How I Got Here: Fashion buyer Paris Astley on working her way up (and serving Julia Fox)

“You can’t really live in the moment in this role, you’re always looking forward.”

Welcome to How I Got Here, where we talk to people who are killing it in their respective fields about how they landed their awe-inspiring jobs, exploring the peaks and pits, the failures and the wins, and most importantly, the knowledge, advice and practical tips they’ve gleaned on the journey.

Technically, Paris Astley’s job is to shop. Formally, her title is Buyer and Brand Liaison at Error404 Store, a multi-brand boutique in Fitzroy. Of course, there’s a lot more to her role than getting to choose what designers are stocked in-store (like tight deadlines, invoicing and mastering Excel). Finding up-and-coming labels forms a big part of her day-to-day. “I love going down Instagram rabbit holes and finding new brands through someone’s sister’s cousin’s friend who tagged them in a photo,” she says.

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Initially, Paris worked as a florist before losing her job during Covid and pivoting into fashion. After moving between retail roles at brands like Dion Lee and Perks and Mini (P.A.M), she landed at Error404 in 2024. “It’s been very non-linear but you’ll find a lot of people in the industry have had similar journeys,” she reflects.

Though there are plenty of perks to the job (among them, getting to help Julia Fox shop), her favourite part is connecting with emerging designers. “There’s an insane amount of talent out there, and getting to back people early on and help put their work in front of the right audience is really special.”

Fashion Journal: Hey Paris! Did you have an idea of your dream job growing up?

Paris: No and I always envied people who did! I still don’t know what I want to be when I grow up but I feel like I’m finally on the right path, which is nice.

How exactly did you make the leap into the industry?

I’ve kind of always orbited the fashion world. I started modelling young, so it was always adjacent, but I didn’t go directly into it. A couple of years after high school, I actually studied floristry and worked as a florist for a while, which I loved, until the pandemic hit and I essentially lost my job.

I ended up moving back home and picking up a casual role at a clothing and sneaker store, which was meant to be temporary, but ended up changing everything. I started as a retail assistant and worked my way up to manager pretty quickly and then I was assisting with the buying soon after that.

Eventually, I moved back to Naarm and bounced between a couple of retail roles, ranging from sales associate at Dion Lee to 2IC at P.A.M Store, before eventually landing at Error404. At the same time, I enrolled in Public Relations at RMIT because I felt like I needed to ‘properly’ study something.

Finishing that course actually just made me realise I was already on the right path. Now I’m a buyer and brand liaison, which still feels a bit surreal considering none of it was planned. It’s been very non-linear but you’ll find a lot of people in the industry have had similar journeys.

Can you walk us through a typical day in your life on the job now? 

Working in a small team means I wear a lot of hats day-to-day. I’m mostly based in-store rather than in an office, so my days are a mix of emails, the occasional meeting, liaising with brands and accounts, and unpacking deliveries – all while spending time on the shop floor with customers.

There’s always a bit of organised chaos, especially juggling everything at once but it also means I’m really hands-on with the product. Being able to see firsthand what customers gravitate towards and how pieces are received is such a big part of doing my job well.

I also spend a lot of time reviewing new collections, hunting for emerging designers and of course, trying everything on as it comes in! A definite highlight is getting out of the store to view collections in person. It genuinely feels like getting paid to shop, which is the dream!

What has been a major career highlight for you so far?

Honestly, the biggest highlight has been connecting with and championing emerging designers. There’s an insane amount of talent out there and getting to back people early on and help put their work in front of the right audience is really special. I’ve also had the opportunity to sit front row at a few Fashion Week shows, which have been incredible and really inspiring. And serving Julia Fox was definitely a bit of a standout moment too… pretty iconic.

What hurdles have you faced getting to where you are now?

I think a big challenge for me has honestly just been backing myself. There’s something a bit ironic about being a buyer when I still have mornings standing in front of my wardrobe thinking I have nothing to wear. You’d think it comes with an endless wardrobe and a perfectly curated sense of style, but that’s not always the case.

I’ve definitely dealt with imposter syndrome, especially moving through different roles and learning as I go. Over time, I’ve learned that a lot of it is about trusting your instincts and backing yourself, even when you’re still figuring things out. I’ve learned to lean into the fact that I actually do know what I’m talking about and maybe I’m just better at building other people’s wardrobes than my own!

What’s the best part about your role?

Circling back to my career highlights, the best part of my role is working with and supporting emerging designers. It’s cool seeing that whole process happen season to season and watching designers grow in confidence and sharpen their vision.

I also really enjoy bringing international emerging designers into the Australian market and seeing how our customers respond to them. I haven’t travelled much, so it’s been a nice way to feel connected to different fashion scenes in places like New York, China and Europe without actually being there.

What would surprise people about your role as a buyer and brand liaison?

Maybe how far in advance I have to buy. When winter hits, I’m already deep into summer, trying to figure out what people will be wearing six months ahead. You can’t really live in the moment in this role, you’re always looking forward.

What skills have served you well in the fashion industry? 

Being organised is a non-negotiable. You have to constantly be on top of emails, ensuring deliveries are on time and everything is prepped for releases.

I also think being observant and curious has really served me well. I’m always watching how people interact with fashion — how trends start, fade and who’s wearing what. I love going down Instagram rabbit holes and finding new brands through someone’s sister’s cousin’s friend who tagged them in a photo (yes, I’m an Instagram stalker…).

Also, a boring one, but learning how to use Excel has been a game-changer. I’d recommend anyone looking into a buying role to do a short course or just teach themselves on YouTube. Excel formulas are your best friend!

What advice would you give to someone who wants to be in a role like yours one day?

Work hard, and don’t be afraid to speak up. If you’re working in a retail space or starting out in the industry, have an opinion and share it. Learn how to back yourself and make your voice heard with the people above you.

My dad always said to me, “It doesn’t matter what job you’re doing, just be the best person doing it, and you will be seen”. I’ve always held onto that. I think people notice when you care, when you’re consistent and when you actually show up properly, even in the smaller roles, it can always lead to something bigger.

What about a practical tip? 

Keep your files and emails organised from the start, it’ll save you so much time later. Get comfortable with Excel early on and use it for everything. Don’t rely on memory. If something pops into your head, set a reminder straight away (Siri is my best friend). Stay curious – if you like what someone’s wearing, ask them about it.

Keep up with Paris here.