Virginia Rowe - founder of Stye Will Save Us - talks to Pecha Kucha
If a little dickie bird had whispered to me last year, that by summer ‘06 I’d have launched an online magazine, I would have laughed in his face. Online? You must be kidding – I didn’t even know how to use my online diary let alone publish a digital mag! But, who can predict what’s ‘round the corner….
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| Aftelier Bottles shown in SWSU |
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And so it happened. At the point of turning 30 (shhh), a vision formed in my head. A culmination of years working in the world of fashion, the dream of doing my own thing and of course my ethical beliefs, all wrapped up in a neat little idea - a ‘glossy green’ style magazine. No more would I (or my fellow ‘glossy greens’) have to hunt in vain for such a publication.
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| DeKas Restaurant
as highlighted in SWSU |
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At last, I had the opportunity to fuse together my passions: fashion, design, organics and sustainability. I knew that it was possible because I could feel my own determination. I was excited. Really excited. So, I jacked in my job as a style agent and producer, waved farewell to my security, salary and probably my sanity, and set to work.
My goal was to produce a fashion and lifestyle magazine with a completely fresh approach. High-end style whilst being totally green – no compromises. Why wasn’t there anything like this already? While the ‘bongos and birkies brigade’ were doing the right thing, their sense of style made me go weak at the knees for all the wrong reasons! My research of cool and glamorous stuff proved that there was an alternative to the ‘alternative’. Luxury holidays, good design and fabulous clothes – they’re all out there, and they don’t have be harmful to me, you or the environment.
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| Sybarite talked about on SWSU |
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My other priority was to be independent from publishing houses – not good for complete control freaks like me! And there was no way that my readers would have to read eco-friendly features next to ads for completely un-ethical brands. It seems completely ridiculous, yet that’s exactly what you find in conventional glossies. Excuse me while I toot my own horn but at least the vision of StyleWillSaveUs.com hasn’t been tainted or diluted and is successfully reaching a green and style savvy audience - and perhaps converting a few people a long the way. With not a mixed message in sight!
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| Ciel Clothing at SWSU |
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Thinking about it now, I feel amazed and a teensy bit (ok, a big bit) proud at how far StyleWillSaveUs.com has come in just five months. It’s grown from 1 person to 4 and has been featured in numerous publications ranging from The Observer to Contagious. There’s still oodles more to do, and of course it’s still finding its feet but it won’t be long before it’s skipping.
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