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| Image sourced from www.lunchwithanoldbag.com Q1. Now into its 6th year, the Scottish Fashion Awards continues to be a major date for Scottish fashion. As the founder and producer of the awards, did you ever think it would be as successful as it has become when you first started out? |
I guess I knew it had the potential to be as big, with the abundance of talent we have from Scotland, but one never is that conceited to say that I knew it would be that big! But I wanted it 'sooo badly' to be huge, I think we are on our way!
Q2. What sparked your interest in fashion?
My mother - now in her seventies, she is still one of the most glamorous women I know. Whether it was a Chanel blazer over jeans and a white t-shirt or a track suit, this lady knows what works and how to carry it - the latter being the most important ingredient in fashion. If you can't carry it off, get it off!
Q3. What made you decide to set up your company and introduce the awards in the first place?
I worked in Washington DC and London in event and PR and decided to return to Scotland to set up a specialised fashion / lifestyle PR & brand marketing agency. We were the first truly specialised fashion / lifestyle, beauty and entertainment PR based in Scotland. It was weird because having come home from London where every agency has a speciality, here the PR companies will do anything. This always bemuses me! How can work be an expert in medicine, law or property and then take on a fashion or beauty account. We get offered PR opportunities outside our area of expertise all the time but we turn them down. Not in a conceted way, but simply for the fact that our absolute knowledge base and experience is in this sector. Calling a property journo one minute and then fashion editor the next just doesn't work!
I decided to set up the fashion awards because I kept meeting incredible Scottish people in the world of fashion. No one really knew who they were. However, if we think think of what London did for Galliano, the late McQueen was incredible. They put them on a platform. They hailed their roots, they provided a platform which was amazing. That is what I set out to today. Creatives can work anywhere in the word, as long as they are hailing their heritage with pride and the Scottish Fashion Awards can provide that platform and awareness, then we're doing out job!
In terms of rising talent, I guess it's the old cliche of 'innovation'. But truly something that is really a step ahead of the game. Original, not borrowed, eye catching. But something that is really important is for the talent to have an understanding of their craft. Someone who learns the basics, from pattern cutting, sewing, someone who has an eye for fabric structure. It's no use preparing a drawing if you haven't the first clue about putting it together.
Q5. ‘Fashion Ambassador’ is a new category which has been added to the awards this year, why did you decide to include this? And who or what do you think makes a great ambassador for Scotland?
I am really excited about this category for the simple reason that there are so many people out there in the world who support Scottish fashion talent and indeed these awards. Whether they are pushing the use of Scottish textiles, whether they cover the fashion talents internationally or indeed have supported the Scottish fashion industry as a whole from their own discipline. This is about encouraging more international fashion Scots to shout about our nation of talented creatives. We have also just appointed Scottish actress Louise Linton who lives in Los Angeles as an International Fashion Ambassador which is amazing. Living in LA, we can encourage her to wear Scottish fashion brands, support our industry and most importantly talk about it in film circles. This is the kind of relationships we are now starting to build around the world, which is exciting. We are going to be announcing a few more before the awards also. Photographers, supermodels and such like who are going to be singing from the heavens about 'Fashion Scotland' - that is adrenaline fuelling for me!
Q6. For the 2nd year in a row the awards are being held at Glasgow’s Science Centre, what made you decide to relocate from Stirling to Glasgow City Centre? What is it about the city that you find inspiring?
We first went to Stirling to position the event as a national event - not a Glasgow or Edinburgh local event, but national and ultimately international. Stirling is the home of our first parliament, historically it holds great significant in our history and made the perfect setting to our incredible fashion talent. Plus we brought over so many international guests and American fashion editors they were simply stunned at the incredible castle, tartan carpet and full on Oscar style glamour - all taking place in the Highlands no less! As the event grew sadly the venue couldn't. Our max capacity for Gala dinner guests was 250 which was really just too small. We approached the council to put up a marquee in the castle car park but they refused, which to this day astounds me. There is no shadow of a doubt Stirling Castle never had some much global press coverage than they did with the fashion awards. As I say, this isn't just a celebration of Scottish fashion, its a celebration of a fashionable Scotland. However, I'm a firm believer that everything happens for a reason. It was our 5th anniversary and we wanted to step away from history and highlight 21st innovation - what better place to do that than the Science Centre. The Guggenheim in NYC, the Louvre in Paris have all been used for major fashion events - the Glasgow Science Centre is our equivalent.
From a logistical and production viewpoint, the space is phenomenal. We take over the entire building and we have a full day to set up and evening before for a catwalk rehearsal. Believe it or not, the castle was a nightmare as we could only get in to set up from 4pm on the day so all sets etc had to be built off site and we never had time for a rehearsal - sometimes we can't actually believe we pulled it off but we did! Stirling Castle will always remain in our history and it was the most magnificent setting to launch this celebration of fashion but it's time to move on with the trends.
Q7. How would you sum up Scottish style? And more specifically, how would you describe Glasgow style?
Q8. What advice would you have for those who are interested in being involved in the fashion industry?
Hard work, more hard work and even more hard work. Learn your trade to perfection; try and get the invaluable work experience that is so necessary to survive today. There are too many young designers who leave further education and try to start their own label. I think this is very risky and unless you have been scouted in advance, somewhat naive. Get a job with a label or fashion brand, understand the business model of fashion, from the clothes to how they actually get to the retail floor, the branding, the merchandising and the marketing. There is always room for hungry kids, it all depends on how hungry you are!
