Next Question Please!

For our next media session, we’re going to be looking at fashion journalism, so for our SDS this week, we were tasked to come up with interview questions that we would end up asking another student during the session. I quite like the writing aspect of fashion journalism and the way it documents both current news and people, so I really wanted to come up with a solid list of questions.

I looked at the resources we were given and drew my own questions from the content they provided, focusing on both fashion-based questions and course-based questions. I found it really interesting to look through every link in the UHB and created questions that I felt I could answer myself if given them on the spot. In respect to this, when coming up with them, I really did have to think how a fellow student would respond, as our group based tasks aren’t always as interactive as I’d like them to be, and I didn’t want to put anyone off with questions that were super difficult to answer or too specific.

I also found it was important to have open-ended questions as close-ended questions lead to one-word answers which makes for an uninspiring interview. I want to target the essence of the person I’m interviewing and really get a solid grasp of their aspirations, motivations, fashion attitude and sense of self. If I can come out of this interview feeling like I’ve gained a sense of why my interviewee is who they are and what lead them there, I’ll call my questions rather successful.

Initially, I compiled all my questions into a notebook, before transferring them to be typed and logically ordered so the questions flow and create a story. I used Photoshop to do this, purely because it looked nicer than a word document. I begin with more open-ended and casual questions, before moving towards specificity both within fashion and within our course, before moving back to some overarching questions that I hope will provoke moments of inspiration. Admittedly, I may have to either adjust or add to these questions as I go along, based on the responses I get, but I feel that would just make for an, even more, interesting interview?

While looking at all these different magazine websites, I also took note of their layout and content. The layouts for most of them were quite boxy and clean with a clear font that was easy to read. Most of the sites had white backgrounds and black text. They used interesting imagery to draw readers into the different articles, with some sites also using videos. Many of them also separated their articles into categories (like fashion, beauty, and music) to make it easier to navigate and read, with the most recent information at the top of the pages. The content included the latest news and high-profile brands and designers which helps them to stay relevant and up to date as well.

Interesting Read: https://www.dazeddigital.com/fashion/article/51797/1/gen-z-millennial-sustainability-fast-fashion-thrifting-depop-boohoo-missguided

During conducting the research for this SDS, I discovered an article on Dazed that I found rather interesting and relevant to myself (although admittedly not so much for this activity). It spoke about Gen Z’s interaction with the fast fashion market and why, even though my generation is one of the largest in promoting sustainability, we shop fast fashion the most. I found it insightful to hear people buy fast fashion due to income, accessibility, anonymity, size inclusivity, and even sensory issues, as these particular points are often not addressed in environmentally friendly brands. The article also stated “marketers have simplified the process of the consumer’s purchasing decision”, suggesting the tailoring of online shopping to this new generation draws in and limits younger consumers to what they find online at the cheapest price, and this ease and convenience results in more fast fashion purchases over thoughtful buying. There’s lots of pressure placed on the consumer (the article address Gen Z consumers but everyone in general too) to shop sustainably creating the argument of whether this responsibility should fall on brands to do better ethically and environmentally rather than the consumer… but then again I suppose if the demand for affordable clothing is there and people have no other choice this is a cycle that will take some time to break.

As part of my research, I decided to conduct my interview questions upon myself and view how I would answer them, in order to provide more comfort for both myself and the interviewee when the time comes. This will also help me guide the person I’m asking if they’re unsure of how to answer the question or are lost for ideas to talk about.

How did you get into the world of fashion?

I got into fashion when I was 12 after discovering beauty “guru” youtubers online. I fell in love with the idea of OOTD’s and cropped sweaters with skater skirts (keep in mind this was 2014) and I never looked back. Honestly, before that I was never super into fashion and was a tomboy, letting my mum pick out all my outfits!

How would you define your personal style?

I would find my personal style to be quite hard to define actually… I’m always open to new trends but these days my go to going out outfits (when COVID isn’t ruining plans) are baggy trousers with a long sleeve top and some sort of jacket. I think my style’s definitely evolved since moving to London as well, because I’ve had to adjust to the cold climate so quickly.

Who or what is your biggest influence in life and why?

I definitely admire my mum a lot and feel her influence really shaped me into the person I am today. She raised me to be smart, but humble, always organised and super independent which I’m grateful for everyday. My biggest celebrity influence is definitely Ariana Grande though, as cheesy as that may sound. I just think she’s so incredibly empowering and as a young woman it can be really easy for society to put us down and control our behaviour, but her unapologetic attitude for who she is is just really admirable.

If you weren’t studying fashion what would you be doing and why?

My backup plan still would have been business or possibly even marketing, just not specialised in fashion. I also maybe would have gone into law because I studied it in high school and really enjoyed it. I 100% would have still been studying at university though, though I doubt it would have lead me to London.

How do you feel COVID has affected the fashion industry and your studies?

COVID has completely rocked the entire world, I think its needless to say. The fashion industry definitely took a hit, although being a multi-billion dollar industry, I have no doubt it’ll bounce back. I think some of the biggest changes can be seen within the lack of runway shows within the last year, and obviously the rise in online sales and expenditure due to stores closing during lockdowns. As for my studies, it didn’t impact me as much as it has for other students, fortunately. I still managed to make it to London, and although our classes are fully online at the moment, I’m quite the independent learner anyway so I’ve managed to adjust. I think being around family that I have here and not in halls has also helped with COVID lockdowns.

What’s your take on sustainability in fashion?

100% the future of fashion. Hopefully within my lifetime, but maybe not, although I feel the fashion industry has made leaps and bounds as people become more conscious about what they’re buying and where it’s coming from. I would love to work in sustainability one day and would love to witness an age where the fashion industry isn’t one of the biggest producers of waste on this planet.

What are your favourite aspects of London fashion?

I love the streetwear here! I feel like just walking around the city you can see people dressed so fashionably and following trends.

What are the differences between London fashion and fashion in your home country?

Australia has a much more chilled and laidback vibe to our fashion and its very much beach-oriented and summery I’d say, whereas the streetwear here is more globally influenced and constantly evolving.

What drew you to your chosen artist and brand?

My chosen artist is Ed Ruscha and I was drawn to him because of his contemporary style and use of bold colour. It felt quite minimal but impactful which I resonated with personally. As for my brand which is Gucci, I just enjoyed the rich history it had and also think it’s a luxury brand that has a major influence on streetwear fashion.

What are the influences behind your design/ business range?

My design range is definitely more influenced by Gucci, although Ruscha’s colours can definitely be seen in there. For business, Ruscha’s works are quite evident on my pieces, as well as his colour palettes, but I feel the items also have this mix of Tom Ford and Alessandro Michele’s aesthetic to them. My business range of jackets is also definitely influenced by London’s cold weather!

What is the piece of work from this unit you’re most proud of and why?

My customised shoes! I enjoyed making these so much and could not be happier with not only how they turned out but the feedback I got on them from both my tutors and peers. They honestly make me so proud, and they’re something that I’d even wear out which is awesome!

What is the biggest obstacle you’ve had to face this year?

Moving halfway across the world and leaving behind the last 19 years of my life. It was a massive adjustment, even for someone like me and frankly, because of COVID I’m still adjusting to the lifestyle change. I definitely miss my friends and family but I know that moving here has been the best decision for me.

What is your vision for your career in fashion after university?

I would love to start working right after university. I’m not sure where yet, but I’m hoping the work experience I gain during my degree will guide me as to where. I’d love to work within CSR or sustainability for a big brand and really make a difference within their environmental impact.

Why is fashion important to you?

Fashion is often easily written off as something that’s vain and purely aesthetic but it’s just not at all! I love the way fashion gives off self-expression and comes in so many different forms, not just clothing. I think it’s also a massive industry that constantly evolving and changing and ultimately plays a part in everyone’s life, even those who think it doesn’t. I mean, we all get up everyday and get dressed and that will forever say something about who we are and what we do.

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