top of page

I help create and develop visionary & iconic brands, products and experiences that connect with the youth, are relevant in today's culture, and champion sustainability across the Fashion, Luxury, Lifestyle, Beauty, CPG and Retail sectors.

Aurelia_Ammour

About me

I'm a seasoned entrepreneur, strategy consultant, and former VC with extensive international experience in Fashion, Luxury, Lifestyle, Beauty, CPG, and Retail. Originally from France, I reside in Los Angeles, California, where I have been living for the past 15 years.

​

  • Fashion Entrepreneur: I built from scratch a next-gen multiverse sneaker brand, SHOES 53045. Fashion Entrepreneur: I built from scratch a next-gen sneaker brand, SHOES 53045. As its CEO, and CMO for 4 years and a modest $150K financing, I led the company to $1.2M in revenue and profitability in its first year, sustained it during Covid, and then achieved a growth of +30%. The brand established a customer base of 50% Gen Z, 50% millennials, 30% North America, 65% Asia, with a 50-50 split between DTC and Wholesale. .

​​

  • Strategy Consultant: I was behind the scenes of many major strategic transformation and growth projects for notable names like LVMH, Kering, PUIG, Celine, Loewe to name a few, collaborating closely with C-Suites.

​​

  • VC: My journey in Venture Capital started with Bernard Arnault’s first VC fund and continued with Michael Schulhof’s fund, the former CEO of Sony Media Entertainment. All the investments I was part of are still active, with some like Webhelp achieving valuations of $4.8 Bn.


I hold a Master in Entrepreneurship & Innovation from ESCP Business School in Paris (Major).

My superpowers

noun-youth-4099395_edited.png

Deep understanding of youth culture, subcultures and emerging innovations well before they hit the mainstream

noun-business-plan-7073590_edited.png

Crafting and executing innovative business and GTM strategies, driven by next-gen marketing practices

noun-international-4718209_edited.png

Extensive expertise in North American, European, and Asian markets in the fashion, luxury, lifestyle, beauty, CPG and retail spaces

noun-strategy-7236847_edited.png

Formulating meticulous business planning and roadmap, ensuring long-term success

noun-balancing-2888430_edited.png

Balancing Strategy vs. Operations (Product, Marketing, Distribution, E-Commerce, Innovation), ensuring visionary business planning and efficient execution

noun-network-7243042_edited.png

Network: highly connected to consumer tech, AI, blockchain and martech players (startups, investors, incubators/ accelerators etc.)

noun-creative-thinking-4570299_edited.png

Creative thinker with the ability to quickly model concepts and ideas

noun-structured-database-4348532_edited.png

Highly structured, organized and agile, thriving on challenges and complexity

IconX Labs services

IconX Labs is my advisory entity dedicated to creating and developing visionary and iconic brands, products and experiences.

I chose this name because 'Iconic' is not only one of the favorite words among Gen Z fashion fans but also represents the highest compliment and proof of love for a person or a brand. The 'X' means innovation, and 'Labs' emphasizes the notion of constant effort to create and improve products and experiences, and make the world better.

​

Fractional CEO/CMO/CSO 
Business strategy, planning & roadmap

Go-To-Market & next gen marketing strategies

DTC strategy & performances optimization

Culture & Innovation strategies 

Market Research & trends analysis

Clients &

Collaborations

Over the past 15 years I have collaborated with the following brands, retailers and platforms as a Strategy Consultant or as SHOES 53045's CEO/CMO

Fashion & Luxury

LVMH

KERING

MOET HENNESSY

CELINE

LOEWE

GIVENCHY

CAROLINA HERRERA

RABANNE

LACOSTE

BACCARAT

BOUCHERON

VILEBREQUIN

DUCATI

SHOES 53045

ESPRIT

IKKS

HAPPY SOCKS

XXXXTH

ICOSAE

LETTONNE

...

Beauty

 

LVMH PERFUMES & COSMETICS

PUIG

L'OREAL LUXE

L'OREAL PARIS

LANCÔME

CLARINS

RABANNE

YVES ROCHER

DIPTYQUE

RITUEL DE FILLE​

HUMANOID

Retail

 

BON MARCHE

SEPHORA

FEELUNIQUE

NET A PORTER

SKP

GALERIES LAFAYETTE

LUXEMPORIUM

CLUB 21

THE WEBSTER

OPENING CEREMONY

GR8

LHP

BOON THE SHOP

B.SPACE

JUST ONE EYE

MONOPRIX

MARIONAUD

NOCIBE

DARTY

FNAC

CARREFOUR

AUCHAN

PARIS AIRPORT

​

​

Platforms & Tech

SAMSUNG

DMAT

FUTURES FACTORY

BITSKI

SPATIAL

IMVU

DECENTRALAND

READY PLAYER ME

VEGAN FASHION WEEK

ZEPETO

​

bottom of page