Claire

It was at the new Belle Plage Hotel in Cannes, a design and contemporary hotel, that we met Claire, better known on Instagram under the pseudonym @on_dirait_le_sud.

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Claire is smiling, lively. Her enchanting smile, accentuated by her gleaming teeth, instantly reveals her joyful life. Jean, striped shirt, blazer, sneakers: the attire of this authentic Cannes local is anything but intricate, instead embodying simplicity, elegance, and efficiency. She kept the same tenets on Instagram, when she started ten years ago during her parental leave: "My father is a photographer, he encouraged me to create my account." One day, while tuning into the radio, she came across Nino Ferrer's song "Le Sud," which profoundly resonates within her. Claire began privately sharing her daily life, and when she switched to a public status, she quickly reached 10k followers. Her previous life as a visual merchandiser in interior decoration was over: she became a full-time content creator in 2020.

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Between fashion, travel, great places, quick seasonal recipes, motherhood tips, and her dog Aïko adopted from a shelter, Claire's lifestyle content is diverse and spontaneous. She is so enthusiastic about life, optimistic, but also reasonable: "In my wardrobe, I prefer quality over quantity," explains Claire, who focuses on the basics that she enjoys reinventing. Her inspirations? Pinterest, magazines, looks on the street. "I carefully choose the brands I collaborate with. I am free in my speech, I don't conform or pretend," she confides, "and you're a clown!" concludes Chloe, her agent.