this part of the world, where the best thriving conditions for microorganisms exist, our skin and scalp are highly susceptible to microbial related diseases. Therefore, good personal hygiene cannot be compromised. Because our products are formulated and designed based on the concept of utilizing the gifts of mother nature, by nurturing our body’s natural ability to renew, rejuvenate and restore - the name “Clynn By Nature” made sense.

 Before the workshop, I paid all my attention to the formulation of my products, ensuring top quality, safety and efficacy. Branding was a name just to describe who we are and what we do.  After the workshop, I realised that Clynn By Nature needs to be a brand, not just a name. It has to be a brand that means something to others and bring something to our customers. I was fortunate to have the help of Anisa who worked with me on sharpening our brand identity, values, what it [the brand] stands for, what it means for the users of Clynn By Nature, i.e. improve brand messaging with clarity.

6. What is your hope for your brand? - feel free to dream and share a large or small goal!

 Firstly, to become a trusted brand in Singapore and overseas markets. Users associate CLYNN BY NATURE with quality, reliability and efficacy in hair care and hair loss treatment products.

 Secondly, to contribute positively to our environment:

-        Reduce water consumption and carbon emission: Clynn By Nature’s products rinse off quickly, reducing the need for rinse water;  and saving energy by needing less hot water, therefore reduce carbon emission

-        Reduce plastic waste: Clynn By Nature shampoos are available in bottles and refill pouches. Refills use 80% less plastic than bottles, therefore we are contributing to reducing plastic waste by 80% every time a customer purchases a refill. Refills also promote reusing of used bottles of other products which could further encourage zero waste.

-        Continue to launch new products with sustainable ingredients with reduced dependency on palm oil.

Founder Lynn Yap

Clynn By Nature

http://www.clynnbynature.com/

Follow the brand on Instagram @Clynnbynature