Sunday, March 13, 2011

There’s Grit Behind All That “Glitz and Glamour” At Flare Magazine

An exclusive look behind the scenes with fashion editor Dane Tredway

Dane Tredway, a relative new-comer to the fashion industry has recently landed a job many fashion students would kill for; fashion editor at Flare Magazine. He has quickly climbed his way through the fast paced industry and has no intentions of holding back.

Many people seem to end up in different fields than what they studied, what is your educational background?
I had a passion for writing and journalism early on, so started my post-secondary studies with a bachelor’s degree in English at McGill. After taking some time off to travel, I resumed my studies part-time in fashion styling and photography at Ryerson’s Chang School of Continuing Ed.

Did you always want to work in fashion?

My transition into the world of fashion was more organic than planned. I had always had an interest in fashion, design, art and pop culture, but it wasn’t until I began interning at FLARE several years ago that I began to envision myself working in this industry.

The fashion industry is a tough one to break into, how did you catch your big break?

I was introduced to a FLARE editor at a dinner party several years ago and was immediately intrigued by the collision of creativity and print. I took her up on her offer to refer me to the department coordinator at the time, and only a few weeks later began my post as Fashion Editorial Intern.

How long have you been with Flare Magazine?

2 years in total. I began as an intern, continued on as Senior Intern, worked freelance for a short period and was eventually offered the full time position of Assistant Fashion Editor.

Flare is very well known, however many people aren’t familiar with the creation of the magazine. Can you tell me a little bit about what it is like to work at Flare?
The Fashion team at FLARE is really quite small relative to our output and as a result, affords me many opportunities to get involved creatively. It’s a dynamic work environment where no day is like the last – whether I’m out on the market scoping out new collections, attending fashion shows and events, or interviewing, writing and styling – there’s never a dull moment.

Many fashion students dream of becoming a fashion editor without knowing what to expect; can you tell us what your job entails?
Everything and anything. In Editorial, junior staff members tend to adopt catchall positions that can include everything from location scouting to acting as a stand-in model. In general, my responsibilities are to staff and manage all of FLARE’s fashion interns, to style and write for my monthly pages and to coordinate and assist in shoots and market pulls.

What is the typical day for you?

No day is ever like the last and that’s one of the aspects that I love and challenges me most.

Many believe the movie the Devil Wears Prada is what they should expect while working in the fashion industry, is there any truth behind the movie in relation to your job?

Yes and no. There is a lot of truth in the way they portray the process behind the magazine – the events, the grueling schedule, the hierarchy etc., but the day-to-day is not nearly as dramatic and people are a lot more laidback overall.

What do you think are some false assumptions people have about the fashion industry?
Most people think that working at a fashion magazine is all glitz and glamour when in fact there is a lot more to it than that. There is a lot of physical labour and tedious, detail-oriented work behind-the-scenes. Also there a misperception of the people that work in fashion. Like any industry there are egos and attitudes, but working at FLARE I’ve met mostly hard-working and down-to-earth people.

There have been many strong statements across the runways for spring, what are some key trends you are seeing?
Where to start? Colour for one – it’s everywhere and a really refreshing break from all of the neutral and blush tones we’ve been seeing the last few seasons. Also a focus on luxury sportswear, bold prints and pattern-pairings, head-to-toe white, menswear-inspired tailoring and an overall 70s slant.

You must work with hundreds of designers, who are some of your favourite designers and why?
I tend to be drawn more to individual collections rather than designers in particular. However, there are certain collections that I most look forward to: Celine – the best in sophisticated dressing for the modern woman. Dries van Noten – great use of texture, prints and proportion, Proenza Schouler – a good indicator of what “it” girls will be coveting, Givenchy – brilliantly dark and supremely chic, Christopher Kane – one of London’s bright young stars and always pushing the envelope in his use of textiles

What are some key qualities and attributes a person should have if they want to work within the fashion industry?
Drive, a positive work ethic and an ability to take criticism.

You mentioned you began your career at Flare as an intern, how could someone who is interested become an intern at Flare?
Apply online and show me something that sets you apart. I’m always looking for the full package when hiring – people with great personalities, diverse backgrounds and a positive attitude.

What is some advice you would give to students who are just starting off in the industry?
Get yourself out there! The fashion industry is one that (no surprise) revolves around personal connections, networking and hard work. Start a blog, freelance for your local or school newspaper and STAY ON THE PULSE. Fashion is fast-paced and grueling, and an internship in editorial, PR or merchandising is a good way to get your feet wet and see if it’s for you.