Emily Johnston is one of the hardest working fashion writers in the business. Having only started her blog, Fashion Foie Gras two years ago, this little lady has taken the whole notion of fast fashion news to an unprecedented level. She currently posts, on average, eight to nine blogs a day! Johnston has left her mark on the digital fashion sphere and isn’t budging anytime soon. As she takes her seat on the 1HUNDRED judging panel, she gives us a taste of what life as a blogger extraordinaire is like, and also tell us what she’ll be looking for from the designers on LOOKK…
Emily Johnston, Editor of Fashion Foie Gras
Why do you think Fashion Foie Gras attracts a constant stream of attention?
To be honest I keep asking myself the same question every day. I pour everything I have into the blog on a daily basis and I think my readers can tell that. I’m passionate about every single thing that gets put up. If the passion isn’t there, the story doesn’t make the cut, end of!
Cut-throat, we love it. What was your first ever post about and would you change it now?
I think it was about Cindy Crawford. I’m 5,500 posts in and never go back to look. Feels like ages ago. I don’t think I would change it. I wouldn’t change anything at this point.
We imagine there must be a never-ending supply of newsworthy stories that are suitable for Fashion Foie Gras but how do you filter through them all?
I get around 500 emails a day from industry folks with stories they’d like to see on FFG. I’d love to cover them all but at the end of the day I have to pick and choose what’s relevant and what I’d like to read about myself. I try to include new brands in that mix as much as possible but they always have to be a brand I myself would go out and buy!
Our designers are always looking for ways to promote their work and get their name out there, do you have any advice you’d give them?
I haven’t slept more than six hours in two years! It was more around 4 at the start. It’s hard work. My advice to anyone is that if you are willing to put everything you have into this industry, the industry will give back! That’s true whether you’re a blogger or a designer. You are your best advertisement. Take every opportunity to meet people in the industry. Never say no to an invitation. Go to the opening of an envelope if it means there will be industry people there!
So why do you think blogs are an important voice within the fashion industry?
Because they are honest! That’s changing these days but in the beginning it was all about honesty and being able to say exactly how you felt about the industry. There are some bloggers that are more negative than others but we all try to keep things real. I live by the rule “if you don’t have something nice to say then don’t say anything at all.” You’ll rarely read anything negative on FFG. You might find constructive criticism but it doesn’t ever go further than that.
How and why do you think blogs can help young and emerging designers?
Tracking links and purchasing is amazing and it has revolutionized the way brands interact with bloggers. They can actually see when we create a sale for them. It’s an outstanding advancement in technology with instant results. For young and emerging designers this is a wide open door for success in the future. Being able to know, without a shadow of a doubt, that something you choose to do works, is a pretty phenomenal advantage. New brands can engage bloggers and websites online, find out what works and keep moving in that same direction or change directions entirely.
You obviously have a big passion for the fashion industry, but if there were anything you could change about it, what would it be?
The size issue! It’s my biggest pet peeve. Great clothes are only made for about four different sizes and there are about 20 different sizes out there that should be covered. Women of all sizes now have serious money to spend on clothes and anything over a size 10 is being ignored. The average size in the UK is a size 16. My advice to new designers… find a way to grab hold of this marketplace! No one has managed to do it with style and grace. Women over a size 16 should not be constantly thrown into kaftans! Ok, done preaching :)
Please preach away, we completely agree with you on the size issue. What are your views on outlets and platforms for emerging designers – do you think there are enough avenues for designers to get their products into the market?
I do think this is a tough market for new designers. There are so many established designers that have huge advertising and marketing budgets and endless resources at their disposal. There’s no point sugar coating this. It’s a tough industry to crack. You have to find your own way and the designers I know that have started from nothing and become world-renowned all have a different tale to tell. But the underlying message is the same: be ready to work your ass off and be open to new outlets and platforms that may come around. You never know which one may be the right one but you also will never know until you try!
What, for you, makes a collection stand out? Are there certain qualities, which will always draw you in?
I’m a classics girl so I love clothing or accessories that are made well. You can tell instantly when something has just been thrown together without any thought. Those are the emails I ignore immediately. This designer is not the designer I want to support because they aren’t staying true to their passion and craft. When there’s love in a garment it shows. THOSE are the designers I support and embrace.
What will you be looking out for when on the LOOKK.com judging panel?
Designers that create new and original pieces that have the potential to be timeless.
What are your plans for Fashion Foie Gras in the future?
Honestly, the sky’s the limit. I’m happy to be where I am now! So everything else is just a plus from here!
We’re predicting Emily will be a tough cookie on the judging panel and can bet she won’t be sugar-coating anything for the sake of the designers in the 1Hundred List. We can’t wait!
Keep yourself updated with the latest fashion news on Fashion Foie Gras.
Tags: Emily Johnston, Fashion Foie Gras
