Meet the past, present and future of online fashion publications.

Meet the (former) Fashion Editor of POPSUGAR Australia. We pinned her as someone to keep an eye on, and as predicted, her career has seen her move to the Big Apple to be Editor at – Check out our chat with Jasmine just before she made the jump!

Jasmine, you’ve already got the dream job, backstage passes to every fashion event, and are surely the owner of a very enviable little black book of Australia’s best media and fashion personalities. What do you attribute your crazy success at such a young age to?

I think the key is to start interning early and just say “yes” to any opportunity. Moving to Sydney was definitely the best decision I’ve made – Brisbane is great, but Sydney really is where the opportunities are for anyone interested in media and fashion.

While we’re sure everyday is different- what are the key responsibilities for the Fashion Editor of PopSugar?

To make sure is the only place you need to visit to find out how to wear those tricky trends, shop the most amazing bargains, discover designer pieces worth investing in and keep updated on breaking celebrity style and red carpet pictures. I come up with stories daily, source photos, write, meet with PR contacts and brands and attend events on behalf of POPSUGAR. We have editors who also manage the celebrity, beauty, health and fitness content across the website.

Fashion Week- we’ve heard MBFWA sides from designers and bloggers, but what is fashion week like for the media?

It’s different for everyone, but being first with the runway pictures, reviews and trends is so important for us at POPSUGAR. That equals late nights, little sleep and many hours spent in the media centre, but it’s an incredible week.

What have been the biggest highs and opportunities of your career so far?

I’ve been seriously lucky to land this role and it’s given me the opportunity to meet and talk to women I’d never otherwise know. I’m in awe of Olivia Palermo’s wardrobe, so chatting to her about style and shopping would have to be a highlight.

How would you recommend someone looking to follow in your path get started- from studies to work experience, which courses, companies and roles would be the most worthwhile?

Fact: It’s never too early to start and attitude is everything. Everything. My first internship was in high school with Channel Seven and although I wasn’t really sure what I wanted to do, I knew it had to do with media and writing. A string of internships, study and work experience in PR, events, advertising, fashion and media over the next two years really narrowed it down for me – fashion, digital and words are my thing.

Draft a list of your top 20 dream companies and start contacting them offering your time for free. Don’t think you’re above anything – you have to prove you can answer the phone and pack gift bags before anyone’s going to let you write a story. Also, remember practice makes (near) perfect, so read the sites or magazines you want to work for religiously, write your own blog for practice and keep up-to-date with industry news.

Is your skill set something you’ve developed through your work, or have your studies enriched it?

University is definitely important, but I learned 90 percent of what I know on the job. Although I wouldn’t have landed those jobs or internships with out studying.

A Fashion Editor sounds like a glamorous world, sure to draw many young hopefuls with big dreams, but is there any type of person you wouldn’t recommend joins the industry?

The daily life of a fashion editor at a digital publication differs to what the magazine girls get up to. If you don’t have a natural, healthy obsession with the internet and you’re not willing to accept you can (and thus will) work anywhere, any time if a story presents itself, a digital gig probably isn’t for you. If you pride yourself on composing a killer tweet, get FOMO when Facebook goes down and thrive in a fast-paced atmosphere, the dot com world is definitely your bag.

What degree of success in the media and fashion industries do you attribute to who you know versus what you know? Should one be cramming over textbooks, or networking over champagne?

Many media jobs aren’t advertised traditionally, so a great contact can be the difference between hearing about an opportunity and missing it completely. In saying that, good work and a great attitude trump a bulging little black book, every time.

It seems today that so many successful women, while building their career, are also sharing their day-to-day through social media and blogging, creating a personal brand for themselves. Do you believe that this kind of online presence can be important for people looking to build a reputation within your industry?

When you love your job and live on social media it’s easy to blur the line between work and play. Personal Instagram and Twitter accounts are a powerful way to amplify the great work you’re doing for your brand and by default also boost your professional reputation.

Each day it seems new stories are breaking about the publishing industry, with redundancies called and print publications either closing, merging, or moving online. With the rise of online publications, such as PopSugar, do you think there’s less opportunity for graduates in the publishing industry, or such opportunities are just reshaping? 

I’ve never worked in print media, but can say that one minute in the POPSUGAR office will convince any young hopeful that the publishing industry is thriving and packed with opportunities.

Do you envision a continued career in fashion and publishing?


And finally, is there anything you wish you knew when you started out?

It will all be worth it.

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