Interview with Anne-Celine Jaeger

I wanted to write a book, using interviews and beautiful illustrations, which would show all aspects of the industry to try and outline how it is that certain brands make it big, while others flounder. Why does Luella get the sales, media coverage and celebrity wearers?  How did Rodarte manage to get through to the big US fashion editors when they first showed their collection? I wanted to know: what do you need to succeed? As the designers say themselves in the pages here, unfortunately talent isn’t everything – so much more comes into play.

I think it’s becoming harder and harder for young designers to start off on their own, as it appears you need quite a cash injection to get going. But more than anything, more and more brands are being bought by groups, turning the situation into a bit of a David and Goliath scenario. You have fewer independent labels, and more big beasts essentially making handbags and perfumes, as that’s where the majority of the income comes from.

I specifically tried to focus on designers and brands who had gone their own way, who were not going to self-edit what said in order to keep the big guys at the top happy, because they were the big guys at the top. And given that they had gone their own way, each way was different. That was the beauty of it.

I love the fact that a guy from Glasgow, who used to be a milkboy, can create a collection, season upon season, for Folk and Shofolk, that is brilliant enough to be seen, worn and adored by both people and fashion editors, despite the fact that his company don’t do any air-kissing, celebrity endorsements or spend a money on advertising. 

I’d rather change that round to an affirmative statement, it’s so much nicer to think positive. So here goes:
Do think about what aspect of the fashion industry you are interested in as there are so many creative jobs out there, being a designer is just one of them.
Do find a partner to work with you if it’s designing you’re interested in. It’s great to leave the finance side of things to someone else. Most designers interviewed in the book have said it’s been their godsend.
Do read this book. It might give you a headstart.

There was definitely a lot of salivating over fabrics and cuts going on, but if had pounced on everything I liked, my kids would be eating baked beans on toast for the rest of their life. I did, however, treat myself to a new Folk cardigan when I finished the book, and a DAB internet Radio. 

Being yourself.