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I help create and develop visionary & iconic brands, products and experiences that connect with Gen Z, are relevant in today's culture, and champion sustainability across the Fashion, Luxury, 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, CPG, and Retail. Originally from France, I reside in Los Angeles, California, where I have been living for the past 15 years.

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  • 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. .

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  • 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.

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  • 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.


My superpowers include a deep understanding of GenZ, Culture & Subcultures and innovations (Web3, AI, Brandtech)  well before they hit the mainstream, a robust background in sustainability, creative thinking with a strong ability to model fast concepts and ideas, crafting and executing effective business and GTM strategies, and meticulous business planning & roadmap formulation. I'm highly structured, organized, and I loves challenges.

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

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.

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

Go-To-Market & next gen marketing strategies

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

LETTONNE

...

Beauty

 

LVMH PERFUMES & COSMETICS

PUIG

L'OREAL LUXE

L'OREAL PARIS

LANCÔME

CLARINS

RABANNE

YVES ROCHER

DIPTYQUE

RITUEL DE FILLE

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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

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Platforms & Tech

SAMSUNG

DMAT

FUTURES FACTORY

BITSKI

SPATIAL

IMVU

DECENTRALAND

READY PLAYER ME

VEGAN FASHION WEEK

ZEPETO

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