L'INTERVIEW: NOEMIE HAVERHALS

Celebrating the announcement of their Berlin pop-up. Our first l’interview, in conversation with @noemieh, the mastermind behind the ever evolving @theroomantwerpdotcom . Noëmie talks with us about the future of e-commerce, customer connection and retail.

How did you get started in the Fashion Scene?

During an internship for Saks Fifth Avenue in Cologne, who was launching its outlet concept in Europe, I gained my first experience in the fashion industry.

What were the first days of starting The Room like?

Exciting, scary and a bit lonely sometimes. Having worked in multiple start-ups that didn’t make it through, I really had to overcome my fear to fail. Luckily, I could count on friends and family that believed so much in me and really pushed me over the line. At the same time I felt really excited to finally launch my own vision in the market and do things my own way. Today I have a team of 3 amazing girls with whom I work closely together. I’ve enjoyed every step of the journey but I have to admit that I’m happy to have more Roomies in the Room by now ;)

Instagram: @theroomantwerpdotcom

How would you describe “The Room’s” aesthetics and mission?

Our aim is to offer items with a twist that don’t cost an arm and a leg and can be part of your Room for a very long time. Most items are not too complicated but they all have a little twist that sets them apart. Since we don’t work with seasonal collections, most of our items are offered over different seasons and are never put into sale.

The Room is not only extremely popular but also super successful. Products are restocked and they sell out in minutes. Why do you feel people feel so connected with it?

I think a lot of fashion e-comm (especially in the luxury landscape) players put themselves above the customer whereas we love to be in a constant dialogue with the customer and to be more approachable. They get to decide on restocks or new drop launches but also in terms of content. Through shooting with an iphone on the street and not editing one single picture we create more proximity

What are your plans for The Room? What can you tell us about, say, the next drop?

So many plans, so little time! We are currently planning our 2nd pop-up outside Belgium. We had one in Amsterdam last September and are now planning a new one in another European city. So the focus is mainly international growth. I love Antwerp and think Belgium is a great country but my goal has always been to become an international brand.

Imagine gab press is a new costumer: what piece should we buy first?

I don’t want to brag but we are great with jeans haha. So I would say the Billie Jeans which is such a great item to wear all year round and maybe pair it with one of our open back styles!

Instagram: @theroomantwerpdotcom

Styling is key at The Room. How do you decide on your outfits: are they mood-oriented, piece focused, do they depend on colors?

Probably mostly mood-oriented. I would actually love to prepare my outfits for the week on a Sunday afternoon but then I always remember that I don’t know yet what I’m going to feel like. I love very different kinds of styles and I think that they can all work together as long as they are well executed. Last week I wore a short tight dress for a wedding in Puglia and the next morning I’m in bermuda shorts with sneakers and a hoodie. I love that kind of contrast.

It’s said that you have a keen eye for fashion. Were you always interested in style and clothes, did you always enjoy dressing up?

As far as I can remember, yes. My mom really enjoyed dressing me nicely when I was a kid. We had this ritual of going shopping together, then coming home and doing a whole fashion show in the living room for my dad. I’ve always been good at curating nice items in stores that weren’t necessarily so nice at first glance. When I styled them everyone would always be like ‘I can’t believe you got that from…’. Seeing potential in clothing beyond it being just on a hanger would become a major asset for developing The Room.

Do you have any fashion icons? Who, or what, inspires you?

I love the style of Hailey Bieber. It’s not too complicated, cool yet feminine. It’s no secret that she appears a lot on our moodboards. On a trip to Marrakesh with my friends we could all manifest ONE thing and I’m manifesting Hailey wearing a Room item - so let’s see ;)

How do you feel about the future of E-commerce & Retail? Are we expecting a physical store of The Room soon?

I think the future is online. That doesn’t mean physical presence can’t be relevant but it should bring added value. Our pop-ups aren’t just physical stores, they are experiences. Offering offline what you already offer online won’t be enough to attract people to your store. I feel the new generation is looking for a deeper connection with the brands they buy and physical presence is a unique opportunity to create that.