Louise Aubery: this Sciences Po girlboss wants to uninhibit women
The agenda of Louise Aubery, 23, is overflowing. Between her studies at Sciences Po, the creation of a lingerie brand and a career as an influencer, free slots are rare. A few years ago, this admirer of Mona Chollet and Michelle Obama nevertheless saw herself pursuing a career in journalism. But his notoriety on social networks has turned all his plans upside down.
In less than four years, the young woman's YouTube channel has exploded. Ditto for his Instagram account. A vertiginous ascent because his speech - as sparkling as it is committed - resonates. “What drives me is to show the injunctions that still weigh on women, and help them free themselves from them. I am talking about economic inequalities as well as menstrual precariousness or violence against women.
Lingerie to help women accept themselves
With a community of more than 400,000 subscribers on Instagram, whom she nicknames "the mif" (understand, "the family"), Louise Aubery is preparing to take up a new challenge: the launch, this Sunday, of her very first collection of inclusive and eco-responsible underwear. Objective: to help women accept themselves and feel good about their bodies. "I created my brand - Je ne sais quoi - on the basis of a fairly simple premise: every time I came home, I was in a hurry to take off my bra." It may seem innocuous but underwear that is both comfortable, which does not shear the body, and pretty, no matter how hard you look, there is none. And when, by some miracle, we find it, either it's expensive, or old school, or unethical.
Down with dictates!
The bet is daring but she believes in it: designing from A to Z - and with her own savings - a line that embraces all morphologies and that respects the environment. Because in 2020 it is impossible to ignore the negative impact of the fashion industry on the planet. It is also impossible to address only the so-called standard sizes. “In lingerie, in France, there is a big problem of representation of women, regrets the entrepreneur. Even brands that offer F cups have campaigns with girls in size 34.”
The lack of inclusiveness of the fashion industry and social networks, Louise Aubery has made her fight. The influencer never fails to advocate body neutrality (1) and is committed against the diktats imposed on women, the very ones that lead them to constantly monitor their weight, their physical appearance... When she was younger, she herself had suffered from eating disorders, before realizing: no, she was not happier with less pounds. Since then, behind the pseudonym @mybetterself, the student seeks to uninhibit her community. Simply by sharing “real” life. A cookie between her teeth or back from swimming, the young woman assumes everything, including her missed photos that she shares behind the hashtag #OnVeutDuVrai.
Transparency as a trademark
This transparency, Louise Aubery also guarantees it in her lingerie brand. Through a series of videos entitled "Student-entrepreneur", she shows all the obstacles to overcome when you decide to set up a company, "because basically, there is a form of opacity around entrepreneurship, in particular in the world of influence”, says the Parisian, who followed in 2017 an entrepreneurial program at the University of Berkeley in California.
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A committed and feminist voice
In addition to Je ne sais quoi, Louise Aubery notably set up GirlzInBiz, “the first club that helps women take control of their lives”. When she's not giving a masterclass, the girlboss films videos for her YouTube channel or welcomes inspiring personalities to her InPower podcast. At his microphone: chef Alexia Duchêne, entrepreneur Justine Hutteau and author Jonathan Lehmann. And always with the same objective, that of “regaining power over your life”. “For me, being an entrepreneur is not creating a start-up and earning millions; it is to create a personal or professional life that resembles us, whether as an artist, economist or otherwise.”
Thanks to her work on the web, Louise Aubery admits, she earns a good living. If she prefers to keep her income quiet, these have recently allowed her to hire her very first employee, “a partner more than an employee” who helps her manage her life as an entrepreneur / content creator / student / podcaster . A life of "slasher". The key to its success? “I think that my speeches on self-acceptance and the denunciation of the false were precursors. We hardly talked about these subjects a few years ago. Today, I am happy to see that this type of discourse is becoming more democratic. The revolution is on.
