I dug this interview up last night. Thought I’d throw it on the blog.
I interviewed Teen Vogue’s Mary Kate Steinmiller as part of my senior exit project in high school. For my project I made a small magazine (had a very unpleasant experience at kinkos) and wrote a research paper on what creating a fashion magazine entails. The interview served as part of my research and ended up turning into a feature story in my magazine (which was titled 2.0). I interviewedMary Kate, via email, during Fashion Week, (spring 08 I believe), so you can only imgaine how busy she was at this time. However, she was more than nice enough to do the interview.
Thanks Mary Kate! Your participation landed me an A.
And Thanks Gloria Baume, for putting me in touch with Mary Kate!
image: Teen Vogue
What is the main thing Teen Vogue want to get across to your readers?
Teen Vogue’s Mission Statement pretty much sums it all up:
“Fashion Starts Here. This simple mandate sets TEEN VOGUE apart. Style-conscious girls everywhere know there’s only one source for relevant fashion and beauty news communicated in a sophisticated tone with the power of the VOGUE brand. In a time of expanding media choices, true authority is irreplaceable—and unmistakable.”
Ultimately, Teen Vogue is the leading fashion source for young girls, maintaining the quality, authority and reputation of the VOGUE brand, combined with the energizing, refreshing, innovative viewpoints of a younger audience.
How does the Teen Vogue staff decide what articles, photos, etc go in each issue?
It is a long process to put together each issue. The efforts are a collaboration between editors of different departments such as Fashion, Beauty, Entertainment, Features, Art, Copy, Research and Photo, all overseen by Amy Astley, the editor in chief, and Anna Wintour. The different departments work together to create flawless layouts, cohesive pages and a solid complete issue. From the very first shoot notice to the final sign-off at the printer, an issue is consistently evolving, changing and modified. In the fashion department, after visiting the shows each season, we meet to discuss what we have seen, create a trend book of images and notes regarding relevant trends that dictates the direction of the fashion shoots that will take course over the year for upcoming issues.
How long is the whole process of producing an issue?
The whole process can take up to two months. Shoots for an issue usually take place anywhere between a week, or 2 months ahead of an issue’s final release date. For fashion stories the process follows this path:
- Decide on a story (up to 2 months ahead of issue release date)
- Hire photographers, stylists, talent, book location
- Stylists create inspiration and request boards (1 week prior to shoot)
- Fashion market editors cover the market to pull clothes for the shoot (1 week prior to shoot)
- Stylists work with clothing to create looks (3 days prior to shoot)
- Run-Thru occurs – Editor in Chief approves styled looks and direction of the shoot (1 day before shoot)
- Shoot occurs
- Clothing from shoot is returned to showrooms, shot pieces are identified
- Film from shoot comes in, and shots for the magazine are chosen
- Layouts including photographs, art, and copy are created
- Credits for shot clothing are requested and included in the layout
- Research and Copy approve text on pages
- Editor in Chief approves final layouts
- Story goes to print!
- Issue hits news stands (about 1 month after printing)
How hands on is the editor-in-chief in producing an issue?
Every page that is in the magazine is approved by Amy Astley. She is the authority of the magazine and everything must meet her standards. However, it is not just about signing off on the final layout of a page. She is active in the planning process for stories, shoots and layouts. She is consistently in communication with editors and influences all decisions that are made. It is important that each issue aligns with her , and vision for the success of the magazine and the Teen Vogue brand.
How does Teen Vogue know what readers want to read about/see in the magazine?
Teen Vogue is consistently in contact with its readers. We pay attention to letters readers send in, we scout young girls at events and parties, and stay in touch with IT Girls on the Teen Vogue website. Aside from being in touch with the fashion, entertainment, beauty and health stories that readers want, Teen Vogue is also strives to be a step ahead of the trends. The magazine aims to report on the celebrities, bands, designers, styles, and products before anyone else, exposing readers to something new to get excited about out. Our “People are Talking About” and “Beauty Opener” stories often reveal new designers, actors and bands before they become stars.
What is the most important component of a magazine?
The most important component of a magazine is the talent behind the pages. Teen Vogue has a team of incredibly intelligent and creative trendsetters with an eye for the stories, fashion and images that give energy to the magazine’s pages. Without the collaborative effort of the editors, assistants and associates at the magazine, Teen Vogue would not be where it is today. Collectively we share a vision of what Teen Vogue is all about and that fuels our work each day.
How did you get to where you are now?
My history with Teen Vogue started five years ago as a lucky intern! During my first year at Parsons School of Design, I interviewed for an internship with the fashion closet at the magazine. After proving myself as a dedicated and reliable intern, I asked if I could come back after the standard intern term of one semester. I wanted to be at the Teen Vogue offices as much as possible, and would come everyday after my morning classes. After a year in the fashion closet, fashion director Gloria Baume took me under her wing as her intern. Soon, I had interned at Teen Vogue for 3 years and was about to graduate from college. Luckily, the fashion assistant at that time was moving on to another magazine and before even graduating, I was hired! After a brief stint as the Fashion Assistant, covering credits, requests and the swimwear market, I was promoted to Associate Fashion Market Editor, my position today. I love Teen Vogue and couldn’t see myself at any other magazine. It has been five years of hard work and dedication, but it has certainly paid off.
Is there a lot of pressure being in such a deadline-driven field?
We are consistently dealing with deadlines, quick turnaround and time constraints. Its essential that we are always on our toes and ready for any shoot that may come up. You cannot let yourself get stressed out because nothing will get accomplished. Many times shoots come together at the last minute, and its the last minute requests for the perfect white eyelet dress the night before a shoot that pulls everything together. There are times where things are slow, and actually that’s when work is boring. The most exciting weeks are when we are running around non-stop because of a multitude of shoots. As long as you are organized and aware of deadlines, everything will fall into place.
If you were to give some words of advice/tips to someone trying to break into the fashion magazine industry, what would they be?
There are three essential tips that I believe are the keys to breaking into fashion editorial. The first is to get experience in whichever way you can. Not everyone can be an intern at Teen Vogue, or work for a designer in NYC, but that doesn’t mean you cannot get experience. Ideally an internship is key, but so is working retail, organizing a fashion show at your school, working for a local magazine or newspaper, or taking a fashion design class. Any way that you can expose yourself to the industry gives you knowledge and tools to succeed. Secondly is to indulge in industry news in all forms. I am often frustrated when I go to the newsstand because I find that I have already read every fashion magazine on the rack! Reading fashion magazines and trade news is essential. Vogue, Elle, W, and V are great, and I especially love international editions of fashion magazines. Additionally subscribing to WWD is important, as is reading fashion blogs and checking up on Style.com. Being well-read and well-versed in the industry sets you apart from those who think they know about fashion merely because the like to shop. Finally, You have to be a hard worker. I have seen many stylish girls say they have a “passion for fashion” and expect that that is enough to get them into the industry. Working for a fashion magazine means long hours, consistent deadlines, demanding requirements and dedication. Though amazing its not always glamorous, and you have to pay your dues doing the photocopying, endless clothing returns and errands before you get the perks. If you love the fashion industry enough to work as free labor as an intern, spend hours reading up on industry news, and proving yourself as a dedicated worker, you are bound for success in the fashion editorial realm.
Please describe your role as an associate fashion market editor at Teen Vogue
As Teen Vogue’s Associate Fashion Market Editor, I am responsible for covering the young contemporary, new designers, denim, advertisers, Los Angeles, swim, lingerie and vintage markets. During the week I run to appointments at showrooms to photograph and pull clothing for the many shoots that Teen Vogue produces Throughout the year, I attend trade shows in Miami, Las Vegas and San Diego that represent new designers, as well as the shows during twice yearly fashion week in New York.
Did you always want to be in the fashion industry?
I have always been creative as well as well-read and interested in writing. In college I knew I loved fashion as well as journalism, and determined that fashion journalism was the path I wanted to pursue. As any girl in this industry, I spent days dressing up my Barbies, and started reading Vogue at an early age, but it wasn’t until my internship with Teen Vogue that I knew it was the right industry for me. The moment I knew I needed to set goals for myself to ensure that I would someday work for Teen Vogue was my first fashion show. It was in the Fall of 2005 when I attended the Cynthia Rowley show with fashion director Gloria Baume. She let me sit with her in the front row, and at as the photographers shot the models as they walked down the runway, I knew I wanted to be just like Gloria and have attending shows be my job.
