HOW TO SUCCEED IN THE LONDON FASHION WORLD WITH A NORWEGIAN APPROACH Text: Anna Fredrikke Bjerke
Photo: Hanne C N Christiansen
HOW DOES ONE SUCCEED IN THE FASHION INDUSTRY THAT IS KNOWN FOR ITS FIERCE COMPETITION? WE ALL KNOW IT’S HARD TO GET IN AND THAT GOOD JOBS ARE HARD TO GET. LONDON BEING ONE OF THE MAIN FASHION CAPITALS, MANY HOPEFULS WITH BIG DREAMS GRAVITATE HERE. WE SOUGHT ADVICE FROM FIVE EXPERTS, EACH WITH SUCCESS IN THEIR OWN RIGHT. Everyone says it takes determination and with this in mind we sought advice from not one but five successful players in the field: Curator and Editor-at-Large at Wallpaper Henrietta Thompson, commercial director for Rue de Mail Candice Lake (also a contributing photographer for Vogue and Glamour), designer talent scout Freya Olsen who successfully runs her own agency, tailor Lise Herud who has her own company, and last but not least the rather known and busy man about town; designer Kristian Aadnevik. Talking to the five fashion professionals brought to the forefront one key success-factor: A love for what they do. But in addition they came up with a list of advice that was fairly uniform. 1.
Start at the bottom, and accept that it is highly unlikely you’ll get paid when you are first starting out.
2.
Be determined, it’s difficult to get a break.
3.
Don’t spread yourself too thin.
4.
Get an internship, but don’t get stuck in a rut.
5.
Don’t be shy, but at the same time stay humble. Nobody likes interns who get too full of themselves.
6.
Nobody prepares you for reality. Keep believing in yourself.
7.
Adapt in an ever-changing industry.
HIT THE BOOKS Both Norwegian-born Kristian Aadnevik and Aussie Candice Lake emphasize education. ”Having a university degree is very important as
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it shows stability,” says law graduate Lake who worked as a model for several years before establishing herself as a photographer. “You have to have a good education,” says Aadnevik who holds a Master’s degree from the Royal College of Art. He finds that university gives added value in getting introductions, networking and establishing collaboration. Further, Lake points out the advantage of taking fashion related courses at elite colleges and/or internships with fashion labels or magazines, as long as you gain relevant experience. SOCIAL SKILLS NEED TO BE HONED As a fashion metropolis, London is very much at the center of what sets the trends, some may argue not as much as Paris – but fashion labels such as Burberry Prorsum, Alexander McQueen, Paul Smith and Stella McCartney – alongside high street chains like TopShop certainly make a major impact. If you want a piece of the action, it is certainly easier to be in London than trying to break in from Norway. “Much talent comes out of Norway”, says half Norwegian/half British Freya Olsen, who believes Norwegians have a lot of potential. “Norwegians can be reserved, but the key is don’t be shy.” Olsen believes that if you can brave an international audience, you have a big social advantage as a Norwegian in London. Lise Herud, who graduated in Fashion Design from Ravensbourne College, simply states that Norway with its social safety net makes it easier and less stressful. Having set up her own full-time business, Herud should know. “It takes a long time to get to the point where you have enough experience to start up your own business in this field,” she adds, singling out customerniches like bridal and international clients. “About 1/3 of new businesses fold within two years,” says Herud. To be organized, focused, determined and