Creative Professionals’ Guide to Self-identification & Creating Brand Identity

13 mins read

How To Build A Brand From Scratch & How Self-Identification Affect The Career Path With Rémy Perrier


Rémy Perrier was born in 1996 and grew up on the outskirts of Lyon in France.

He began his fashion studies in the north of Isère, then continued his creative course in Lyon. From the start, he knew he wanted to move to Paris, the fashion capital, so he followed this path to start a new journey.

After a few years of experience for brands such as Léa Peckre, Wanda Nylon and in a fashion magazine, he launched the Nycto project.

To emancipate himself from Paris, he decided to return to his hometown to design his brand and develop the DNA of the project in a familiar setting and work on the authenticity of the Nycto story.


Nycto was created in 2021, it is a menswear brand based in Lyon, France. The name Nycto was chosen in reference to the word “nyctophilia” which evokes the night, the pleasure linked to the night.

It echoes a personal experience linked to the artistic director’s childhood, that of staying locked in his room, at night, with the shutters closed.

This need to remain disconnected from the outside world allowed the designer to discover his identity, his comfort and his sexuality.

The designer wanted to get closer to this feeling of experimentation and to share his discovery through clothing.

First and first, I want to express my sincere gratitude to my dear friend Jean-Loup, who connected Rémy and me so that we could have this wonderful conversation.

Jean-Loup is the Founder & CEO of Faxion PR, he is now representing Rémy’s brand Nycto. 

Re: Rémy, how did you know Jean-Loup?

Rémy: I met Jean-Loup thanks to a mutual friend, after having spoken with him through social media, we decided to meet over a coffee.

Re: Is there the “Hell Yeah” moment that made you decide to work with him?

Rémy: I remember precisely that moment. We discussed our past lives and our professional paths, and then we discovered that we shared a lot in common. Our vision of "Fashion" and our desire to create a changing way in joy and fun made me want to trust Jean-Loup.

Re: I can feel that you are an observant and sensitive person. I want to know what kind of traits and qualities of people will catch your heart and attention to make you feel like working with them?

Rémy: It is, above all, a question of authenticity. I need to receive mutual trust. Obviously, as a fashion designer, I have a vision, my own vision, and I need, for the people around me, to share this sense of authenticity, of fun because, after all, my job is simply to make clothes and share a vision. To sum up, I would say that the primary qualities are: authenticity, trust and fun.

Re: You started studying fashion at the age of 15. It has been a decade since you first entered the fashion world. You created your own brand Nycto in 2021. Can we regard it as a brand new start? Or do you prefer to call it a summary of the past experience?

Rémy: OMG! I just realized that I had been experimenting with my profession as a fashion designer for a decade. Nycto is, for me, the culmination of 10 years of fashion, to finally have had the courage to get started. I think it's a bit of both when you launch your project to answer the question. It's a new beginning because you have to acquire new skills. Still, it is also the final evaluation, the evaluation of who will give you access to your own dream if you get a good grade.

Re: Are there any experiences that should have frustrated or even hurt you but ultimately contributed to who you are now?

Rémy: Clearly yes. When you start your way in the fashion industry, you quickly learn that it will be hard to find your place and have to be enduring and firm. I think we have to end the idea of "the myth of the chosen one" and that there is always a way to achieve what we want to have. My previous crappy experience was in a fashion magazine, which defended magnificent values: inclusion, against all forms of discrimination, representation of minorities ... Internally, it was quite the opposite. All this made me want to create my own label and no longer tolerate what I don't want to accept. I still thank this experience because I believe that creating your own business is creating your own world, the one where you feel good, the one where you share values that are specific to you.

Re: What past experiences contribute the most to your current achievements?

Rémy: Obviously, having experience working with designers like Johanna Senyk or Léa Peckre. I was able to learn a lot about the designer/entrepreneur circuit. However, I also had the chance to work with the seamstresses of Hermès subsidiaries, who taught me to never give up, always flirt with excellence. Above all, the importance of know-how, of the team and respect for all jobs, boss or textile worker.

Re: On your way to building your career, is there a period in which you feel stuck? How did you manage to get out of that period?

Rémy: I think the biggest challenge for young designers is to make themselves known. I built my project in the middle of Covid, and I believe it was beneficial. By being locked up at home, I could focus on my desires. I had the impression that time was stopping outside, but it was accelerating for me.

Re: I can see a lot of beautiful traits in you: brave, strong, innovative, creative, etc… Is there also an Aha moment that makes you see through yourself? Or are you taking time to dig out your deep true identity little by little?

Rémy: You talk about identity, and I think that's one of my favourite subjects. Identity can be multiple, and it's important for me to always think about that in my work. You shouldn't get stuck in one.

Re: How can you tell the difference between “Who I want to be” & “Who I am expected to be”?

Rémy: I don't think you should make a difference. I think we can be both at the same time. For example, what I would like to be is a fashion designer who shares his work and what I should be is a fashion designer who shares his work. On a more personal level, I would like to be a person who transmits love all the time, and I hope this is reflected in my work. Passion always speaks.

Re: Before you mentioned your intention of creating Nycto is a bit like a “joke”: the boy who stole his knowledge in Paris, and then comes back to “his land” to show that it is possible to create a modern brand any where in the world.

Re: Did you see yourself coming back to Lyon when you had left there for Paris?

Rémy: Absolutely not. I was thinking of making my life in Paris, hoping to find a stylist in a fashion house. It was a bit like a classic journey. It was unthinkable and almost mortal for me to create a fashion brand. Then finally, I realized that I could do it and didn't want to in Paris. I was constantly drowning in a feeling of standardization of ideas, tastes. Coming back to "my land" was a chance for me to let go, without anyone's advice, without anyone's tastes. And I think it's very important to design your creative DNA alone and, after, confront it with the world.

Re: Tell us one “To be or not to be” moment in your career.

Rémy: This is a difficult question. I think there are plenty of them, especially when we come from a small town to go to Paris like me. Is being a fashion designer more important than my relationship? Is leaving your family more important for my career? Is enjoying your passion more important than your mental health? I am sure that it is possible to have everything, which must be said. Yes, it is possible, but it will take time, desire and hope.

Re: A report says 80% of people feel stuck in where they are, but they don’t really plan to make a move. However, in your career, you made several big moves. What are the key elements that encourage or push you to make those significant changes in your career?

Rémy: Honestly, it's an easy answer but support from loved ones. It is a condition that allowed me to realize myself as a fashion designer. Without the support of those close to me, I don't think I would have been able to take any risks. The support can be emotional, material but also professional.

Re: What will be your next move?

Rémy: Good question. I don't know. I no longer have fun drawing tarot cards or looking at my astral chart. So I let my future choices, which I don't know, decide for me. Anyway, today, I manage to feel at home everywhere.

Re: Where do you see yourself and your brand after the pandemic & what pandemic brings you?

Rémy: For 10 years now, I have dreamed of participating in the Hyères Festival. I would like to get my clothing label noticed to participate in this competition. In another theme, I would like to be able to live completely from my designs to develop Nycto and push.

Featured Image Credit

Direction créative: @reirrepymer

Coordinatrice créative: @lisa.pauget

Photographe: @judithsevy_

Make-up artist: @kid.leto

Modèle: @vongemsjaeger

Fashion Stylist & Editor

Born and raised in Shanghai, living and working in Paris.
Academic background: English Literature, History of Western Art
Professional background: Art Curation, Fashion Design, Styling