This SneakHER Closet Is All About Simplicity
Branded.
CNK Closets heads to NYC to meet Joelle (aka @cartiess) and talk giving back, Tomboy Chic, and why she understands the power of a good sneaker.
“I typically style my sneakers by the color of hijab I plan to where that day," Joelle Cartier says while talking about the head covering that is as much apart of her bustling personality as the sneakers she slips on her feet. But for Joelle, this is nothing new. " I’ve always been the only Muslim girl in hijab at the companies I’ve worked for, rocking Jordan’s to work and actually being able to speak to sneaker culture overall."
As Director of Creative & Marketing Solutions at Viacom, Cartier (yes, like the jeweler) doesn’t just understand the importance of a powerful story, she knows that it's essential to speak to an entire culture, in creating narratives that elevate people of color, and in combating cultural appropriation.
Cartier is like a sneaker-clad social warrior, and she describes hero moments in a way most don't. When we asked her about the power of Sneaker Culture, she didn't hestitate to jump in, "Anytime I have the opportunity to work with fashion brands who are looking to amplify a shoe product launch, I always speak to what culture means overall and who have been the pioneers from jump." She doesn't talk about shoes, she truly tries to understand them. It's the stories they tell and the way they make us feel that intrigues her the most. It’s also the reason she actually keeps her NYC closet pretty simple.
Click through to read why she prefers Euro style, what her favorite Jordan is, and why she believes she was a rapper from the 80’s in her past life.
JOELLE, IN 140 CHARACTERS OR LESS
I’m a creative who’s passionate about breaking barriers in the advertising and streetstyle fashion industry for Muslim women and people of color.
GROWING UP OHIO = HYPEBEAST FRAMILY
To be honest, sneaker culture is just began to spark in Cincinnati, OH over the past few years. Because of this, since childhood, I drew inspiration from some of my favorite old school hip hop artists such as Run DMC or Kriss Kross , major athletes and/or family in NYC. While sneaker culture was absent, the handful of Hypebeasts in the city clung together and also drew inspiration and influence from one another.
SWEET SIMPLICITY
I’m a very simple kind of girl, so I stick to more black, gray, blue, white and red colorways. I’m not really into the new wave of neon and or pastel colorways. Totally not my steez! You’ll only time you’ll ever catch me in a pop of color is if I’m truly feeling funky that day, which is pretty rare. Simplicity is key to me!
I’ve always gravitated towards Nike and Adidas. Not only for their innovation and tie to re-launching retro sneaker releases, but more so because they do a wonderful job at providing variety. They’re the brands you rely on when you want to go from retro to modern day whenever you please. Also, they’re just the classic brands I fell in love with growing up, especially because I played soccer and basketball.
THE SECRET TO HER IDEAL SNEAKER CLOSET
Definitely comfort and versatility! While there are people who buy shoes to rock them once, I’m just not that girl. I put use out of my sneaker collection because I have the opportunity to comfortably wear them with multiple outfits and because I take amazing care of my sneakers, as if they’re my kids, you’d never know how long I had them for. Also, who spends a coin for it to go to waste? Not me!
TOMBOY CHIC 101
I’d describe my personal style as Tomboy Chic, which is a mixture of athleticism and feminine class. Like I’m able to wear a pair of Off-White Nike Blazers paired with an outfit from Kith, one day, and throw on a pair of heels the next. It’s never endless for me.
The true catch is staying true to my femininity. Because I have such Tomboy style and I wear hijab which requires me to cover modestly, I sometimes have to revisit my outfits so they don’t come off too masculine. That’s definitely NOT my wave, and I’m really a girly girl, believe it or not.
EURO STYLE, FTW
Style in Europe feels more elevated and premium in comparison to the US. No shade at all! I feel like in the States, we’re known for overexerting the brands we buy by showing off the brand names, where as in Europe, outside of handbags, you’d never know what designer they’re rocking at first glance. I respect that type of style.
THE GIFT THAT KEEPS ON GIVING
I’m most passionate about giving back. I’m a firm believer of taking care of your people, especially those who are less fortunate than you. It’s a life priority for me because there are far more blessings in giving than in being selfish. It’s From The Sole is an amazing initiative everyone should check out. The organization donates sneakers to the homeless community. I also find it important to open doors for other people of color in the advertising industry. Whether through networking or finding time to meet for coffee to discuss potential partnerships.
HCIC OF TELLING YOUR STORY
My current position as Director, Creative and Marketing Solutions at Viacom requires me to develop and execute branded content initiatives from fashion, sports, CPG clients, just to name a few. Overall my experience in the advertising industry has definitely allowed me to put forth my passion for sneaker culture. More specifically when producing content with influencers and fashion brands.
My experience in advertising, more so editorial and branded content has influenced the way I approach my clients when recommending specific influencers or creative treatments for campaigns. I truly like to hone in on what's happening in fashion and pop-culture, more specifically for those of color and utilize their imagery to help tell an authentic story. A few things that stand out to me about imagery are color texture and overall visual captivation. I need to look at images and understand exactly the type of story you as a client are trying to tell.
JOELLE’S CURRENT ROTATION IN 3..2..1…
You’ll see a range of Air Jordan Retros, Nike Blazers and Air Vomero 5’s. You can’t go wrong with that trio.
SHOP JOELLE’S ROTATION
SNEAKHER CULTURE = GO WITH THE GIRLS
SneakHER culture means feminine uniqueness through style. I think about all of the women in the world who are hesitant to consistently amplify their passion for sneakers due to the fact that it just feels male dominated. SneakHER culture gives all the young girls and women the platform and confidence to simply represent who they are. I mean, we really do run the world!
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