If you’re still on the lookout for an informative and fast-fashion blogazine to make your homepage then FashionIndie is the only way to go. Since 2006, the website has delivered entertaining, relevant and attention-grabbing content on the fashion and lifestyle industries, adding a playful but opinionated tone to all the latest news stories. Samantha Lim, Editor in Chief at the website, has turned the blog into a one-stop-shop for all things creative, and has big plans for its future. LOOKK grabs an exclusive chance to chat with the busy editor to talk about the website’s expansion, discovering new talent, and what she’ll be looking out for as a member of the 1HUNDRED judging panel.
Samantha Lim
When taking the role as Editor in Chief at FashionIndie, what message did you want to portray?
I was a fan of FashionIndie long before taking the reigns as Editor in Chief, but saw that it could be so much more. I wanted to clean up the look, refine the taste level, refresh the logo, and expand our verticals in the beauty, men’s, culture, music, and design industries. I wanted people to know that they could come to our site for an entertaining, honest look at fashion.
Would you say that honest tone is translated through the voice and style of the website?
FashionIndie maintains a brazen and slightly irreverent tone of voice that we have become known for. It is easy to stay true to this voice because although we are hyper-passionate fashion fans and we can absolutely ‘die’ over a Balmain jacket, we are aware of the real world and that no one is actually dying.
I wouldn’t worry, we feel the exact same way about a Balmain Jacket. But with the online magazine market expanding rapidly, how do you always ensure you’re one step ahead of the game and keep your readers coming back?
The last thing the Internet needs is more content, so it becomes about creating things that are original, entertaining, and providing a new perspective on current issues and events in fashion. Building a loyal, engaged audience is of utmost importance to us, and we write and report about the things we do in order to give our readers the information they need to flourish.
So when seeking that important information, what is it exactly, that you look out for? Will there always be certain elements that draw you in?
We look for viral news, interesting products, unique designers with a smart perspective and killer style, and everything needs to have a good story behind it. We need to really be inspired by something in order to form a proper opinion.
When it comes to discovering new designers and talent, how do you go about it and then translate that via FashionIndie?
There are so many designers and talented artists out there that it is hard to filter through them all. That is one of the reasons we want to develop a marketplace that showcases the best independent work. The web is such a resource to discover talent and email is such an instant, easy way to get in touch with them.
“Visuals are the best way to introduce a brand — if your products are eye catching and visually showcased, I will want to know more and so will our readers.”
You seem pretty passionate about nurturing new talent, therefore what are your views on outlets and platforms for emerging designers to showcase their work; do you think there are enough avenues out there?
Showcasing online is crucial for young designers. The first step of getting their work online is done on so many platforms, but the second and most crucial step, is being able to connect with the people that matter: the buyers, the editors, the photographers, stylists & collaborators that want to work with them. That step is what needs solving. Designers need results, not just more places to expose their work.
What advice would you give to a young designer then, if they’re looking to get their name known?
I would say research and make real connections with editors and bloggers that are a good fit for your brand. They are full of information and market opinions that will be influential to you developing your brand.
Great advice. What will you be looking out for when judging on the LOOKK.com 1HUNDRED panel then?
I’ll be looking out for eye-catching designs, wearability, unique detailing, and a good story.
Are there any designers on LOOKK.com that have caught your eye?
Yes, lots! But I’m not saying a peep until I pick my favourite.
If there were anything you could change about the fashion industry what would it be and how would you go about changing it?
I think a lot of people would agree with me and say that the fashion industry needs to change their calendar. Showing clothes 3 months in advance isn’t working anymore, designers are getting knocked off left and right and people these days have short attention spans, they want to see things now and get them yesterday. With the coming of the Internet, live streaming shows, and fast-fashion companies, the industry has been turned completely upside down.
What are your three favourite websites and why?
Oh goodness, only 3? This answer changes every single day. I’m completely addicted to StumbleUpon. I discover the best things that way. My other favorites of the moment are NowFashion.com, they livestream and showcase the latest fashion shows in such a clear, clean way, and Nowness for their beautiful videos, and The Coveteur for sneak peeks into fashionista’s closets — its like peeking into their minds!
How do you see FashionIndie expanding within the next few years?
We want to plan and produce more industry networking & educational events because it is important to professionals and those trying to break in. Our biggest dream is to build a marketplace and directory for independent artists and creative professionals to share their work and develop partnerships with one another, as well as provide software and web development solutions so they can continue to flourish within this industry.
Visit FashionIndie right now to get up to date info and news on the fashion industry. We’re heading over as we can’t contain our excitement on hearing Samantha’s views and opinions while she’s sitting on the 1HUNDRED judging panel. Fingers crossed they’ll be as brazen as they are on her website.
Tags: 1Hundred Competition, Fashion Indie, Lookbooks, Samantha Lim
