Materials in the Service of GWP | AME

Materials in the Service of GWP

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The start of a new year is the perfect opportunity for AME to welcome Otalia Noel. From analysis of trends to moodboard and range creation, we talk with the woman now in charge of our style office about her unique journey and her love of beautiful materials, which allow AME to always be cutting edge.

What is your background?

Otalia: “After pursuing a fashion degree at Duperré school, I worked in textile design for luxury ready-to-wear (notably under the direction of Stella McCartney, M.Mugler…). For 15 years, luxury brands have sought my experience for my creative expertise. As Artistic Director, I assist brands of cosmetics and luxury perfumes in their inspirational projects of creation and design of accessories. Due to my specific approach related to ‘materials’, I also worked on the development of style notebooks at major trends firms.”


How did you meet AME?

Otalia: “I discovered AME at the Connections Fair organized by Le Book in Paris. It was love at first sight. The beauty of their collections of objects and business gifts, the choice and quality of materials, and what spoke to me particularly: the sense of detail with meticulous finishes.”


What’s different about AME Workshops and why did you collaborate together?

Otalia: “My passion for materials is what led me to collaborate with AME. I loved learning their history, discovering their potential, understanding their strengths, and taming the manufacturing and shaping techniques to design unique and tailor-made creations. AME and I have this in common: passion for crafts, materials, fabrics, craftsmanship and respect for ‘little hands,’ as they’re called in the fashion world.”


Why do you think corporate gifts and Gift With Purchase (GWP) are an essential marketing tool for communicating cosmetic brands? 

Otalia: “The GWP is a tool that highlights the values ​​of the brand. For a cosmetics brand, this is an effective way to express its brand DNA and promote customer loyalty to build its community and a heritage that is consistent and long-lasting.”


What do you want to bring to AME?

Otalia: “Working with AME will be an opportunity to show off all my creativity! This will manifest via upstream reflection on concepts, the design of moodboards, synthesizing trends so as to assess the designs and be proactive for brands.”


How would you describe AME in three words?