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.