As Creative Director of the Paris showroom BASOCHES, Valérie-Hélène leads the creative development and strategic direction of the showroom, combining fashion expertise with a strong understanding of market trends, merchandising, data, and vintage research.

She develops and implements seasonal strategies across both knitwear and woven collections, from initial trend and vintage research through product development and merchandising. Her role includes curating and developing commercial selections designed to meet the expectations of leading Parisian premium brands such as From Future, Sandro, Maje, The Kooples, Gérard Darel, Merci…

Working closely with international yarn manufacturers including Wanxin Weishen, Xinao, and S&A, she develops innovative yarn and product concepts specifically for the showroom, while also creating and curating swatch developments presented to clients during collection appointments. Her approach combines creative direction, technical expertise, market insight, and commercial strategy to build relevant and compelling product offerings.

Beyond product development, she oversees the visual organisation and spatial merchandising of the showroom, creating a clear and inspiring environment that enhances the collections and supports the commercial presentation of each brand and yarn partner.