How To Work In Fashion: Louis Vuitton, Off-White, & Beyonce | Aimee Song

Virgil he comes from a music background
he’s an American DJ he did some art direction for Kanye before he founded
at the label Off-White I’m doing this new youtube thing Where I’m asking like my favorite inspiring people in fashion And then, a lot of them ask about you No way!
But I don’t know what question they want me to ask you But I think it’s more about like, you do come a different non-fashion background. And I think that’s what they’re curious about Because you were always a creative person, you were artsy. making stuff is what I’m into how do you make that jump if you don’t have a traditional artsy background What is it about you?
I think just make something. was just making things yeah make it and
then critique it and worry about it out and then but did you like actually study
nah just applied my ideas but you travel around and
getting inspiration from like nontraditional things Is this your first fashion job? Clemens Firmin, she’s in charge of the
digital communication at Louis Vuitton and she handles anything influencer related
so if you wanted to get invited to the Fashion Show
she’s who you want to talk to from out of college now I when I was studying in
college I worked in the company that was doing search engines I’m more of a web
social media kind of girl then I came up to fashion.
And then how did you get this job? Okay so I had a blog and then I received
a few press releases from time to time and I was very naive. At that time I was
replying to people I think “no I’m not [interested] thank you very much and I’m
looking for a job.” And someone replied to me that “oh I know someone at Louis Vuitton hiring a social media intern are you interested yeah sure uh-huh and
then I got hired as an intern and since the social media team was getting bigger
I got hired right afterwards so as an intern, where you paid? Yes. In France of
you have to oh so in France you have to get paid as an intern but it wasn’t a lot
it’s probably like minimum wage? yeah As soon as you got the internship you got
paid and then what was your role as an intern? at that time I was doing reports
on the social media pages from Louis Vuitton, so Instagram didn’t exist yet so I had
Facebook Twitter YouTube to manage Doing reports for the whole company and then
the team expanded and we had to decide which way we wanted to go so I went to
influencers PR yeah and then now what is your roll at Vuitton? Cause, I’ve known you for…
Four years at least? yeah and you’ve been growing
doing more and more coordinating everything influencer related at Louis Vuitton so anything that’s like digital
influencer yeah Influencer related, I’d say
At the beginning, it was really digital, But now influencers can be everywhere we we shot you for internal
magazine, for Louis Vuitton magazine yeah and then who comes up with like who
gets to be in the magazine as a you or is it like a group effort
mmm it’s a group effort we can send ideas and then then go
through or not and also management comes with ideas and say okay let’s make it
and then do you also hire people I did yeah yeah
so and then you became a boss and Edouard Schneider, Clemence’s boss, and also the Global PR Director of Louis Vuitton I started at Svarovski, 3 years PR director And then Givenchy womenswear PR director, and then Sonya Rykiel communication director for seven years and then Margiela
two years communication director and I started at LV in 2014
last week of April 2014 as a international PR Director. what were the steps
that you have to take to become a PR director your first PR director job. were
you an intern ever yes? I was at school and I need an internship
at Svarovski because I was studying marketing and communication and
then I started there so you have a degree in marketing and communication in
college in Paris yes in college in Paris high school and and then I started there
as a style assistant but the artistic director really wanted me to do
communication so I said what do you think it was about you like were you
always a person anything your personality do you so when you…
I am very talkative You are very talkative! you were a sales assistant what does the
sales assistant do? You were selling? I’m fluent in Spanish so I was
selling the collection to South Europe and jewelry, handbags, evening bags.
so but you’re an intern for the sales yeah
and then after, she asked me, they wanted to hire someone and she said we’re gonna
have two positions, one position as a sales assistant and full-time contract and one
position as a PR assistant and I said okay I didn’t know and she said you
should try to be PR assistant and I said okay why not and I started like that and
how long ago was that now we’re gonna have to expose your age
it’s fine I was in 99. 99 right but you did start from the bottom then you
didn’t just land up here no you cannot no one can know I can’t no you have to
start from the bottom you have to learn the press, you have to learn how it works
the magazine you have to learn how to do shopping you need to have a lot of
contact if you want to be a PR director you need to bring contact to the house
but I still speak with the young interns I think that’s very nice of you because
when I first came into the industry people in your position don’t talk to
interns assistants they don’t care yeah they only talk to me or like or people
they don’t even talk to me they talk to celebrities they don’t care, but I
think maybe that is why you are where you are because of your personality
how do you hire people to work for you because you hired Clemence, Clemence hired Songe, but you’re the one– I hired Songe! yeah I know why I pushed Clemence for Songe. yeah so how do you hire like what makes you want to hire? She was an intern in the menswear department
and we had a position as a menswear international PR assistant but
I had a long conversation with Songe, she was the intern in the menswear department but I said Songe, could please trust me I’d like you to try the
digital because I think you’re really modern and with your energy your
personality I think you will deserve more being digital assistant and
handling influencers and then I’m sure while Songe was an intern there are many
other interns what was Songe’s personality or her work desk she was
different than the other her in that she’s very hardworking she’s crazy
she’s a slut of work the way she talks to people she’s super kind
now we hire her and sometimes she can be bossy so I’m kicking her ass because
I don’t want her to be a dictator but then she was different she was just she
stood out from other interns if everybody’s starting as an intern and
you’re competing with thousands of interns and how do you stand out
you just have to be the natural you have to be confident but keep you very loyal and
sometimes we are disconnected now with the new generation the new era for
example you have a lot of people and like young students they arrive they are
interns and the first question is can I do the press release can I write the
press release I don’t understand people the young people there they always want
to rush for everything so just listen and even if you don’t have like a lot of
stuff to do listen the name of the magazine the name
of the journal is working for the magazine all the international
publication how it works look around just don’t be concentrate on yourself
and look around look at what’s going on how works a company I think you’re right
everybody thinks there’s an elevator to success but it’s not you got to walk up
there When did you move from Korea? Laura Kim, she used to work
directly under oscar de la renta before leaving to start her own brand, MONSE,
with her partner Fernando she and Fernando went back to Oscar de la Renta
as co-creative directors and the designers I moved when I was 9 to Canada, And then I moved to NY when I was 18 So you speak Korean fluently? I think it’s so incredible what you’re doing as a korean woman And as an immigrant. For like 2 really big brands what what’s the toughest thing when
you went to Oscar so my personality I’m very quieted I
actually keep everything to myself kind of Korean thing but I’m learning to express a little more how I feel Like especially the negative part. I usually only talk about positive, how I feel about things, Are you bad at saying “no” or that you don’t like this? No that I’m good at. But I just keep my personal feelings to myself. I think that’s a very Korean thing, cause I’m the same way. I know what I like and what I don’t like, but I keep my negative feelings to myself. I keep those personal feelings hidden cause I just don’t want people to find out But it becomes a problem. What are you gonna do in Paris? So in Paris, we’re doing a lot of dinners, a lot of parties, and I’m attending markets for Monse and for Oscar for doing one selection or Oh yeah very major fashion house what’s like the
advice you could give them like for me internship really taught me what
to do I really learned a lot from internship
so when you are an intern like you didn’t get paid and you’re doing
everything my intern for four years for free did you guys ever intern for free
where did what was your first internship college credit for college credit
fashion-related watch media media what did you do my
intern graduated okay 13 years ago we’re going to rewind
she own attorney she’s a fashion editor and stylist and her famous clients
include Solange and remember that Beyonce formation video yep she was part
of that Nike and Dior how did you picture a life with me but did you expect where you’re gonna be
now like in my club they don’t deal with three but you knew you would make it
yeah like you would have on Korea because you have a strong work ethic
yeah it might be like I’m very like you are very very much like if I don’t email
back she texting I know I know it’s gonna get very very good you

100 thoughts on “How To Work In Fashion: Louis Vuitton, Off-White, & Beyonce | Aimee Song

  1. I love these videos I feel like I'm learning so much , also the blogs of Paris fashion week are beautiful all the outfits I'm seeing just wow ! I honestly think your style is gorgeous and one more thing your makeup artist is really bring the fire I love these more confident makeup looks 😍❤️✨👍🏼👌🏼

  2. thank you Aimee for this video!! it was very informative, inspiring and helpful thank you so much for always thinking about us <3 please make more videos like this!!!
    best Chiara food/fashion photographer ( )

  3. Ok, constructive criticism : it will be great if you put the subtitles in the parts of the video when you're talking to people in noisy places like restaurants etc. – as a non-native English speaker I find it a little difficult to hear the whole conversation sometimes. Another thing (though in this video it's okay but in previous I struggled with it) – names of the people you meet or some quotes dissappear very quick from the screen – I think one more sec will fix it . However, I think you put so much effort in your vlogs and making a connection with your viewers, that's amazing. I'm not a fashion killa lol but I totally love your style and your personality you manage to sustain. I know you were hiring recently – I'm an interior desginer and if anytime you want to expand your interior brand, I will fly all the way from Poland to join you !! Love, Ada

  4. Fashion is not the industry I'm in, but I love these videos so much! The message to star from the bottom and work hard works regardless of the industry. And I love hearing people's career stories. So inspiring! One thing about the volume: I was listening with headphones and had to adjust the volume for every single clip (it ranged from "can't hear anything" to "shit shit shit I lost my hearing now"). Other than that, ah-maaaa-zing and the editing/style was just <3

  5. I love this video so much. You don't understand how important such a video is to me, 17 y/o, who wants to move to New York and do fashion but I am not even American. I love Shiona's and Eduard's interviews. They were so informative, real and told they hard truth. Thank you again for such videos

  6. well done! the questions were so right and interesting, all the interviews were so informational and pleasant to listen to

  7. You always that if we want to achieve smth, we need to work and so smth. I filmed a video on  not a typical subject. You can check it on my channel. Thank you!

  8. Hi Aimee thanks for such helping information, but I still have a question. So when you being an intern for like 2 years or even 4 years for free, how can you get money for living? Still asking parents or looking for a part time job beside interning? Thank you Aimee💕

  9. Wow Aimee these videos help so so much! Thank you for taking the time to do all of these! 💗💗 team Aimee all the way!

  10. Aimee you smashed it with this vlog! So good to hear advice from the best and so happy you got Shiona I am literally obsessed with her! – x

  11. I love to see all these different type of people and personalities working in fashion ! They all seem very kind and down to earth, you definitely know how to choose your friends Aimee (I should learn from that lol) thank you so much for doing this ! I hope you and your amazing team are having a great time in my city 💙❤️

  12. I love this video. You don’t understand how much I needed to see this. Too many times we see people at the top and we never get the story of how they got there.

  13. I loveeee the diversity you bring!!! From fashion, to these types of interviews, to taking us to your house remodel, to how to wear a piece of clothing in different ways, etc. You keep your viewers engaged and interested!!! Love!!!

  14. Aimee, amazing video! Loved all of the questions, however the background noise during the interviews (especially the last ones) was so distracting and I couldn't hear some parts. I think, it would be better if you put some subtitles, they'd be much appreciated. Thanks for the informative video!

  15. Loving these daily vlogs! They are🔝🔝🔝 They are so candid, entertaining and inspiring. It is really like we are with you in paris! P.s. what is your camera that you use for the video??

  16. Hi Aimee, love your vlogs! Question: How do you meet so many inspiring colleagues and peers? How do you network effectively? Thanks!

  17. This is such a great series! I think you should keep doing this, it helps me so much as student in fashion design, i am getting to know new people and i just learn about them afterwards. Keep it up gurrrl! I love this behind the scenes in fashion series over all! Youre amazing!

  18. thank you so much for this series! helps me with figure out how to make my dream come true:) you're truly unique <3

  19. Love this! Could you please interview a stylist on what they studied/majored in college and how the started overall

  20. Thank you SO much for sharing this <3 Such an inspiring video for those who want to break into this wonderful industry !

  21. Hi Aimee I just saw your abs vlog from NYC (I'm catching up watching haha) and when you said you read all the comments I wanted to let you know that I really love your vlogs. They're fun, informative, fashion-ish and I appreciate your honesty so much, you show people how to be a nice and warm person and I just get happy when I see your video's. Thank you for inspiring me, love Tessa

  22. I can't express enough how I like these kind of Vlogs and Aimee did a great job! I love you and you are my favorite blogger so far. I am proud of you as korean. I will put every good comments from my heart aside. I will be critical to analyze this vlog, the volume change killed this good video, especially, when you explained about them before you started interview with them. The volume is too low and I had to change the volume several time during watching this video. I liked the sentences and words you put on to enhance the understanding were great! Good job! I like the Eduard's interview the most, and you asked keen questions we are wondering!! That's what we wanted to know!! Overall great job! One more thing, I saw the pics you put on instagram with Chanel boots, and I really wondered how did it go if you tried on black pants or trousers besides the white one like Eduard because white pants looks a little bit of Summer look and the boots's color was black and beige I know it can be cliche kind of look but you can add some point color. The sweater was over-sized, so I wanted you to try some contrast shapes with your tops and bottoms. Thanks Aimee! Your vlog makes my days. This is just my personal opinion and my thought. I am looking forward to watching your vlogs!

  23. Key lesson I learn from any successful person in any field is just do what you're passionate about. Taking action towards what you truly want to do. It's very validating seeing this theme over and over no matter what the precise path each individual takes.

  24. So here it goes, my very first comment on Youtube. I've always enjoyed and admired your honesty and professional side you, especially as a person working in the fashion/retail biz in Korea. What I particularly admire is how you still get to be yourself while still nailing all the jobs you do, despite you know, people drama, mean girls, miranda in the industry.
    I've started my career as a import fashion MD, unwillingly and even decided to sort of undo the fashion part in my cv and pursued mba degree. It was all going well as i found a job that was not fashion, and no Mirandas in life.
    But then just a few months ago, my boss decided to replace me back at Fashion team in the company and left helpless and honestly afraid. The fear that I have to face fashion-drama again. I've thought i was a people-person until I started my career in fashion. And i have no other choice but to adjust myself to against-my–will new post. (Apart from the fact that I have to learn all the work again) Since you are so brave and bold, always redefining the industry and yourself I wonder what you'd do if you were me. Or how you've overcame similar problems.
    Your videos and looks are always an inspiration. Thanks 아미언니

  25. What about interviewing Songe ? For those french viewers that would like to know how she made it to Louis Vuitton « in the french way » with french schools and everything… thanks Aimee ❤️

  26. Thank you Aimee! That was dope hearing from different positions in the industry. I just graduated fashion school for merchandising and hearing that one of the editors actually worked for free as an intern after graduating brings me a lot more perspective.

  27. Thank you for imparting real life experiences of successful people to be our inspiration. Lesson learned: great things really take time and from humble beginnings. I looove you!! Great work!

  28. the background noise is a little loud to hear the interview.. it would be so much better with a small mic thingy. love your videos!!

  29. Aimee AME ESTE VIDEO creo que es un material muy valioso sobretodo para las nuevas generaciones que comienzan su vida laboral, la generacion milleniall que esperan tener todo muy rapido. El esfuerzo por estar o tener la posicion o cargo que desempeñan en la industria y sus historias son contenidos que maravillan ver en este blog. MUY BUEN TRABAJO Y MUCHAS GRACIAS POR ENTREGARNOS ESTE MATERIAL. . un abrazo desde Chile!!

  30. This video was soo helpful! How do you think I could find an internship in France or anywhere in Europe? Should I look for exact brands?

  31. Hi Amiee I just want to say thank you so much for making this video! I am a graduating fashion design student from Otis Art and Design. This video inspired me so much as I was watching it! You gave out so many suggestions to graduating fashion students on how to start working in fashion, which makes me super excited to start working after I graduate!  Thank you!!!

  32. Thank you for this AIMEE! As a designer, Edouard And Laura's advice is so useful for me!
    p.s. Please get a microphone! these videos are amazing and I need to hear you better!

  33. You are the best of the best!!! This episode helped me to understand fashion industry 😭 Even though my dream is a fashion designer since i was young, i had no idea how's the life in fashion world and how the designers doing there. I can see you're working really hard for your fans💖💖💖 항상 고마워요💖 Lots of love from your tiny fan xx

  34. Omg could you do more of these? They are so informative and inspiring and as a person who really wants to make it in the fashion industry, it’s really interesting seeing all of these people with humble beginnings. Thanks Aimee for doing this!

  35. LOVE these types of videos!! Thank you for taking the time to create them, they are SO helpful and motivating for someone who is in the fashion/creative industry! Hope you continue to produce them when you have a chance. Cheers to being awesome xo

  36. Love this video because I want to be a PR director for a huge fashion house. I love you so much Aimee! You're so humble, beautiful and smart!!! Please continue with these videos. Its totally a help!!

  37. Loved this episode! Would love for you to interview Emmanuelle Alt or Geraldine Saglio, they're my fashion stylist icons 😀

  38. All I can say at this moment is Thank Thank Thank so very much!! This is a huge help for what i'm going to do in the future.

  39. right! so just explain to me how you can live off no paid internship. Thats why fashion is loosing so many talented ppl bc they cant afforded it. Lets talk about this issue !!!!!!

  40. I just want to thank you so much for this video. I am someone who is aspiring to work in the fashion industry, however, I am not coming from a traditional background. So thank you!

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