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Background
Inventive administrators and model strategists Juan Costa Paz and Nordine Benotmane, who based Paris-based artistic company Convoy in 2012, are paid to suppose outdoors the field for purchasers from Vogue to Louis Vuitton.
“We care about having conversations outdoors of the style echo chamber,” mentioned Costa Paz. “I wish to create pressure, even when folks don’t like issues, as a result of I do suppose that it’s good to attempt to create the dialog,” added Benotmane.
This week on The BoF Podcast, Juan Costa Paz and Nordine Benotmane be part of BoF founder and editor-in-chief Imran Amed to debate how they do it and their paths to vogue.
Key Insights
- Convoy’s Costa Paz and Benotmane got here to vogue from the worlds of music and cinema, respectively, and that’s factor. “The truth that each Nordine and I come from totally different areas, we don’t are likely to abide by the principles of what makes a vogue second,” mentioned Costa Paz. “We’re slightly bit kamikaze in the way in which that we attempt to not suppose because the model desires us to suppose,” added Benotmane.
- Convoy is one thing of a secret weapon behind Condé Nast’s Vogue World, which kicked off Paris Couture Week with a pre-Olympics sports-themed extravaganza. “This can be a new manner of seeing media,” mentioned Benotmane. On the similar time, he recognises there may be at all times nonetheless house to discover. “Possibly it is a new manner of doing the media, however we might have advised tales of the athletes, the way in which they put together for the competitors, their relationship to vogue, plenty of issues that we perhaps didn’t handle to do that time as a result of it’s nonetheless a brand new venture and it’s very formidable.”
- Through the years, Convoy has produced content material round vogue exhibits for manufacturers like Miu Miu, Louis Vuitton and Balmain. Describing these moments as, “like going to battle,” Costa Paz believes there is a component of each care and problem that’s required when realising formidable concepts with purchasers. “Typically you simply want to carry arms along with your purchasers and soar collectively into the void. I feel that we normally land very effectively when there may be communication and transparency.”
- Providing recommendation for up-and-coming creatives, Benotmane mentioned: “Don’t be scared, do it your personal manner.” Costa Paz added, “Being slightly bit punk additionally doesn’t harm.”
