The world of fashion has long been known for it’s eccentric and beautiful quirks, glamour and excitement. However it also has a reputation for being fast paced, cut throat and extremely competitive to the chagrin of many. Although breaking into this industry can be difficult, it has always and is still quite possible to start a successful career without any official qualifications. But as the profession crossover between fashion and other spheres extends further and further, does the same logic apply?
Fashion public relations is a career path that has taken off with great speed and media coverage over the past few years. Almost everywhere you look you can find a boutique agency representing the latest and greatest in the fashion world from Kelly Cutrone’s business in New York to the Sweaty Betty girls in Sydney. Currently the Brisbane PR scene is no different from these big players. But with all these new agencies popping up, how are clients to choose the most appropriate representation? Are qualifications or life experience more helpful as credentials?
Recently the annual Young Emerging Designers Party was held in Brisbane’s State Library. An event that celebrates and launches new designers with high potential, the 2011 night was considered a success by all with numerous local celebrities attending, amazing sponsorships provided as well as coverage from the prestigious Vogue Australia website.
What was interesting about the triumph of the night however was the company who organized it. Felix&Slink are a Brisbane based company who focus on advertising, events, editorial and public relations. Their point of difference interestingly enough, is that all members of the team are aged below 23 and are yet to receive university qualifications. Their young age was integral to the party’s success as it meant they shared and understood their peers’ needs and thus were able to cater for them. Talking to Felix&Slink head of public relations Elyse Goyen about the qualifications conundrum, she believes that instead of a university degree their “youth is what makes F&S work. Our client’s love our fresh take on marketing, PR and communications. We always bring something new to the table”.
On the other side of the debate is Queensland University of Technology lecturer and industry expert Anne Lane, who has been in the public relations industry for eons. She sympathises with the situation students are in but believes earning a degree is the best way to get into the industry. “Having qualifications is vital. When I came back to Australia after working in the UK for 20 years, I couldn’t get a job in PR because I had no qualifications in the field,” she says. “All the contacts I had and all the experience couldn’t get me over the doorstep with any PR agencies without that bit of paper.”
Lane suggests that the best compromise PR students can make is to study whilst also partaking in internships. “The smart student will be looking ahead and finding ways to equip themselves with as much work experience as possible, either for study credit (like in an internship unit) or by getting themselves out there and sorting out something appropriate and relevant as a volunteer.”
Someone who followed this traditional path through to success is Miann Scanlan, who graduated from QUT in July 2011 and has already achieved employment in Sydney as in-house PR representation for fashion label Kirrily Johnston. Scanlan decided to conclude her studies before searching for work; a decision she says has paid off. “Having official university qualifications certainly assisted in securing me my current job. I don’t believe I would have been successful without them.”
But at the end of the day everyone has his or her own career path to follow. As with every aspect of fashion, there’s no predicting what could happen which thus is also true for the public relations world. So whether you spend your time earning qualifications or gaining life experience, all you can do is work hard, look good, and see where it takes you.
Photography – Elisabeth Willis
Styling – Hannah O’Callaghan
Makeup-Up – Amanda Reid at Arc Creative
Hair – Tahnee Higgins
Model – Anna Stretton