My Bag

A Conversation With… Aurelia Vigouroux

After starting her career in the marketing departments for luxury brands such as Guerlain and Chanel, fashion strategist Aurelia Vigouroux decided to make the entrepreneurial leap and founded her own communications agency, AmuseD, where she worked with clients such as Marie Claire and L’Oréal on their digital strategies. In 2016 she joined the fashion foundation ‘Maison Mode Méditerrannée’ which supports young designers in France and the Mediterranean, heading up communications. We chatted to Aurelia to learn more about her career, and discover which young French designers she tips as ones to watch.

© Virgil Guinard

Q: Hi Aurelia, can you introduce yourself to our readers?

A: Aurelia Vigouroux, lover of forward-thinking fashion.

Q: Where do you live?

A: Most of the time in Marseille, otherwise in Paris.

Q: How is life in Paris vs. life in Marseille?

A: In Marseille we are more connected to nature and the simple pleasures of life, like having a drink on the rocks by the sea. When I am in Paris I like to discover all the new places and the new concepts it has to offer; the city always throws up something surprising. Dividing my life between Marseille and Paris gives me the perfect balance.

Q: How did you start working in fashion? What do you love about it?

A: I started in the perfume industry which has close ties to the fashion world, so I gradually became more involved in fashion and started working at Elle France. After that I began consulting for fashion brands, and now I work for the fashion foundation ‘Maison Mode Méditerrannée’ which is based in Marseille. What I love about the fashion world is that it is full of possibilities, every day I feel like I want to try something new.

Q: Have you had mentors in your career?

A: Yes! I have met incredible mentors who still follow each step of my career. The two most important are Joelle Perrier at Chanel, an amazing woman, someone I am so grateful to have met, and my mother who has always pushed me to be the best I can be.

Q: Can you please tell us a bit more about the initiative that you run at MMM, ‘Open My Med’?

A: ‘Open My Med’ is an annual competition that offers an exhibition and runway show to emerging fashion design talent. Established designers such as Yacine Aouadi and Simon Porte Jacquemus are former graduates, and this year we will have our first woman: Christelle Kocher of Koché. ‘Open My Med’ is also an incubator program dedicated to supporting new designers from the Mediterranean with business and storytelling mentoring.

Q: What are some of your favourite brand discoveries?

A: This year for the contest I have scouted more than 200 brands. My favourites are TRES TLV from Israel, Nïuku from France, Anissa Aida from Tunisia, and so many more!

Q: What makes a brand unique in your opinion?

A: The design and the fabrics: the essential combination.

Q: The concept of ‘French chic’ is world-renowned, but what is it exactly? How would you define French style?

A: For me it is an effortless style: not too much but not too little. It is about finding a natural balance and avoiding a total ‘look’.

Q: Do French women work out? How do they stay healthy?

A: Yes, they do. All my friends practice some form of sport: yoga, jogging, boxing, cycling. They usually mix slow-burn and cardio activities, and follow a ‘detox and retox’ diet: healthy food with a glass of wine!

Q: Can you please give us some tips for where to go and what to do in Marseilles?

A: Marseille has tons of great shops and restaurants, and there’s always something new opening. For shopping: Jogging, By Marie, and Pom have a great selection of designers. For the home, Maison Empereur- you will want to buy everything! For eating out, Epicerie L'Ideal is an great restaurant and épicerie, Chez Étienne and La Bonne Mèrefor pizza, and Le Café des Épices. Finally, the swimming club Le Cercle des Naguers, for chilling out by the sea.

You can read more about the ‘Maison Mode Méditerrannée’ here:

DISCLAIMER: We endeavour to always credit the correct original source of every image we use. If you think a credit may be incorrect, please contact us at