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Nine things a Vogue editor looks for in a fashion designer

Budding designers, listen up.

During her visit, Vogue Italia editor-in-chief Franca Sozzani gave a fashion master class at the University of Technology, Sydney. 

Here’s what we learnt from Sozzani’s guest lecture:

1. Communicate a strong message

“I always felt the important thing was a clear message. You have to organise how to understand yourself, to be clear in your project. Sometimes in communication, you need to scream.” 

2. Imagery is important

“You have to interpret what’s around you. Images are the only way to communicate … around the world.”

3. Trust yourself 

“When you think about your project you are not to think about, ‘This is what everybody likes,’” Sozzani said. “You have to convince yourself that what you’re doing is good.” 

4. … and not the ‘fashionistas’ 

“I don’t like fashionistas. They only wear the brand,” Sozzani said. “You want to become a fashionista? Easy! Spend money.” 

5. Don’t get caught up trying to define taste

“Today, it’s completely different. I don’t think we can have any more about ‘what’s good, what’s bad’ – now anyone can wear anything.”

6. Look beyond fashion

“Sometimes what is happening around you is more interesting than a show. If you only think about the clothes, the dress, the fashion, you don’t realise the world is changing,” Sozzani said. “Narrative is very important of course, but it is also important to know.”

7. It’s not going to be easy  

“I don’t think all of you will be designers. There is no room for everybody to be designers,” Sozzani said, but look for other creative jobs in the industry. 

8. Your background doesn’t matter – just your work

“It doesn’t matter where you come from. The creativity is important.”

9. Consider sustainability

“It’s very important now. It’s something that the new generation should be aware about. It’s very, very, very important. Even in fashion we should be more committed.”

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