First, I thought about the editorial angle I was going to give to this article. It would have been far too simple to write an article about Aimé's lifestyle.

Could you introduce yourself to our readers? What's your background? My name is Jason Gabriel Lowdon and I'm Creative Director for

A brand can be measured by its reputation, its "top of mind" in a quantitative or focus group study, or its ROI.

We walked around, we analysed and we discovered new places. When customer experience meets fashion, art and cosmetics. FRIEND

We're all familiar with the "Instagrammable" make-up kits featuring leopard prints, varnish textures and big logos (or not). When you

Birkenstock, or "Birk" to fans of the brand, is back stronger than ever. No longer just for summer, Birkenstocks are now available all year round.

You only have to look at the communications of the major fashion houses to see that they are borrowing the codes of urban, musical and artistic fashion that can be found in street culture.