On Saturday, March 14, classes at Teen Vogue Fashion University were perfect. In the morning, Jason Wageheim, publisher of Teen Vogue, mentioned my Fashion U experience regarding my past internship with Eddie Borgo/Outhouse LLC. He wanted my class in the Editorial/Public Relations/Social Media group to know that students like me can land an internship through Fashion U. Towards the end of the day, I was able to personally thank Jason for the mention and how it meant so much to me. He told me how proud he was and I can never forget that. So, shout-out to Jason!
Michelle Phan was our dean and she told us her story about getting in the beauty business through YouTube. She encouraged to just do whatever we set our minds to and do not be afraid to take risks. Also, she added how we should take time for ourselves and relax once in a while. I liked how we could relate to her story because she was a college student as well when she first started her YouTube channel. Now, with her hard work and dedication, Michelle is one of the most successful YouTube Beauty Channel stars we know today.
I was placed into group b for my classes and my two next guest speakers, Juliana Ribeiro and Brian Phillips — they are from a PR Firm, Black Frame. Black Frame works with Nike, Kenzo and other fashion brands. They showed the class a few case studies of their fashion campaigns and they stressed the three important things important to be successful in PR. The three important things are: building strong relationships with the media and in all areas; research constantly; and story-telling of your client — content, photographers and the history of the brand. They emphasized how these three key factors need special attention because details matter and we should always be thinking of the next step.
This leads to the my next class from the guest speaker, Kristen Joy Watts, who works for Instagram’s art, fashion and community. She taught the importance of story-telling through Instagram posts and how our captions should be simple. It was learning about how to simplify our posts and we had done an exercise with a partner to look at each others accounts. Then, with one sentence we had to describe our partners. It was a nice experience looking at another person’s account and understanding who she as a person. I described my partner’s as living life to the fullest and smile always.
After class we had lunch and the food was great. Teen Vogue provided the students with food and then classes began.
There was an editors panel set up for all of the Socail/PR/Editor students. The Teen Vogue editors were: Dana Mathews, Drew Elovitz, Elaine Welteroth, Erin Kaplan, Ester Adams and moderated by Amy Astley. The editors panel gave us insight on what is it like to be an editor of Teen Vogue. Most of the editors started as assistants and worked their way up. They advised us to work hard because hard work will easily be noticed and how we need to be patience. A funny tip from Amy was to babysit since it is a great way to network with parents as well.
After the editors panel, my next class was with Donna Karen New York’s Senior Vice President Global Communications, Aliza Licht was our guest speaker. She used the campaign, #CARA4DKNY, as the case study example. It was a refresher from my introductory class of PR from last year. Aliza gave us tips on how to create a successful time capsules and explained the process of #CARA4DKNY. She asked us to create our own campaign with DKNY watches and I was happy that she made us do that so we can apply what we have learned in class. Her class was one of my favorites and I learned how in American in-house PR there is more control. For instance, you can see the actual process of the product to the end and rather than being in Europe. In Europe, the office will be via satellite and there is less involvement seeing the completion of the product of the brand. Furthermore, I highly recommend pre-ordering her book, “Leave Your Mark: Land Your Dream Job. Kill It In Your Career. Rock Social Media” and it comes out, Tuesday, May 5.
Finally, my last class was from the writer of the book, “Pitch Perfect,” Mickey Rapkin. There are not any words to say how awesome he is and how he still writes for editorial magazines as a freelance writer. I enjoyed getting to know his story and the interviews he has done in the past. Also, to hear how his book is now one of the most popular movies to date.
The day ended by a mix and mingle event with Teen Vogue. During the event, I caught up with some of my classmates and talked to some editors as well. I met up with Andrew Bevan and he noticed there were two other girls who wore the same pastel pink pallet as me. He had asked us if we matched on purpose and we did not. So, we all took a photo with him!
Here are some photos from the classes and hope you enjoy:
– km xoxo