Another issue of Industrie (06) has landed.
The articles I read & bookmarked so far include:
1. Portrait interview with Mikael Schiller, the executive chairman of Acne.
It’s eye opening to read about the beginnings of the brand and the financial challenges/struggles it faced in just 2001 that might have had dire consequences for Acne.
Until reading this, I always had the idealistic impression that Acne was a brand created by a wealthy & talented bunch of Swedish designers with strong business heads and that everything went swimmingly from the onset.
I was wrong. Turn to page 41 to find out more.
2. Interview with Serge Azria from Joie
I’d add this to the reading list of design students & people eager to set up & launch their own fashion-design related ventures.
Serge offers a fantastic point of view on ways of achieving a brand’s purpose, like for example through product categories i.e. Equipment=shirts, Current/Elliot=jeans.
He also offers a great philosophical standpoint on trends and holding on to brand identity: ‘I want to do exactly the same but different’.
Pause between pages 59-61 to reach full understanding.
3. Interview with Emily Weiss from beauty blog Into The Gloss
Savvy beauty digital influencer slash online entrepreneur Emily tells an immersive story of beauty. The tale tells the evolution of women’s behaviour from shyly sharing ’hush-hush’ beauty advice in a bid not to appear too ‘silly’ on matters so fickle as ‘looks’ to beauty finally being more out in the open, epitomised by powerful women opening their bathroom shelves and talking about the ‘prosaic’ art of their favourite moisturising routines.
I also admire the blog’s approach to content and social media and hope to see more brands & publications applying a similar philosophy to their operations:
"Content is king, and I am such a perfectionist about what we put up. I think the quality is really part of what distinguishes us. We pride ourselves on smart writing, presentation and design. I could have done many more posts each week but I didn’t want to sascrifice quality"
“‘We curate our business as much as we curate our content. I think great content is great content, whether is’s sponsored or not. I wouldn’t put up anything that I wouldn’t want to see, and it’s so gratifying when readers love and respond to our sponsored programmes”
Unpack this content in pages 72-77.