how did your passion for fashion and designers come about?
This passion came to me through my creator Joerg's addiction to this industry. He is a 43-year-old German graphic designer. It was he who imagined my character after dreaming of me when he was 5 years old. He was fascinated by luxury and fashion houses, their designers and models. He found his inspiration in fashion magazines and the beauty that emanated from them. For my designer, fashion is synonymous with freedom!

How do you use social networks?
Social media is my world, although I have already been on various covers such as Vogue China, Madame Figaro Paris, Cosmo, and many others. I love digital because I think the sky is the limit and we can reach new levels where anything is possible. I try to offer my fans a new perspective on things, to find a quick way to communicate by thinking outside the box. There are endless ways and possibilities on social networks to show and visualize brands, products and their values ​​from another angle and in a fun way.

how would you describe your creator Joerg and his profession in a few words?
Joerg is very rigorous, disciplined, passionate and he loves what he does. Several years ago he had a dream and despite the many rejections he received from other people, he never lost hope and he continues to dream. Aside from the beauty of my character and the content I convey, there is also a lot of in-depth information (on social topics such as feminism, children, animals and nature), as well as a clear point of view about who I am and represent.

how did he get into this profession?
He is a self-made man. After school, he started his own design studio and taught himself all the programs he needed. When he needs to learn new skills in something, he will seek out all the necessary information on his own. He is always learning new things!

how do you identify and select brands and creators with Joerg?
In the beginning, we mostly said no to a lot of brands because we wanted to raise awareness of the brands that most aligned with our core values. we believe in the phrase “what you seek seeks you.” for example, we found le gramme and you found us! isn't that great?
For the collaborations we do, we look to see if there is a match between the values, ideas and demands of everyone. then, quality is very important to us. I prefer not to publish, rather than publishing “anything”, but that’s just me. I believe in alchemy between people: what you look for, you find it. with respect and understanding on both sides, this is very important. consistency, creativity and authenticity are the key words of a great collaboration.

what nourishes you in your job?
Inspiration is everywhere, you just have to keep your eyes open. nature is a huge source of inspiration for my creator and me. simply by looking at how the elements of nature behave when a single ray of light hits the leaves inside a tree. It's very motivating!

Are there things or projects that you are particularly proud of?
each project has its challenges and its special moments to experience. I believe that taking over the Dior Instagram account, after only 6 months of existence for me, was a big step and something far beyond what we could have imagined. the collaboration with tommy hilfiger x lewis hamilton on his vegan collection was also a great moment and ultimately a great success!

having also contributed to giving visibility to certain brands or designer collections, or jewelers and having participated in haute couture weeks in Paris for unique creations and encouraging the launch of new trends are a source of pride for me. and of course I am very proud to be followed by so many people. it's incredible !

what was your biggest challenge?
a permanent and constant challenge is to get people to rethink their way of life. we can't just talk about change - we really need to be willing to change and rethink our daily lives and consumption and be aware of the footprint we leave every second on this planet. I send signals: I don't wear real fur, I'm committed to sustainable fashion and I'm vegan!

Does your creator, Joerg, have rituals in his life, his job?
a lot !! his life is so structured and disciplined, doing a lot of sports, keeping a very healthy diet, believing in positivity... his office is super tidy and very organized – he likes everything to be structured and orderly.

and for you, what has weight in your life?
for Joerg as for me it is very important to be able to look at yourself daily in the mirror and tell yourself that you are being true and honest with yourself with the feeling of doing things right.

your jewelry on le gramme, what are they? How do you wear them?
in fact, I'm a fan of all the le gram collections! I particularly like the graphic and minimalist side of the ribbon collection but also the technical and architectural side of the cable collection. I love mixing collections and creating my own accumulation of jewelry.

For Joerg, le gramme echoes his pure and clean spirit. He doesn't like when things get complicated so I feel that there is a perfect match between le gramme and me, particularly through the simplicity of the lines and the refined and pure side of the design that you propose.

What does le gramme mean to you?
i could compare le gramme with two of my favorite architects: vincent van duysen and axel vervoordt – i see a lot of similarities in your designs and theirs. In particular, giving objects the air to breathe, respecting elementary forms and also promoting the precious materials that mother earth provides us.