Nermine Eido is a former brand marketing specialist & stylist to several brands in Dubai,London and Beirut. She settled her base in Beirut where she works from. In pre-Covid-19 times, she was often found in Paris where she leads her production agency.
Eido works solely because she found a gap to fill: working with brands on ‘personalization: “ We tailor our services to each brand we work with, from branding, image development, email marketing, social media marketing, content creation & influencer marketing.”
NE: Shooting in Paris has been a great exposure & offered good visibility to brands as well as being time efficient. With most brands showcasing their collection in Paris, it made sense to leverage a brand by shooting their lookbooks & editorials in Paris to ease communication.
Working in the French capital with international talents also offers a lot of creativity with many culture meeting at once to realize one project.
NE: Everything we do is in-house. For Fashion Production, I have built a great network of talents since I have been in Fashion Production since my early days in Fashion. I was 22 when I did my first professional shoot in London. It was for Alexandre Vauthier then I did another one for Sandra Mansour. My previous work experiences have also allowed me to shoot a lot in Copenhagen , New York & Paris.
I rely on decentralized marketing, I assign talents for projects, i.e the best match to the right project. If both DNAs fit then it’s a match just like Tinder expect it’s for fashion.
We work on a 360-degree brand development, whereby we develop branding guidelines as the core of any business followed by a visual marketing strategy throughout social media channels & content marketing.
You can tell a lot through a visual & that’s what fashion is all about. We build narratives through visuals. We want to stay true to our brand values and commitment in ‘story telling’.
Things need to make sense & have a soul. Even when working with influencers, we do not rely on implicit endorsement, we try to give the influencer a concept before shooting the product. We communicate the brand DNA to them and we art direct them on realizing the final image.
NE: I think COVID19 has brought the Fashion industry a breather; the earth needed to breath. All industries needed to stop and re-evaluate their work and commitment towards climate change & re-assess the consumer behavior especially in the Fashion Industry.
Just like any pandemic or crisis , we need to adapt & shift our ways of thinking by being innovative. “It was time to fully go digital & “digitised.” While small agencies and talents have been really affected by COVID19, we are slowly finding alternatives & ways of being innovative in brand development. Shoots can still happen virtually, creativity doesn’t stop. When it comes to photoshoots, you need a set, a model, a photographer, a stylist, hair, make up, a set designer , a photographer assistant, a stylist assistant… but why not make use of the digital tools we have to create an image or a campaign through animations, collages, or shooting virtually…?
I think even post COVID-19, our habits and ways of working will have to change. If we are usually 15 people on set, this number would now be reduced and talents could maybe now be more polyvalent. COVID19 has brought people together, showing us how to always be kind to one another and to help whenever possible.