Joan Thiele
Joan Thiele
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Joan Thiele is an Italian-Colombian singer, songwriter, and artist known for her distinctive approach to music, blending alternative pop, R&B, electronic influences, and elements of her multicultural background. Her music is deeply personal and often explores identity, emotions, relationships, and self-expression. Rather than following conventional pop formulas, Joan has developed a recognisable artistic language that extends across both her music and visual work.
Over the course of her career, Joan has established herself as one of the most distinctive voices within Italy’s contemporary music scene. Her ability to move between Italian, English, and Spanish reflects the different cultural influences that have shaped her, while her experimental approach has allowed her to build an audience around a strong sense of individuality. Her work consistently places honesty and personal expression at the centre, making her a natural fit for an editorial built around the idea of PARADOX.
MY ROLE
My role in the project covered the social media video interview, backstage video, and shoot management. I worked closely with the editorial, photography, styling, and CHANEL teams throughout the production, helping coordinate the shooting process while simultaneously creating content for social media. My focus was to make sure the digital content captured both the final visual story and the creative process behind it.
Being involved in the shoot from production through to content creation allowed me to work across different aspects of the project. I managed the flow of the social content, captured the atmosphere of the set, and conducted the interview with Joan, creating material that could exist independently on social media while remaining connected to the main editorial.
CHANEL BEAUTY & FINE JEWELRY SPECIAL
The project included a special collaboration with CHANEL Beauty and CHANEL Fine Jewelry, where I worked directly with the CHANEL team to create dedicated social content around the Coco Crush collection and the Rouge Noir beauty collection. The content was designed to integrate the products naturally into the editorial world rather than treating them as separate product placements. Coco Crush became part of Joan's styling and visual identity, while Rouge Noir was incorporated through the beauty direction, creating a cohesive CHANEL story across jewelry, makeup, fashion, and image.
VIDEO INTERVIEW
The video interview focused on Joan as an artist and on the relationship between music, honesty, and self-expression. The intention was to move beyond a traditional career-focused interview and create a conversation that reflected the personality behind her music. The questions explored how she uses music as an extension of herself and how her personal experiences and identity influence the way she creates. This allowed the audience to connect with Joan not only as a musician, but as a multidisciplinary artist with a very personal creative language.
BACKSTAGE
The backstage video was created as a CHANEL special, highlighting both the Coco Crush Fine Jewelry and CHANEL Beauty Rouge Noir elements of the shoot. Rather than simply documenting the set, the video followed the construction of the visual story — from styling and beauty preparation to Joan's transformation in front of the camera. The aim was to give the audience an intimate look behind the editorial while keeping CHANEL's presence integrated into the overall narrative and visual identity of the project.
THE TEAM
Stylist Riccardo Maria Chiacchio played a particularly important role in defining the visual identity of the story. His approach created the conceptual world in which contrasts could coexist and identities could shift, allowing Joan to move between different visual characters while maintaining a strong sense of individuality. Working closely with photographer Guglielmo Profeti, Riccardo created a fashion language that supported the PARADOX concept while giving the editorial a distinctive and contemporary identity.
The collaboration between Guglielmo Profeti's photography, Riccardo Maria Chiacchio's styling, and the beauty team created a highly considered visual environment around Joan. Serena Congiu's CHANEL Beauty makeup, Erisson Musella's hair, and the wider styling, photography, and production teams helped bring the concept into reality. Working together with the CHANEL teams also allowed the fashion story, Coco Crush jewelry, and Rouge Noir beauty direction to exist as one cohesive visual narrative.
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