Sarah Andelman. It’s hard to describe her to someone who doesn’t already know her name. Those who do, know her as someone recognised throughout the worlds of fashion and art for her impeccable taste.
Yet Andelman has spent more than 10 years avoiding the spotlight, even as she has named Chanel, Hermès and Pharrell Williams among her many collaborators. When she started her agency, Just An Idea, in 2018, she told brands her role was behind the scenes rather than as the face of a project. Though, “over the years,” she says, “I recognised that brands wanted to involve me, to mention me, so I became a little more indifferent.
” Now, she’s finally stepping into the limelight. Releasing a product into the world comes with added responsibility now that consumers, aiming to make more sustainable choices, have started to examine their consumption habits. Andelman navigates this world with care.
Just An Idea works with labels such as Moncler and Sacai to develop “special projects and collaborations which are meaningful for the brands and their customers”. Bare-faced, sporting her signature close-cropped pixie cut and an oversized black T-shirt by Verdy, Andelman seems reserved at first over our video call, but she lights up when I ask about her work. She’s been busy.
Last year, she curated 50 lots from artists around the world to take part in Pharrell’s Just Phriends auction. Lots ranged from niche objects to fine art; one highlight being a sculpture by Pharrell .