We're delighted to welcome Nadège Winter (formerly Communications Director at Colette) for an interview at Milkshake.
At milkshake, we're on a daily vigil. Could you tell us what inspires you every day?
I work very much on intuition and the vision I have of the world around me, of the street, of passers-by, of the art around us.
Over time, I've built up ecosystems around me, and I'm increasingly fond of relying on data and analysis to back up my intuitions. Today, we need maths and magic to validate visions. But even though I do this work, I believe in something of the unspeakable and impalpable. For example, when I created Twenty Magazine with Delphine de Canecaudethe journal for 15/20 year-olds, over 5 years ago, it came from a kind of intuition. At the time, it was still the millenials. For me, it was a very strong observation. I was talking to brands and I was hearing more and more questions about this generation. There wasn't a lot of consumer analysis going on. I seized on this subject, which appealed to me emotionally, with the desire to create a platform made by and for this generation.
It's about something very vibratory, exactly like with the Bazar brunch where I wanted to infuse this vibe that already existed in London and New York but not at all in Paris.
Where do you get your inspiration for trends?
It may be abstract for trend analysis. It's hard to describe. I think my curiosity is fed every second without me realizing it. Walking the streets of New York is already a source of inspiration. New York is already a brand in itself, and we feel like we're living in a billboard. Everything is subject to communication. In my opinion, it's on the streets that you can find the rawest essence. From the wild billboards of underground brands to the more established brands that will jostle a bit with graphic codes to differentiate themselves.
The latest advert to catch your eye?
It's a skateboard brand called Fucking Awesome. They made posters with the faces of skateboarders when they were kids. With very strong, colorful graphics. I found the image moving. There's no revolution of a gimmick, but the universal and emotional pop culture speaks to me. What interests me is the message behind the campaign.
What's your next professional project (no secret)?
I see a huge the place of women over 45 in society.. To be explored.
I also wonder a lot about street culture and what we can put into it today. Endless topics of conversation, yet they say a lot about the society we live in. Torn between the quest for absolute "youthism" and the search for expertise and cutting-edge experience, and between a society in the throes of identity mutation yet still so dangerously and profoundly conservative and archaic. a
A word for our readers?
Stay curious is the first expression that comes to mind. The weakness of laziness and sleepiness is a great temptation. We need creativity, daring and risk-taking. Failure too. We must not be afraid, and we must nourish this flame by supporting those who hold the torch and dare. In the most difficult moments of our society, energy comes from this quest and this awakening to the unknown. Many thanks Nadège!
Sonia, Milkshake Strategy Director