2025 marks a new stage in my professional journey. I am Noëlla, stylist, writer, founder of SNG AGENCY and SNEAKERS AND GO®, and I want to share with you the intense journey that is my rebranding. A journey I began at the end of 2023, which saw its first glimmers of existence in this new world I have been redefining for a few months now.
My story begins in 2017, with the creation of SNEAKERS AND GO®, an idea born out of my own needs, a passion for fashion, and the digital world. I was a student at the time, far from the worlds of luxury and high fashion as we know them. My goal? To find a solution for my passion for sneakers without breaking the bank as a student. The concept? A daily sneakers rental service, a simple but powerful idea.
At the time, I didn’t know that this simple thought would change my life. I launched on Facebook, then Instagram, sharing my project without truly understanding the scale it would take. My idea reached an unexpected audience: stylists, particularly those in the music industry, like those working with renowned artists. It was through discovering this demand that SNEAKERS AND GO® really took off.
Over time, my service has become an essential reference, driven by collaborations with names like SCH, Aya Nakamura, Ninho, and many others. The project, initially secondary, became my life, and after a period of rapid growth due to word of mouth in the music industry, I made a decision. In 2021, I ventured into styling, an adventure that allowed me to discover another side of my work.
That’s when I felt the need to reinvent myself, to redefine my identity. Why? Because after several years, I no longer recognized myself in the brand image I had created. My target had evolved, as had my work. In reality, I had entered an unexpected world: that of artist stylists and hip-hop. And while it was an exciting world, it wasn’t exactly what I had in mind at the start.
That’s when the idea of rebranding became essential. It was about starting fresh, redefining my image, and establishing a new direction for both my business and myself. I needed to reconnect with my roots while looking toward the future. So, at the end of 2023, I took the risk of shaking everything up. I shut down my website, changed my logo, strategy, and communication. All of this without informing my clients or my network. It was an audacious, almost radical decision.
This rebranding wasn’t just an aesthetic update. It was a true reinvention of myself, a way to reposition myself at the helm of a new adventure. I also took time to reconnect personally. My experience in New York in 2024 was a turning point. It was there that I realized it was time to redefine my vision of fashion, to separate my past from my new ambitions. That’s when I created SNG AGENCY, a styling agency with a unique vision focused on authenticity and the art of fashion.
The rebranding also allowed space for other projects. SNEAKERS AND GO® evolved. Initially, the concept was purely focused on sneakers, but today, I’ve expanded the catalog to include high heels, boots, loafers, and mules, always with an authentic eye and a desire to meet the specific needs of stylists and creatives. This shift was essential, not only to expand my offerings but also to refocus my work around what truly matters: supporting stylists.
Of course, all of this comes with risks. Some of my loyal clients may have felt lost, destabilized by such a sudden change. I lost followers on social media, as everything was rethought and adjusted. But rebranding is also a reinvention: a way to redefine myself while staying true to my core values. It’s a way to continue evolving and offering my clients a clearer and more personal vision of what I provide.
Today, I can say that this gamble was necessary. Rebranding allowed me to reconcile my passion for fashion with my need for personal and professional freedom. My business has matured, just as I have. And it’s by taking this risk that I found the path to a complete reinvention, both as a woman, entrepreneur, and stylist.In February 2023, I made the decision to close my first showroom, which I had since 2021, in order to come back in the best possible way. It is in March 2025 that I begin this new adventure, in a new showroom, a new space dedicated to styling and shoe rentals.
To conclude, my View is simple: The only real risk I identify is losing oneself in an environment that no longer suits us or never did. take the risks that matter for your personal and professional well-being. If you feel the need to reinvent something in yourself or around you, don’t hesitate.
Campaign AW 2025/2026 – SNEAKERS AND GO ®
Styled by Noëlla
Assisted by Carla Yamin and Cléa Mullard
Photographed by Aurore Fouchez
Models : @worldofshai4 – @100.nuages – @bebeto_lawest
