Blame it on the likes of The Devil Wears Prada and The September Issue, but there’s no denying that the fashion industry is a little intimidating. With a reputation for being highly competitive and somewhat exclusive, it can often feel completely out of reach for those who dream of becoming the next Christine Centenera or Bec + Bridge, and for so many, there can also be a fear of failure or rejection.
So, on behalf of everyone who aspires to work in this fascinating industry, we consulted four insiders to find out if a career in fashion is as unattainable as it seems. Spoiler: it’s not. And as it turns out, there’s no set path into the business. The general consensus? Work hard and you’ll reap the rewards. No matter what stage of your career you’re in or what industry you currently work in, it’s never too late to land your dream fashion gig.
Read on for the inside scoop on how to make it in the fashion industry.
Desiree Deravi, Creative Director at Desiree Deravi Brands
What is your role and what does it involve?
My role is Founder/Designer/Creative Director of Desiree Deravi Brands. This includes S/W/F Boutique, the namesake brand, Desiree Deravi, and a soon-to-launch interior series. It’s an all-encompassing “role” that oversees all elements of the business. From production to the creation and management of design, marketing, human resources and managing staff, sales and content, my eye is across everything.
How did you get to where you are today? Tell us your career story.
My path to creating S/W/F was certainly an unconventional one. While my interest in fashion and textiles was evident from a young age, I chose the path of podiatry and am (at great surprise to many) a qualified podiatrist. While this initial journey was a rewarding one, I was craving a creative outlet, and so began contemplating the prospect of fashion.
It was following an impromptu trip to Bali, where I was immersed in the bustling, creative ex-pat community, that the launch of S/W/F Boutique became a reality. I relocated to the island naïve to the challenges ahead. I packed up my life and moved with absolutely no industry experience. Everything about creating a collection was new to me, from sourcing fabrics and all the technical terms (sewing, patterns, sizing, etc) to workers and shipping.
It was a baptism of fire but I embraced it head-on, teaching myself every step of the way. I made more mistakes than I can count, managing imposter syndrome while tackling a constant stream of challenges… but every lesson has informed the life I live today, and I wouldn’t change a thing.
What advice would you give to someone who wants to be in a role like yours one day?
I recommend sourcing a mentor if you can. Ideally, someone in the industry who’s succeeding in a role or position similar to what you wish to pursue. Look to them as an expander, someone who can motivate you to push through the inevitable doubt and see the possibilities in your future goals.
What advice would you give someone looking to break into the industry?
The fashion industry, like most, is varied. Try to pinpoint the area you’re most interested in and seek out any opportunity in that space. It’s important to understand that no job is too small as you work towards your goals — volunteer, intern, open yourself up to every possible experience. Your path may not materialise straight away, but you will understand what doesn’t appeal to you very quickly!
Sophia Kondilis, Senior PR & Brand Relations Manager at Aje
What is your role and what does it involve?
I am the Senior PR and Brand Relations Manager at Australian fashion brand Aje, where the team and I implement communications strategies and creative ideas to secure a meaningful presence in the media and commercial space. We do this through events, runways, collaborations, campaigns and by partnering with like-minded innovators and talent.
How did you get to where you are today? Tell us your career story.
Early on, I knew I would pursue fashion in any capacity. At that time, further education opportunities were limited in Sydney — aside from a fashion design degree — so I enrolled at the Fashion Business Institute (FBI). I interned relentlessly at magazines like RUSSH, Yen and madison, as well as at design studios, assisting stylists like Stevie Dance, and on weekends, I worked at luxury boutique Parlour X, which helped nurture my industry connections.
I fell into PR via Holly Garber, owner of Golightly Agency, and after mastering the showroom, I moved on to EVH, where I honed my premium publicity and wholesale skills for seven years under the guidance of Emma van Haandel. In pursuit of new adventures, I took a leap with fashion designer Christopher Esber, where my focus was international wholesale, selling and showrooming during Paris and New York fashion weeks up to six times a year.
Parlour X’s Eva Galambos has always been a long-term mentor, given I worked for her from the age of 17, so I then returned to my origins to head up communications in her landmark move to “The Church”. I’ve really had the most remarkable leaders to look up to.
What advice would you give to someone who wants to be in a role like yours one day?
I haven’t had a traditional path, but over 15 years of wearing different “hats” and having exposure to different areas, has given me a holistic and innate understanding of brand.
What advice would you give to someone looking to break into the industry?
Labouring in a role for a few years helps. You need to dig in with grit to get things done. Pre-empting the needs of those you work with (your client, your boss, your team) and being reliable will always get you noticed.
Hannah Lidbury, Managing Art Director at JONES Magazine
What is your role and what does it involve?
I’m the Managing Art Director for JONES Magazine at Medium Rare Content Agency. I work across David Jones’ campaigns and catalogues, as well as JONES Magazine, creating content and coming up with concepts for all the shoots and designs.
How did you get to where you are today? Tell us your career story.
I studied design at Western Sydney University and, whilst there, interned at Dolly magazine before landing a part-time role at Cosmopolitan magazine. This turned into a full-time gig after I completed my degree, and this is where I found my love for fashion, going into the fashion cupboard and looking at all the new clothes and new trends every season. From there, I worked on Westfield and Myer magazines, which really cemented my love for the industry.
What advice would you give to someone who wants to be in a role like yours one day?
For someone wanting to be an art director, I think it is all about growth and learning on the job. Whenever and wherever you have the opportunity to watch and shadow seniors, do it!
What advice would you give someone looking to break into the industry?
Hustle! Try to land an internship. Learning on the job was so beneficial for me. It helped me get my foot in the door for a full-time role and network with so many others in the industry.
Olivia Vlachou, Co-Founder at All The Dresses
What is your role and what does it involve?
I’m the co-founder of All The Dresses, one of Australia’s biggest dress hire marketplaces. I oversee the creative side of the business, from branding and social media to visual merchandising, PR and partner relations. However, having started the business with my co-founder (and husband) Basil, my role initially included anything we had to do to get the business off the ground and booming.
How did you get to where you are today? Tell us your career story.
I didn’t always plan to work in fashion, though I’ve always had a huge interest. Blessed with a grandmother (yiayia) who was a dressmaker, I grew up appreciating quality textiles and craftsmanship, and fashion became a natural outlet to express my creativity and personality.
Leaving high school, I had it in my mind that I wanted to become a graphic designer, so I went on to study it. My formal education includes a Bachelor of Arts degree in Graphic Design and Branding from Curtin University, where I then went on to teach for five years.
Teaching was never something that had ever crossed my mind, but an opportunity came up it was too good to pass on. After five years, I realised that it wasn’t truly fulfilling me creatively and I needed to be more hands-on with design. I made quite a big change and went on to lead visual merchandising for T2 Tea in Western Australia and South Australia (which I loved) but after a couple of years, I felt the need for more freedom to express myself. So I started my own business, Olympia Creative, where I worked with many clients to bring their wedding, event and brand launch dreams to life.
Being an avid clothing renter myself, and often being asked by clients to help style them for the events I was helping them create, I was always on dress hire websites looking at different options. The scene was pretty new at that stage and it sucked that I couldn’t view and compare them all in one place! So the idea for the All The Dresses came out of fulfilling a personal need, which I knew many others would have too.
It started as a side-hustle, but the rapid success of it blew us away and resulted in me leaving the events and styling industries to put all my focus into it.
What advice would you give to someone who wants to be in a role like yours one day?
There are many pathways into the fashion world. You don’t have to study fashion to have a career in the industry. Think about the role you’d like to end up in and map out some potential pathways to get there, whether that be study, internship, or gaining similar skills elsewhere and transferring them. Think about what will get you there quickest and what road will prepare you best.
What advice would you give to someone looking to break into the industry?
While it’s a huge industry, there’s also a huge number of people wanting to be part of it. Doing what you can to stand out among the crowd will do you no harm. Try to publicly showcase your interest and talents even before scoring that first role. That can be through setting up a personal blog, side-business, portfolio, etc. Continue with it even after getting your break, as it’ll allow you to express your creativity and take it in the direction you want your career to go. It’ll go a long way to showing your employer you’re ready for that promotion or change in position, as well as show other employers of your potential.
Editor’s note: These interviews have been edited for length and clarity.
