1. How do you decide on the topics, trends, and designers to feature and how has this strategy evolved?

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Fashion Journal has been around for over 30 years, so during this time you can imagine it’s undergone a fair few iterations. One thing that has always remained a key pillar of the FJ identity is uplifting and amplifying the amazing local talent we have here in Australia. Where a lot of other fashion publications focus on what’s happening globally, we like to uncover what’s going on at a local level, and find those designers and creatives who are paving the way forward. As a values driven publication, we try to steer away from the reiteration of trends, and instead focus more so on how our readers can repurpose or upcycle pieces in their own wardrobes to create something fresh. When it comes to what we publish, we try to cover content that reflects our core values around sustainability, diversity and inclusion. 

 

2. In the digital realm, community engagement is crucial. FJ has such a huge community. How do you foster this sense of community and how do you leverage social media and other platforms to connect with your audience?

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Without sounding too cliche, I think Fashion Journal really is is more than just a publication. I know a lot of our community say reading FJ is like talking to a friend. We offer personality, insights and different perspectives on the issues that underpin the industry and news cycle. Given our strategy is super localised to Australia, it means we have this really authentic grass-roots connection to our readers here, and that’s something that we all find so special. From a social perspective, we don’t try to take ourselves too seriously (Sunday meme dumps xx) and are always listening to what our readers are searching for. 

 

3. Have there been instances when reader input has significantly influenced content creation?

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Absolutely. I think a lot of people would be surprised by how much our readers influence the content we produce. For the past few years, we’ve been publishing Google Form articles, where we put a question out to our audience via our IG stories, and the answers form the basis of an article. From how much they have in their savings, to the craziest places they’ve had sex, it’s such a great way to engage and connect with our readers.

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4. Promoting diversity and inclusion has become increasingly important in the fashion industry, how does FJ approach the representation of diverse voices, backgrounds, and perspectives in the content you produce?

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That’s a great question. We have such a diverse audience who deserve to see themselves reflected in the content we produce. We have a real focus on highlighting important voices in our community, particularly those that have been historically marginalised. We are constantly expanding our pool of talented writers and contributors, with a focus on those that have personal lived experiences and perspectives to draw from. I think we’ve all seen how damaging and exclusive the fashion industry can be, so it’s so important to us that we foster a safe and inclusive community where everyone has a seat at the table. 

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5. With the rise of digital media, how do you see the role of fashion journalism evolving and what advantages or challenges does that bring?

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With the rise of digital media, we’ve really seen the rise of micro-trends across the industry. Fashion has always been cyclical, but now more than ever it seems fashion is moving at the speed of light. From that perspective, we’ve been really cautious as to not buy into the micro-trend conversation. On the other hand, I love the way digital media is changing the landscape. It’s shifted the way a lot of people (myself included) consume media, and has forced a lot of publications to re-think traditional strategies, and move into a more agile and connected mindset. For us, it means we’ve shifted focus into growing our social channels, which I think helps to create a stronger brand identity and connection to our community.