Paris-based Floriane De Saint Pierre needs no introduction as today she considered as one of the ten most powerful women in fashion and beauty. She set up Floriane de Saint Pierre & Associés back in 1990. Twenty three years later she is the person all important fashion houses turn to in search for help to find an executive or designer. The list of successful matches consists of putting Christopher Bailey at Burberry, finding Alber Elbaz’s first creative director position, among so many others.

This year, she serves as jury member for the 28th edition of the Hyeres Festival, and answers the questions of the Hyères blogs.

Floriane de Saint Pierre, portrait by Ben Baker.

MalibongweTyilo: Having been responsible for hiring some of the biggest names, what would you say is the most common quality amongst designers who are able to head these successful mega brands?
Each of the designers has a crystal clear vision of their personal aesthetics. The most important factor for them has been their ability to look ahead of their time and translate their vision into something that you identify with.

FilepMotwary: How relevant is creativity to the way the fashion industry functions today?
We can draw a parallel between the street photography of fifty years ago and what we see in fashion and design bloggers today- there has always been creativity, but what we are seeing is a huge shift in its expression. The expression of creativity is effortless today. However, creative design has never been more relevant and necessary than it is today. From fashion brands to Apple and Evian, etc. global brands absolutely recognize the importance of design as a factor in strong-value creation.

AntoineAsseraf: Does your work end once a designer has been selected and hired
– or do you stay involved somehow ?
We always stay in touch.

BrunoCapasso: Today the world imposes a new way of thinking, a reinvention in fashion, what new thing do you search in the new designers? How far does the media influence and disrupt your choices?
Designers must possess a personal aesthetic that resonates not only in fashion, but functions as a global creative proposition. Everyone today associates themself with a creative tribe and they are very demanding with the integrity- design, quality, services, and reputation- of a brand. Media is great for this- it is what gives design talent the chance to become visible and if there is genuine talent there, the media will be very supportive and loyal.

SeanSantiago: The disconnect between Hedi Slimane’s last collection for Saint Laurent Paris and the work of his predecessors couldn’t be more striking or controversial. When judging these young designers based on their creativity and ingenuity, do you find yourself reconsidering the standards to which you hold a commercial designer like Slimane?
A product today makes sense only if it captures and reflects or even anticipates the profound sociological evolutions of its time. Hedi Slimane is a designer who thinks globally and very much ahead of his time. He knows what Saint Laurent means today.

VogueGermany: Is there any candidate you’re already keeping an eye on ?
Yes, of course!

28th International
Fashion & Photography Festival
Hyères 2013
April 26>29