- ART DE VIVRE -
- ART DE VIVRE -
de mon métier. Le luxe, au-delà de l’apparence et du pres- tige, est avant tout une question d’émotion, d’histoire et de transmission. J’ai compris que ce qui rend une marque ou un projet puissant, ce n’est pas seulement son esthétique ou sa stratégie, mais l’authenticité de son récit et la profon- deur de ses racines. Si vous étiez un personnage historique, qui seriez-vous ? Simone Weil, sans hésitation. Son intelligence, son enga- gement et sa quête de vérité m’inspirent profondément. Elle avait cette capacité rare à allier réflexion et action, à défendre ses idées avec une sincérité absolue et une exi- gence inébranlable. Son regard sur le monde, à la fois lu- cide et profondément ancré dans le réel, résonne avec ma vision de la communication : une quête d’authenticité, de sens et d’excellence, où l’humain reste toujours au cœur. Hello Hoda, tell us about your current projects. What are you wor- king on ? We're currently working on several exciting projects, including the official launch of our events division. This will enable us to offer a 360° service to complement our press relations and celebrity management activities. Our aim is to create exclusive, immersive experiences, just as we have always done in our communications operations. Can you explain the role of your agency, and why some of the world's leading luxury brands call on your services ? Our agency supports brands in building and consolidating their image with an approach that is both strategic and sensitive. We highlight their heritage, know-how and uniqueness, while kee- ping in step with new market expectations and societal trends. « Le luxe, au-delà de l’apparence et du prestige, est avant tout une question d’émotion, d’histoire et de transmission. » Hoda Roche, fondatrice de Hoda Roche Communication.
We combine a keen eye for detail, recognized expertise in press relations and an innovative vision of communication strategies. This global approach enables us to build impactful campaigns and create experiences and emotions that resonate with the media, key opinion leaders and customers alike. What are the specifics of luxury marketing, and how did you break into the industry ? Luxury marketing is distinguished by its exclusive, emotional and narrative approach. Where conventional marketing seeks to meet a need, luxury focuses on creating desire and telling a story. Exclusi- vity and rarity are also key markers. Less often means more: limited editions, confidential events, carefully chosen collaborations... Everything is designed to maintain an aura of mystery and prestige. Last but not least, customer experience takes center stage. Emo- tion and the exceptional must be at the heart of every interaction. Right from the start, I understood that the key lay in service excel- lence, rigor and an ability to understand the often implicit expec- tations of the prestigious houses and manufactures we work with. Which encounter has had the greatest impact on you ? One of the most important encounters in my career was with Mr. Azzedine Alaïa. I was very young when I had the chance to meet him at one of his fashion shows, and I was fascinated by his world. Everything about his approach exuded precision, excellence and absolute creative freedom. It was a revelation. I understood that luxury was not just a question of prestige or marketing, but above all a story of passion and authenticity. Azzedine Alaïa embodied this vision with rare integrity. That moment had a profound influence on my career. It awakened in me this quest for excellence, this attention to detail and this desire to be involved in a world where every gesture, every word, every image tells a story. A challenge that taught you a lot? Leaving Iran as a child, with my family, and starting all over again elsewhere was the greatest challenge of my life. It was a decision as difficult as it was essential, marked by a break with my land- marks, my culture and part of my history. But it's precisely at times like these that you learn to tap into your deepest resources and turn hardship into a driving force. It taught me resilience, adapta- bility and the ability to turn hardship into strength. This experience has profoundly influenced my vision of luxury and my profession. Luxury, beyond appearance and prestige, is above all a question of emotion, history and transmission. I've come to understand that what makes a brand or project powerful is not just its aesthetics or strategy, but the authenticity of its story and the depth of its roots. If you were a historical figure, who would you be? Simone Weil, without hesitation. Her intelligence, commitment and quest for truth inspire me deeply. She had that rare ability to combine reflection and action, to defend her ideas with absolute sincerity and unshakeable rigor. Her view of the world, both lucid and deeply rooted in reality, resonates with my vision of communi- cations: a quest for authenticity, meaning and excellence, where the human element always remains at the heart.
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