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by Maëlle Viaouët
February 24, 2019

Interview of Noa.S aka @blabbermooth, fashion blogger

Noa talks, talks, talks. Some might say she’s a blabbermouth. She talks to share her life, what’s on her mind, what are her dreams: fashion, fashion, fashion. Noa enjoys belonging to a community –her own community –, creating and building it.

Every day, her thousands of followers notice the details of the outfit she wears. She’s now a fashion content producer, a bit of an influencer, clearly a fashion blogger.

Her work is evolving. Her role, too. Where will she be tomorrow? The blabbermouth has something in the works. She will end up unveiling it to you.

“Look, Read AND don’t Forget to Watch Noa’s Selection in our STYLE REPORT…”

Noa is wearing our Showtime skirt from For Love & Lemons
Noa is wearing our Girl T-shirt from Re/Done & our High Waisted Jean from Re/Done
Noa is wearing our Marissa dress from LoveShackFancy

the interview

TOWNHOUSE (LÉA)

When was your first encounter with fashion?

NOA

Everything began when I was a little girl. As a child, I started modeling for brands. So I’ve always been in this world. And then, one day, after I fell upon a picture of me in Vogue, I launched my Instagram account: @blabbermooth, which means « blabbermouth » (laughs).

I picked this username because I wanted to play around a double identity: I’m both crazy about fashion, and a programming engineer, two worlds that have nothing in common. And I’ve always been called « such a blabbermouth! ». I love speaking, giving advice, feeding my Instagram account with 24/7 content, so this nickname is made for me!

TOWNHOUSE (LÉA)

How does one become who you are, and where are you headed to? How does one manage this dual life between informatics and fashion?

NOA

When I was six years old, I was spotted by a modeling agency. My parents hadn’t planned a career in fashion for me, at such an early age and since it’s such a peculiar industry. They let me model, though. I was more of an introvert, a bit shy, and they figured that this could help me open up and feel better in my own skin. I started, then, and I didn’t drop it, it lasted for about 4 or 5 years! In a way, being the face of Baby Dior or Lili Gaufrette, I was a little star. I sometimes missed school for a photoshoot. I modeled constantly.

Then, I grew up. I passed my baccalaureate in economics, because my parents felt this diploma was necessary. I stopped modeling but I didn’t forget fashion. Its passion remained inside me.

I didn’t really want to belong to modeling my whole life, because rules manage your whole life. The girls in fashion shows are very thin, they can’t eat what they want, they live under duress. I wanted to be part of fashion but out of modeling. And with Instagram, I found how to act like a model without actually being one: I show my looks, I pose, and I don’t need anyone to order me to weight a specific amount of kilos or to wear this or that item. I love freedom, freedom of expression, freedom of creating looks.

TOWNHOUSE (LÉA)

How can one become an « influencer » on Instagram during their studies?

NOA

Before I created my pro account @blabbermooth, I was already quite active on Instagram, I had a private account on which I would post looks. Thanks to this profile, I had been spotted during the Fashion Week and some of my looks had been displayed in magazines. That’s why one day, I decided to create a « fashion-only account ». And very quickly, I gained followers.

In the meantime, I passed my baccalaureate and took competitive examinations to enter an informatics school. I was lucky to be able to do both, to feed and develop my account, and to follow my studies.

It’s been three years already that, during the Fashion Week, I’ve been invited to the shows by some brands. Others also offer to dress me for the events.

TOWNHOUSE (LÉA)

How would you define yourself?

NOA

I dislike the word « influencer ». I would rather say that I’m a fashion content producer. When it comes to beauty, I enjoy giving advice, but fashion has my preference for speaking. On the long term, I’d like to devote my whole time to this. This activity already keeps me busy for 90% of my time!

On the other hand, some call me an influencer, they say that when I accept to promote a brand, I act as an influencer. Because I influence a community. Also, I love creating content. So, in a nutshell, I would choose the « fashion blogger » expression. It’s a compromise.

TOWNHOUSE (LÉA)

How to start as a fashion influencer?

NOA

I think this is a job that you only get out of the blue. You don’t really make the conscious decision to become a fashion influencer. What happens most of the time is that you shape a world, which requires lots of time. You build a persona that enables all your followers to dream. On my account, I show the beautiful side of my life, its high points, such as the signing of my first deal with an influencer agency. I believe that when you follow someone on Instagram, you have only one wish: to enter their world. When it comes to me, I want to get away, to travel.

The difference I make is in my smile. It’s my trademark. No matter the break or the time, I smile, I’m giggling. I have an innate joie de vivre. Let me share a story: early on, I wasn’t a smiling person. And then someone told me: « Why don’t you smile? We can’t recognize you. » So ever since then, I don’t pout, I stay who I am.

I’m a rather natural person. Even taking a picture is an improvisation. What happens most of the time is that I wander in a street of Paris on a Sunday afternoon, and my boyfriend, who is a good photographer, will capture the moment. It doesn’t last more than 20 minutes. However, when a brand calls me to promote a product, the shooting is an organized process and leaves nothing to chance. There’s even a professional photographer.

I also observe that people ask me a lot about my hair and my « capillary routine ». I get noticed thanks to my smile and my hair!

TOWNHOUSE (LÉA)

Your alarm clock rings. What's your morning routine?

NOA

On the morning, I wake up very soon: around 6am. As soon as I open my eyes, I grasp my phone and I check all my social media (for about 15-20 mins) : I keep up to date. After my morning toilette, I go to class. For class, I’m always dressed carefully, appropriately for the situation. I may wear high-cut jeans, a shirt and shoes that can draw attention. Still natural, but I keep an eye out for the details.

Then, starting at 1pm, my workday begins: I attend professional appointments, events, and presentations. Around 6.30pm, I produce content: I post either a picture or a video. I’ve had a YouTube course to learn how to manage everything by myself, to be self-reliant. I don’t have time to spare for myself.

TOWNHOUSE (LÉA)

What is your outlook on fashion, on the industry? What trends do you notice?

NOA

With Instagram, my purchasing behavior has changed. I’m not going to want the item that everyone wears or wants. Actually, I will rather look for the item everyone will wear in a few months. I often hunt for clothes in my parents’ wardrobes. I very much like vintage clothes. I unconsciously rely on timeless items. High-cut jeans, plaided jackets, Fila sweater: it all comes back ceaselessly.

TOWNHOUSE (LÉA)

As an Instagram native, what are the unmissable accounts?

NOA

Lots of accounts could claim this title! If there was only one, I’d say @carodaur, because she has a pinch of madness, she talks about everything that happens in her life, she’s genuine, unlike other fashion bloggers. And @emilisildlev, who has a colorful, spicy character. These two people inspire me a lot. I sometimes adapt their looks with brands that are more affordable, mixed with bigger items.

Even during the Fashion Week, I like to take these designs with me.
Alternatively, I spend a lot of time on Instagram, Pinterest, Vogue, and I often search on the internet « street style Fashion Week ». Those are my instictive go-tos for invention.

TOWNHOUSE (LÉA)

You’re crazy about fashion (in a good way). What brand or creator do you tend to praise and recommend?

NOA

There is a brand I like very much, especially now: Ganni. I discovered it on Instagram, thanks to other influencers. Their cuts are exceptional: they can master loose cuts, slim cuts, glitter... They play a lot on details, and, take my word for it, I’m obsessed by details!

I never fail to change my shirt’s buttons, for instance; I always replace the original buttons with vintage ones. Also, I never go out without wearing five necklaces: that’s the way I am!

TOWNHOUSE (LÉA)

Is there a quotation or a motto you share all around you?

NOA

« Ask a lot from yourself and expect little from others » : that’s my mantra. I rely a lot on my actions and on my work to change things. And that’s what actually gets it through. Or « work always pays off ». When there’s work behind, people can feel it, the followers can see it!

During Fashion Week, I don’t sleep: I work. I spend my nights planning my appointments, my outfits, or editing videos.

TOWNHOUSE (LÉA)

Where do you go out in Paris?

NOA

I love Saint-Germain-des-Prés. I love that quarter. I often go to the Café de Flore, and it’s also quite an instagrammable place. As a rule of thumb, I have a hot chocolate, because coffee really isn’t made for me, I don’t like that! (laughs)

TOWNHOUSE (LÉA)

If you were to pick one fashion item to bring on an island?

NOA

That’s crazy: my bag! It’s a Chloé, launched as a limited edition for Christmas. It’s made of black velvet, with stars, and it’s a backpack. I can’t take it off!

TOWNHOUSE (LÉA)

What does the future look like for you?

NOA

For the last few weeks, I’ve been part of the Ad Crew agency, a Parisian agency which manages the reputation and the career of several influencers. The work I used to do by myself before can now be entrusted to a team. Everything becomes very professional. Every year, I wonder: where will I be next year? Today, I meet people I used to admire and that I still admire! Every day, I get to experience new things!

For the incoming year, I fixed for myself the objective of making quality, original, true to myself content. So far, my followers share my profile and agree with my content, so let’s hope it stays that way. And, thanks to my YouTube channel, I may reach a new community via video.

I also have something in the works. I can’t say much more, but I plan to start an entrepreneurial project, which matters a lot to me. It’s a mystery. That I will unveil.

TOWNHOUSE (LÉA)

Would you have some advice for your followers on social media?

NOA

I believe that there are principles to respect on social media: you need to stay true to yourself, be passionate, active (very active !). And above all, be genuine: it’s very uncommon nowadays. With Instagram, you need to be into sharing, into communicating with your followers, into being available. Business management comes later; it can be learned.