It doesn’t take long to realize that Noemie truly is the living ambassador for her brand—over the phone, she was calm, collected, and confident. We talked about that one time she cast her grandparents (who are each more than a hundred years old) to model in her look books, the difficulties of starting a label in Paris, and how social media has impacted the fashion world.
VICE: Starting a new brand must be hard in a city like Paris! How do you keep up?
Noemie Aiko Sebayashi: It’s especially tough here because I feel like Paris is behind when it comes to the street-wear industry. Every time something new and different comes on the market, it takes more time for the French to catch on. Thank God the Internet exists. It’s an open door that exposes brands like mine to an international level. Social media is a crucial part of my work.