In 2014, after 4 years in creative agencies (Publicis, Fred & Farid...), Noémie created the first French & English media to explore the futures of fashion and the intersections between fashion and innovation. Having achieved, since 2015, more than fifty conferences around the world (including Korea, SxSW in Austin, Viva Technology, Première Vision or the International Festival of Fashion in Hyères), Noémie has since structured the project, with the arrival of Allan Joseph as co-founding partner in 2015. Starting from a media, the project has gradually been enriched with a consulting offering to support the actors of the fashion industries and luxury on refining their vision around the dazzling evolutions and innovations transforming their business, and more globally to theorize and think the future (through the study of fashion as an object of reflection). In 2016, Noemie joined two key judge advisory board (SxSW and the ANDAM Fashion Innovation Award). At the end of 2017, Allan and Noémie integrated Station F incubator with IFM and reunited their activities under FUTUR404. Running in beginning of 2019, the team expanded with 2 new members, an associate CFO (Fabien Rossignol) as well as the first employee (Strategic Innovation Planner). Together they joined La Maison des Startups LVMH at Station F and launched the first issue of .FUTUR, a hybrid mag/book resulting from a collective work with researchers, thinkers, artists, coders, creative technologists and content creators.