You’re a fashion writer, fashion presenter on Network Ten’s The Circle and a writer and editor for The Slattery Media Group. Tell us a little bit about your background, and how you got the great gigs listed above.
I’m a print journalist by trade.
My first journalism job at 18 was writing columns about women and young people in harness racing for an industry newspaper. My father is a racing journalist and I grew up at the track, so it was natural that my first little gig was following in his footsteps.
I studied journalism at RMIT University and at 19, I got my serious break.
I submitted a racing story, about a priest blessing champion racehorse Northerly, to the Herald Sun newspaper. I wrote it as a feature for uni but thought I’d have nothing to lose by emailing the copy to the Herald Sun’s then editor-in-chief Peter Blunden, offering it for publication. Peter published that Northerly story, my first news yarn, invited me to intern in the newsroom, and has been a supporter of my career and a great mentor for the past 10 years.
I applied for a Herald Sun cadetship when I graduated uni in 2003, but I missed out. I was young and green. Instead, I was given a full-time job as the copy kid in the paper’s sport department. I researched stats for the senior writers’ stories, ran errands, covered AFL training, wrote about the country and VFL leagues and had one of the best years of my life.
I completed a Herald Sun cadetship in 2005, and worked across the bread and butter rounds—police, courts, education, state politics— but it took several years for me to discover fashion journalism. I loved fashion by way of a hobby. I kept scrapbooks of beautiful photography and outfits that intrigued me. I studied shapes and proportion and learned all I could about designers, but I was a newspaper journalist and there weren’t the same opportunities for fashion writing in Melbourne that existed in Sydney. I didn’t imagine it could be a career for me.
A change of editor created a prominent fashion department across news and features, and suddenly I could combine two passions—style and journalism. I put my hand up to be fashion editor for 12 months as a maternity leave position. When the editor returned, I resumed as fashion reporter.
In 2009, the Herald Sun asked me to audition for Network Ten’s national morning show The Circle, to promote the newspaper’s fashion department to a new audience. I have done two seasons with the show, entering my third this year, and it has changed my life in many ways, for the friendships I have made at Ten to the confidence I have gained through learning to do live television and seeing the production side of the program. I chat on the couch weekly about trends and how everyday women can interpret them in an affordable way, and sometimes I film stories in the field.
I left the Herald Sun in May last year but continued with The Circle and joined The Slattery Media Group, a Melbourne publishing house. I am a writer and editor in the books division and have projects due for release later this year. On the side, I have a blog, emilypowerfashion.com, as an extension of what I do at SMG and The Circle.
I would not change my path to fashion journalism. Working as a news reporter taught research, interviewing and writing skills I otherwise would not have. I know it is strange for a fashion writer to come from a background such as mine, and I am not sure what some parts of the industry think of me—a fashion writer who started in footy and used to cover court stories—but it was the best possible training ground.
Backstage at The Circle, last show of 2011
What is it about fashion that you love?
I love the theatre and the transformative effect of dressing up. The creativity and talent in the industry amazes me and you can’t match the sensation of putting on a piece of artistry that changes your body and evokes an emotional reaction. I had that experience a couple of years ago. I’d been unwell, with a large borderline malignant ovarian tumour and I gained weight after the surgery and during the six months of rest from work.
When I shed the weight, I ventured into sass and bide to try on a few dresses for a David Jones cocktail party. I wasn’t expecting to be able to pull off of their designs. I hadn’t been in great shape and there were side affects from the surgery, like hot flushes and scarring, that left me feeling uncomfortable and unattractive. My self-esteem was pretty low. I’d had to wear baggy clothes before and after the surgery because I couldn’t wear garments that pressed on my abdomen.
For experiment sake only, I put on a gown with daring side splits, exposing the full leg. I was surprised how well it fit and suited my body. I got emotional, because I’d felt unwell and unhealthy for months. The sales assistant came in and I explained to her, “in this dress, I feel good about myself”. I want readers of my blog, or my books, or viewers of The Circle, to have those same moments of feeling terrific about themselves when they wear a piece of clothing. It is my main motivation and the reason why I select certain products to endorse or feature and not others. Fashion isn’t frivolous and it has nothing to with spending a lot of money, or silly remarks like “orange is the new black”. For me, it’s about admiring the mastery of the designers and knowing what cuts best suit you so you can experience wearing something that makes you feel wonderful.
I am not different to any other shopper. I have a budget and my own body quibbles—I just commentate and communicate about fashion for a living.
The best part of my job is when a women tells me she feels better about herself after trying one of my tricks or tips, or buying an affordable piece of clothing I recommended.
You’re currently writing your first book – the ultimate Melbourne fashion shopping guide. What’s the process like? What inspired you to create such a book?
The idea for The Fashionista’s Guide to Shopping in Melbourne belongs to my boss, publisher Geoff Slattery. He approached me after I resigned from the Herald Sun to discuss a vintage fashion guide to Melbourne. During those discussions we realised there was potential for the book to expand beyond vintage and embrace the city’s best retail.
I have been inspired by the personalities in the industry, who I collaborate with and who have shared their knowledge with me. The book is a celebration of unique and special retailers, a style profile of the city, with directory listings of the finest stores across a range of shopping categories, celebrities sharing their favourite Melbourne shopping haunts and broader profile pieces on interesting and significant personalities in the industry—bloggers, retailers and stylists.
The concept has been embraced by the industry and we are exploring possible partnerships. The process has been exhaustive—months of research and talking to people in the know about what should be included, making lists, and shuffling and tweaking.
The manuscript is a pleasure to write—I’m learning so much as it as develops, because it is not possible to know all of the city’s shopping secrets. Slattery Media looks forward to launching Fashionista in September this year.
I’m also working with a dynamic young team to grow new look Mag, a street press music, culture and lifestyle publication created by SMG, which has a new editor, a new vision and a new fashion section.
Do you have any favourite Australian fashion labels?
I adore Gary Bigeni and Fernando Frisoni. I love the uncomplicated drama and impact of their tailoring—it is so smolderingly sexy. I am also mad about Toni Maticevski (one of his garments was the first designer piece I splurged on) and Alexi Freeman, a very exciting young designer whose high-octane fabrication and glam rock aesthetic—like his reversible sequin tux jacket from last winter, or his gold foil mini from this season—is so fun to wear. I am also a fan of White Suede, Yeojin Bae and Leonard Street for everyday. I like their shirts, jackets and skirts for workwear. I wear a lot of a young designer Jacqueline Hunt, who is giving her business a break after having a baby. I am eager for her to return and create a new collection. I also have a lot of respect for Julie Simonelli, a talented bridal couturier in Melbourne’s Fairfield who every year creates show-stopping, sophisticated Brownlow medal gowns that aren’t chintzy.
At the moment, I am obsessed with Trelise Cooper’s Dakota Chopper Girl black leather, slim-fit jacket with knitted panels and gold studs on the sleeves. I intend to wear it on The Circle soon.
On a fashion shoot at Werribbe Zoo in 2010
You’re an ambassador for the Melbourne City Romp. Tell us what that’s about.
I am honoured to be part of the Melbourne City Romp, which is the first time I have been involved in such a way with a charity. The March 25 event around Melbourne is part race, puzzle and treasure hunt, and the money raised by Romp teams goes to the Burnet Institute, a communicable disease research organisation.
I will be judging the Romp’s fashion competition. Rompers are encouraged to dress up in their zaniest costumes and I will dish out prizes for the most creative.
Funds raised by the annual Romp help Burnet’s research into vaccines for HIV, TB and malaria, which afflict poor and vulnerable communities
My fellow ambassadors are Burnet Institute ambassador Harry O’Brien (Collingwood Football Club), Nick Bracks (model and TV personality), Em Rusciano (The Project), Mike Larkin (weather presenter, Ten News) and Leah di Niese (Offspring/TwentySomething).
I am hoping to get support from retailers and friends in the fashion industry for the Romp costume competition—they can contact me through my blog to learn how we can use their assistance.
Will you be attending the L’Oreal Melbourne Fashion Festival? Any hot tips?
I will be attending this year for the first time without an evening newspaper deadline to meet, so it will be for both work and pleasure—to get across the significant aspects and trends of the new collections, but also to enjoy the spectacle. The festival’s new CEO Graeme Lewsey was one of the first executives I met (he was then the marketing and communications boss for IMG in Sydney) when I started in fashion. He is a gentleman, I hold him in high regard, and I am looking forward to the direction he takes LMFF this year.
My hot tip is for fashion lovers to try to get a seat to the Alex Perry parade on March 9—his catwalk events are more rock concert than fashion show, and it will be a who’s who spectacle. I am looking forward to L’Oreal Paris Runway 3 on March 11 with Gorman, Neveka, Limedrop and Leonard Street, and Runway 4 on March 12 with Dion Lee, Gary Bigeni and Josh Goot. I also recommend the annual Herald Sun Marketing Breakfast. The keynote speakers are always spirited, fascinating and engaging. The Sofitel bento breakfast is not bad, either. It is great networking and learning opportunity.
Other tips—wear ballet flats so you can zip from show to show (you will see most media are wearable sensible footwear), enjoy the champagne, sneak in a burger because canapés in the evening don’t count as a meal, and share your goodie bag haul with your friends.
What does being Australian mean to you?
To me, being Australian is to be patriotic but not blindingly so and at the expense of our sense of fairness.
Being Australian means appreciating the fortune we have—prosperity and peace—and being rightly proud of the community we are, but not resting, settling or accepting it when all are not afforded the same fair go, such as marriage inequality, which disgusts me, and the unacceptable treatment of refugees.
Where are your favourite places to travel to and visit in Australia?
Several years ago as a junior reporter, I followed the Commonwealth Games baton relay for weeks around Victoria to cover it for the Herald Sun. I saw beautiful parts of the high country and stopped in tiny towns I might have otherwise driven through. I had the chance to meet the locals, try the parma in every country pub and see so much of my home state.
I love the Mornington Peninsula around Red Hill and I recommend the Peninsula Hot Springs for an indulgent break that is only a short drive from Melbourne.
I intended to sail the Kimberley coast with my family last year, but I was unable to have time off work. I would still love to do that trip.
I know it is not adventurous, but as a big city girl I really love Sydney, especially Hyde Park. Whenever I visit, I like to take a moment to sit quietly and enjoy it.
