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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, Retail and entertainment sectors.

Aurelia_Ammour

About me

I'm a seasoned entrepreneur, management consultant, and former VC with extensive international experience in Fashion, Luxury, Beauty, and Retail. Originally from France, I now 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. As its CEO and CMO for 4 years, the brand was featured in top media outlets like BOF, Highsnobiety, Hypebeast, Vogue, Footwear News, Esquire and more, and endorsed by influential artists like Lil Nas X, Lizzo, Gigi Hadid, and Pussy Riot to name a few. With a modest $150K financing and a small team, 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%.

  • Management Consultant: I was behind the scenes of many major strategic 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.


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.

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

Market Research & trends analysis

Product development strategy

Go-To-Market & marketing strategies  

Culture & Innovation strategies (Web3, AI, Brandtech ...)

Transformation & Organization

Skill development

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

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

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

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