IMAGE DIRECTOR

I met Inès Tazi in November 2023, at a pivotal moment in her career. She had just appeared on a French reality tv show, followed by a spot on Perfect Match a Netflix show in the U.S. that has now amassed over 138 million views worldwide. With this surge in visibility and more than 500,000 new followers across her social platforms, Inès was ready to take a new direction: stepping away from a “reality TV” persona to build a presence in the world of luxury but more important to make her true capabilities known to her audience.

An « internet personality, influencer, reality tv star, and content creator » all words I have heard to describe Ines but not the ones that encompass who she is to the truest extent. Ines is an entrepreneur, a strong female lead with a masters degree in geopolitics, and at 21 founded SKULT, where she designed exfoliating brushes for the skin.

What she needed from me was guidance on how to shape and communicate her own narrative to the world. Having studied at IFM, my background in fashion and the cultural, artistic, and visual references I had accumulated over time were not only beneficial, but crucial in helping Inès articulate an image that felt both true to herself and aligned with the codes of the luxury industry.

When Ines and I met, I was working at the Celine studio as a menswear designer alongside Hedi Slimane. Driven by the desire to develop my own personal project, I saw in this collaboration the opportunity to craft a strong, coherent image for an emerging talent. Together, we built a dedicated team around Inès, composed of five key players: the talent herself, an agent, myself as image director, a consulting agency specialized in luxury (EMC), and an assistant/editor.

In this context, I approach each brand brief with close attention to its DNA, positioning, and strategic intent. My role is to translate these elements into strong creative concepts visually compelling and fully aligned with Inès’s identity. It’s a multi-layered process: understanding the brand, defining a mood, crafting a visual narrative, and ultimately producing content that reflects both the brand’s ambition and Inès’s universe. This ability to respond to a brief while maintaining a distinct creative vision is what allows us to build an image that is clear, resonant, and desirable both to the public and to the industry.

Our mission from the start has been clear:

Structure her public image by working in depth on her fashion positioning, styling, and the quality of her social media content.

Develop a strategic approach to collaborations, carefully selecting brands and projects that aligned with our goal of establishing her in a premium universe, while declining those that could blur her image.

Build strong relationships within the luxury industry through collaboration with press offices, participation in international events, and a meticulous attention to each of her public appearances.

My role is to oversee her image, to maintain her authenticity, ensure consistency across her public presence, and gradually integrate the codes of luxury and contemporary fashion. The objective is to build credibility with major fashion houses and key players in the industry. In just six months, thanks to this foundational work, Inès grew from 500,000 to 800,000 followers. Today, we’re continuing to pursue our vision, establishing her legitimacy in the luxury and fashion space while evolving her image with intention and precision.