We see where culture is going before brands do. Then we build brands that meet it there.

About

WHO WE ARE

Belle Chasse works with fashion, retail, and lifestyle brands at a moment of transition — after an acquisition, a leadership change, or years of quiet drift.

We bring taste, cultural intelligence, and 25 years of brand transformation experience to rebuild the clarity that makes decisions faster, creative work braver, and growth possible again. When we're done, your brand doesn't just look right.
It works.

We are living through a fundamental shift in what consumers want from brands. Not more. Not louder. Not faster. They want to feel seen — by brands that know exactly who they are for and have the conviction to act like it. The brands struggling right now have not lost their talent or their budget. They have lost sight of their customer. Who are you for? What is your story? Why should she choose you? The brands that can answer those questions — not in a deck, but in everything they do — are winning. The ones that can't are spending more to say less.

WALK THRU is our proprietary
IRL brand experience audit.
It reveals how your brand is truly felt
in the physical world — emotionally, visually and humanly, and where intention quietly breaks down.

We observe your brand through the eyes of a first-time customer, exposing the gap between what you aim to communicate and what people actually experience.

WALK THRU

Jelena Beliard is the founder of Belle Chasse. She has spent 25 years living inside fashion and retail culture — not observing it from a boardroom, but participating in it. She moves between New York and Paris, sees what women want to feel before they can articulate it themselves, and knows where culture is going before brands do.

That instinct — taste, cultural intelligence, and an uncompromising eye — is what she brings to every engagement. She has grown Victoria's Secret PINK from $500M to $3B, transformed Vanessa Bruno from a fading French label into one of the country's most coveted brands, and repositioned major retailers through private equity transitions. She doesn't just diagnose what's broken. She fixes it, lifts it, and moves it forward.

FOUNDER

Optimistic and curious, Jelena is always in search of what is new and authentic. She holds a B.A. in Graphic Design and an M.A. in Communications from the prestigious Central Saint Martins in London. Jelena lives in New York City with her husband and daughter.

Work

Brand Transformation — VANESSA BRUNO
From fading French label to cultural relevance. Full brand rebuild — strategy, identity, creative direction, and team. €20M to €80M in four years.

Creative Vision — VANESSA BRUNO
Repositioning the visual language of a brand to speak to a new generation of French women.
Real, approachable, current.

Brand Relaunch — VANESSA BRUNO
Rebuilding the foundation that made growth possible.
New positioning, new story, new direction. The brand the founder always believed in — made visible again.

Brand Building — VICTORIA’S SECRET PINK
Built the creative department and digital-first brand approach from the ground up. $500M to $3B
in six years.

Brand Strategy — SCHEDONI
Bringing clarity and direction to one of Italy's most storied luxury leather houses as it entered a new chapter.

Product Strategy — VANESSA BRUNO
Growing the accessories business 50%.
Making the bag the second most loved in France.

Brand Strategy — ETAM
Sharpening the positioning and brand story
of one of France's most iconic lingerie and
ready-to-wear brands.

Services

Brand Clarity

For brands where something feels off but nobody can name it.

Cultural Intelligence & Consumer Insight

For brands that have stopped feeling what their customer feels.

Brand Transformation

For brands that need more than a refresh.

Transatlantic Brand Strategy

For European brands entering the US market — and American brands seeking European relevance.

Fractional Chief Brand Officer

For brands that need senior brand leadership without a full-time hire.

WALK THRU

Strategic guidance and support for brand development in the U.S. market

  • THE EYE

    Most brand problems are visible before they're measurable. We see them first — in how a campaign feels, in what a store communicates before a word is read, in the gap between what a brand believes it's saying and what its customer actually hears. That ability to read what others overlook is not a methodology. It's an instinct sharpened over 25 years of living inside fashion and retail culture.

  • THE INSTINCT

    We don't study culture from a boardroom. We move between New York and Paris, between boardrooms and neighborhoods, between the women setting the temperature and the brands trying to keep up. We see where culture is going before it arrives. That proximity — to taste, to real women, to what's shifting — is what makes our brand strategy unusually accurate and unusually fast.

  • THE CONVICTION

    Brand transformation fails when it stays on the surface. A new logo. A new campaign. A different agency. We go deeper — rebuilding the internal conviction that makes a brand coherent from the inside out. When we're done, your team doesn't just have a new brief. They have a north star. And everything that follows — the creative, the commercial decisions, the culture of the organization — flows from that.

Clients

Vanessa Bruno

Sézane

Etam

Victoria’s Secret

Pink

Sessun

J. Crew

Madewell

Coach

Schedoni

Maurices

Amazon

Lemons and Olives

Lacoste

Golden Goose

Simple Skincare

Contact Us

If you seek clarity for your brand, a thought partner, or are curious about our method, schedule an introductory call or contact us at info@bellechasseny.com