Eva Sonaike
Fashion EditorWhat is a typical day in your job?
A typical day includes receiving sample requests for fashion shoots from the magazines. Often the requests are specified, which means that the editors are referring to a certain look from a designer. But often they only give me an idea about the theme of the shoot and I have to put suitable looks from different designers together. I have to visit London Fashion Week twice a year to see as many shows as possible and visit every stand at the exhibition to get an idea about accessories and small designers. I also have to attend press days twice a year, where the PR agencies present their collections.
Another important aspect of my role is to write a fortnightly London trend letter. I therefore have to read every fashion magazine, newspapers, fashion-related website and blog, as well as keeping my eyes open to up and coming trends. It covers everything from fashion, accessories, beauty, design, gadgets and people.
How did you get into your role?
After graduating from journalism on 2001, I worked as a TV producer and Director covering youth trends from London, Paris New York, Tokyo and Berlin. I then landed the job as Deputy Editor of style magazine BOLZ, whilst freelancing for various fashion websites. I decided to intensify my knowledge of fashion and went back to do an MA in Fashion journalism at the London College of Fashion in 2006. After graduating I got the job as UK Fashion Editor at Burda Media.
What skills have you come to rely on the most in your job?
My journalistic skills come in, when I am interviewing celebrities, designers or others for features or news items in the magazines. Most of the time, the interviews are fashion related. My advantage is that I speak several languages. For the role as Fashion correspondent, you have to be fluent in English, but also fluent in the language of the country your publications are from. For example, when I interview a designer or a celebrity, I have to be able to translate the interview into German within a very short time. You also need to be highly organised and able to manage many different things at the same time.
If you had to pick one positive and one negative aspect of your job what would they be?
The positive aspect about my job is that I do what I always wanted to do. I love fashion, clothing, fabrics, colours, styles and magazines. Combining all these elements and making a living from it is a dream come true. One of the down points is that people's behaviour can be extremely snappy in the fashion industry. But this is an aspect you have to get used to and find a way of dealing with everyone individually.
Is there any advice you would give students hoping to pursue a career in this field?
In order to work as a successful Fashion Editor or Fashion Correspondent you need to know and have a passion about fashion and style. I think that you have to treat it as any other profession, which requires that you know your subject very well. You need to know fashion and in particular London fashion inside out. All the shops, areas, designers, magazines, current and past styles, as well as knowing the market of the country you work for.
