"Searching for difference has almost become a statutory", Juliette Angeletti - Phi 1.618.

In July 2019, Juliette Angeletti founded her luxury leather goods brand,Phi 1.618.Its concept based on the golden number earned it to be distributed internationally.The designer tells us the story and the DNA of her brand.

Luxury Journal: What is your story?

Juliette Angeletti: all my journey led to the creation ofPhi 1.618.After studying international law, I worked in the media, especially for the Prisma Media group.I was dealing with the press management, advertising or even the communication of brands.Subsequently, I was led to create a "Research and Development" unit whose objective was to analyze what was done internationally both on the side of editorial innovations and from marketing through technology.Our team gave off global world trends while reflecting on the possibility of materializing them in France.Thanks to this observation, I was able to create two digital media, Infonity and Polemik.

In parallel with all these years of intellectual creation, I have always preserved, in my personal life, a manual activity such as drawing, ink, Japanese embroidery and leather.Once my CAP leather goods and saddlery in my pocket, I started to create my first pieces, whose belt is tied in the image of the Greek Greek Phi letter.My brand name was all found.At first, I was tailoring and myself.This economic model was not viable and it seemed to me that making art craftsmen work was more virtuous.

Luxury Journal: Your concept is based on the Phi number: why this choice?How, concretely, do you respect the perfection of this figure in your creations?

Juliette Angeletti: more than 60.000 brands are deposited each year, succeeding in winning on the market is a difficult task.My past in marketing allowed me to do a lot of research and I know how important it is to have a strong and differentiating DNA.The golden number, which is noted by the Greek letter Phi (φ), speaks to me a lot because it is present on a large scale in nature, as in shells, plants and even DNA.This number is universal and has existed for millennia.Translating it in my creations gives them a universe in its own right and especially allows the brand not to register as a fashion phenomenon.

It is an almost infinite source of inspiration.For example, the Philae bag is inspired by the shape of the nautile, the shell of which wraps 1.618 times more on each turn.Of course, my work as a designer is also to make these proportions practical and functional, but it is certain that its aesthetics are talking because the human eye is used to seeing this type of form.

Luxury Journal: you register ecology as a strong part of your brand DNA.What are your commitments?

Juliette Angeletti: the environmental values ofPhi 1.618, dear to me, led me to reflect on the best way to produce luxury leather goods bags.Thus, I recover the surplus of stock of the largest French houses, whose name I cannot reveal.This circular saving scheme avoids overproduction of leather tanning and encourages the recovery of unused material.However, I cannot buy a hundred skins of the same color, sometimes I have only a few similar skins: I consider this as an advantage because I only create very limited series, giving my customers the assurance ofhave an almost unique room.

I am also very attached to French manufacturing.I do not want my products twice around the world before arriving in the hands of my clients.Everything is made in France, Paris and Touraine, and the leather I buy is also tanned in the country.The important thing for me is to perpetuate a unique and recognized know-how worldwide while paying attention to the planet.

Luxury Journal: which is the woman phi 1.618?

Juliette Angeletti: the woman phi 1.618 knows fashion and its codes while being able to get rid of it.She will have a burberry trench but will not put the belt that goes with it because she wishes to express her personality.I think looking for the difference has almost become a statutory.

I also address a rather cultivated woman.About 30 to 50% of my customers know the golden number, because they are sensitive to the domains where this figure is very present, such as architecture or art.A recurring example is Leonardo da Vinci's "Vitruvian man" and his perfect proportions.These women include the brand and its concept, beyond the product.Finally, I would say that the Phi woman is a traveler, open -minded and culture.She knows how to identify the know-how and the quality of my creations.

Journal du Luxe: You have had a site since the start of your brand, in July 2019.What about physical shops?

Juliette Angeletti: About once a month, I integrate concept stores or ephemeral shops in Paris.This allows me to meet my customers and meet their expectations and needs as much as possible.Phi 1.618 is also present in a few points of sale in France but also internationally.What is interesting is that each country has its consumption specificities.In Japan, customers understand my brand very well because its DNA is close to their culture, in particular compared to Feng Shui and refined designs.I am also located in China, Italy and the United States, where French Touch is very appreciated.

Luxury Journal: How do you envisage the future of the brand?

Juliette Angeletti: My brand is a year and a half, it is necessary that it acquires notoriety.Within three to five years, I want to prove that you can be an eco-responsible luxury leather goods.It is important for me to stay different in manufacturing and bring this strong environmental anchoring.One of my brand values is also consideration for humans.By going through communication tools, such as video, I would like to highlight the work of art craftsmen and show my customers all the love that is put in each creation.My site and my social networks will also have to evolve in order to digitally translate the messages that I can convey in physics when I meet my customers.

Visual credits: © Phi 1.618