7 Australians attending Fashion Week share how they started in the industry
IMAGE VIA @tarachandra_/INSTAGRAM
WORDS BY CAIT EMMA BURKE
“Being authentic to who you are really and truly is the path to a rewarding, meaningful career.”
Fashion is a notoriously tricky industry to break into. As an editor and writer who’s worked in many different sectors of fashion across my career, I’m all too familiar with the imposter syndrome, rejection and intense competition you experience when starting out.
But it’s working through these challenges that ultimately points you in the right direction and makes you better at what you do. If you want a career in fashion, there’s a lot you can learn from industry professionals who’ve successfully navigated the ups and downs of the industry to carve out their areas of expertise.
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As an official media partner of this year’s Australian Fashion Week, we know that attending an Australian Fashion Week is a sure sign that you’ve ‘made it’ in this industry. Below, we spoke to seven Australians across the fashion industry set to attend this year’s event. These stylists, writers, photographers, PR and communications experts share how they got their start in the industry, and what advice they’d give to anyone looking to make it in fashion.
Lucianne Tonti, Sustainable Fashion Journalist and Author
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I started out in retail with Scanlan Theodore while I was studying media at RMIT and writing for Fashion Journal. By the time I was 22, I’d been sent to my first Paris Fashion Week and had written my honours thesis on fast fashion and the environment. I was really starting to get a feel for what made me passionate about the fashion industry (travel and sustainability) but it didn’t last.
I kind of fell out of love with fashion and went on to study law which I didn’t take to. By the time I graduated, I was in my late twenties and feeling pretty lost so I decided to move to London on a whim. I really had no plan but I got lucky. I met a girl at a party on my first weekend and she got me a job working for a consultant at Burberry who travelled a lot. In my first month, we went to New York and Tokyo – it was so much fun.
Eventually, I moved to Paris and took jobs working in press and sales for small, sustainable designers. But I always had this sense of being called back to writing about fashion and the environment. It wasn’t until the pandemic hit and I had to move home that I had time to really think about how to make that happen. By then I was lucky that I had a good network to draw on and through friends, I was introduced to my editor at The Guardian.
In the years since she and I have developed a really great relationship. Through the stories I wrote for her, I secured a book deal and published Sundressed. That led to invitations to be the Fashion Editor for The Saturday Paper and the Sustainable Fashion Editor for Elle Australia. Now I get to travel a lot, reporting on developments in sustainability. It took a decade for me to come back to the path, but in those years I learnt a lot of things that make me so much better at my job now.
My advice to anyone wanting to get into the industry is to really listen to that voice inside you that knows what you should be doing. Being authentic to who you are really and truly is the path to a rewarding, meaningful career. But you also have to be prepared to work hard and build good relationships. This industry is small but it’s full of wonderful, creative people and I don’t know anyone who’s made it without a network of talented friends around them.
Myles Kalus, Fashion and Documentary Photographer
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I’ll be one of the main in-house photographers for Australian Fashion Week 2024, documenting street style and backstage throughout the week. Coincidentally enough, my entry point was Fashion Week itself more than 10 years ago. Back then, I was a fresh engineering graduate exploring photography, a new passion that enthralled me.
I knew documenting people was what I loved about photography. And the fashion industry fascinated me, especially after watching Bill Cunningham New York. The individuals, characters and styles he photographed throughout his lifetime… I wanted to see, meet and document people like he did. And what I saw at my first Fashion Week left me ecstatic and bewildered (in a good way).
When building my career, I focused a lot (and I do mean a lot) on saying hi to people. Also, spending a substantial amount of time trying to figure out what I wanted to ‘say’ through how I photograph, and how what I create would be noticed by the industry. Social media and studying the works of my favourite photographers played important roles for the latter two. Eventually, after a few years, people began approaching me to do what I do.
When asked for advice, I can only speak as a photographer. And let me premise that fashion today is art and commerce. When you try to make your way in, expect no one will understand your work or its place within fashion. Don’t feel disheartened by that or all the nos you will get as you traverse. It’s normal. Shoot with what you have with the intent of showing them how your artistry could work with fashion. But above all, keep shooting and refining as much as you can.
Tara Chandra, Content Creator
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At the ripe age of five, I refused to wear anything but dresses. I think this was the first sign that I would end up working in fashion. When I was 15, I started posting YouTube videos, blog posts and Instagram photos on my personal style for fun. 11 years later and I’m still posting – but as a ‘full-time’ job. This will be my ninth year attending Australian Fashion Week, with this year consisting of some partnered content, lots of fun outfits and of course, watching the runway shows.
My progression into the fashion industry was extremely gradual, organic and unintentional. My sense of style paired with my genuine passion for creating and consistency has paid off (literally). Starting on social media at a time when very few had made this a career was… different! We were all creating as a hobby, and it’s a time online that I truly miss.
In saying that, the social media landscape now is so exciting and constantly evolving. It is the easiest it has ever been to make content creation a job. If you’re looking to start out in fashion… I owe my success to a huge chunk of consistency topped with a sprinkle of stubbornness that I swallowed when I started out.
Katherine Rose, Stylist
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In my styling work, I focus on representing local creatives and working towards a more ethical industry. I scout brands and new pieces for styling work from the shows. I think my work started gaining more traction on Instagram, and I was receiving job enquiries through there – it wasn’t until I started working for brands and artists I was a fan of that it felt real.
I was equal parts intimidated and excited. I think it was hard not to have imposter syndrome when you’re working in an industry with some of the smartest and most creative people. But I knew it was for me. I knew I’d have to work hard and prove myself and I’ve always had enough passion for it to continue doing so.
Eventually, I had to stop treating it like a hobby and more like a business, making more professional connections, returning clients and continuing to do styling in a way that felt personal to me and unique in Australia. Being nice and considerate to everyone you work with goes a long way! Educating yourself on issues within the industry so we can all make it better together [is important and] also being assertive, believing in your vision and yourself. Keep going!
Emma Dettre, PR Director at The Known Agency
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For Australian Fashion Week 2024, The Known Agency is working with three designers to bring their runways to life. We work with our brands across press, production, partnerships, guest lists, dressings and onsite management. I like to think we are the ‘go-to’ people and bring all the show elements together. It’s a lot of logistics and dynamic work!
I always knew I wanted to be in fashion and thought it would be through design but after studying, I did internships at magazines and PR agencies and then landed my first role with Nikki Andrews at NAC. Looking back, I was so green but I was eager to learn and I learnt so much over my five years there working on amazing international luxury brands.
Then I joined The Known Agency team and have been working with young Australian and New Zealand brands on their communications and events ever since. My advice for someone wanting to enter the industry is to be proactive and reach out to your dream companies for an internship – we have hired amazing team members who were interns over the years. Initiative and a positive attitude go a long way!
Ntombi Moyo, Costume Designer and Celebrity Stylist
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This year I will be attending shows and pulling selects for projects from the runway. I started out in the industry working in a fashion photography studio and I loved it. It grew my understanding of production and all the departments it takes to create visuals.
I freelanced alongside working to build my client base within Australia. I eventually gained a lot of experience and became known locally and jobs organically kept coming. My one piece of advice for anyone wanting to work in the industry is that it takes 10 years to become an overnight success. Put in the time!
Lucy Hanson, Communications Executive at NAC Media Group
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This will be my third Australian Fashion Week. Working at NAC Media Group, our role at Fashion Week is to work on the overarching media and press outcomes for Australian Fashion Week. You will see a member from the NAC Media Group at every show at Australian Fashion Week; Carriageworks becomes our home for the week.
My love for the fashion industry started at university, where I took part in many fashion internships across different sectors such as retail, marketing, social media, communications and public relations, where I found my interest and love for fashion PR. I used my skills from my many internships to apply for jobs and just kept persevering until I landed my dream job, working and doing something I enjoy. Don’t be afraid to reach out and message people.
To find out more about Australian Fashion Week, head here.
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