The studio

Who is behind the studio?

Naïma

What is your background?

After studying visual communication in the 11th arrondissement of Paris, I worked in various companies of ready-to-wear where I practiced the profession of textile designer. I started my own business in 2018.

Describe your style.

I would say that my style is fresh and colorful, with naive touches, and always modern. My artistic paw is strong and easily recognizable. I like to draw patterns representing women in a more or less abstract way. I work around feminism and diversity. I am also inspired by animals, especially felines. I love to draw jungle atmospheres by revealing the traces of brushes and felts that I use for my preparatory drawings. I want to transport people into my creations, provoke emotion, entertain them or touch their sensibility.

What are your main inspirations / influences ?

I am inspired by the new trends of street art, by Matisse or even JC de Castelbajac. I am guided by the colors and the messages I want to express in my creations.

Which place inspires you the most?

I would say Berlin or London, I think of very raw and industrial atmospheres associated with very strong and very modern artistic currents

What sets off your passion for prints?

I’ve always been passionate about style and fashion.

Your first print memories.

My grandmother kept most of her wardrobe from the 60s and 70s, I remember incredible pieces with psychedelic prints and fascinating color combinations.

Describe your creation process.

I have very clear images, colors and ideas in my head. I have 1,000 ideas a day. I take my headphones, I put on a podcast or music, my felts, my painting, and let’s go. I have fun, I create happy, inclusive, colorful, amazing, poetic patterns. And of course, I never have time to draw everything I want :)

What is your favorite medium to work with and why?

I love the painting, the watercolor not diluted in particular, the line is vibrant and there are nice accidents. I like to see the trace of the hand on a pattern.

While working, what do you listen?

Many songs of the 70s, Don Blackman, Patrice Rushen, Stevie Wonder, and also more recent artists like Doja Cat or Anderson Paak.

What is your job's favorite part ?

The creation of course, but I also love the moment when I present the collection to customers, talk with them, have their feelings. And of course, when a design comes out on the market and the product is successful, it’s super rewarding, it’s always a great moment.

What type of product / sector do you mainly work for ?

My main market is textiles, but I also work for paper supports like gift paper, planners, printed packaging.

On which fairs do you exhibit?

Surtex NY, Premiere Vision Paris, Playtime and soon the Print days of La Trame!

Your best fairs memories.

I recently did an American virtual fair with ZOOM vision, the names of people were noted on their profile. Anyway, the appointment was great and we talked for a long time. It was only when I received a thank-you email after this meeting that I was kindly told that Henry was not the name of my interlocutor but the name of her son, since she used his zoom profile for the rendez-vous with the mistress! So I called a woman Henry for an hour and told myself it was probably a female American name. And of course nobody dared to say anything live during the call :D

What do you want to accomplish in the future?

I would like to diversify my activity and make wall projects, exhibitions. I would like to open up this somewhat confidential profession so that it can also enter a more public sphere.

The biggest challenge you had to handle as a designer?

I would say that running a company, renewing an entire collection twice a year, maintaining its communication and social networks, putting in place new sales strategies to deal with the transformation of our society is very challenging in itself.

What advice would you like to give to new designers who are just starting out?

I would recommend to them to be very productive, to find their artistic voice, to take care of their digital image. I would also tell them that everyone has talent and that what makes the game change is sales, customer contact and hard work.

I think there are enough different markets for everyone to find their place. The important thing is to find his market and his audience, and to rush into it. I would recommend that they speak with well-established studios, and join the Trame.

Have you seen the profession change?

I'm not in the game since a long time, I couldn't say. What I would say is that changes are good if we can change our mind and evolve with them.