‘You can’t dwell on your highs in an industry as fast-paced as fashion’
Caroline Rush is CEO of the British Fashion Council.
‘Igot my break into fashion in 1998, when I started working for an agency that handled marketing for the British Fashion Council. When I had my daughter, we moved back to my home city of Manchester, so she’d grow up surrounded by family. I set up my own PR agency with a friend, but when the BFC came calling, I jumped back in and became joint CEO in 2009.
I think my biggest achievement has been transforming the reputation of London Fashion Week. It has become a leader in creativity and innovation. We also have programmes to develop young designers and work with government departments to promote the British fashion industry.
The most satisfying part of my job is helping a talented designer to flourish by introducing them to a brand or editor who will champion them. Our programmes, Newgen, The Fashion Trust and Fashion Fund, have helped designers including Erdem, Giles Deacon, Christopher Kane and Roksanda to grow in the early stages, something I’m very proud of. Now, many have their own stores and are competing with global brands.
I’m competitive but also down to earth, practical and, I’d like to think, encouraging. The BFC is a team of 48, but we have an extended family of people we’ve worked with. Reflecting on success is nice, but you can’t be caught dwelling on your highs in an industry as fast-paced as fashion.
I know which designers make clothes that suit my body and I tend to do my shopping from Roland Mouret, Peter Pilotto and Roksanda. My staples are black jackets, black jeans and boots.
Digital is driving us forward. It’s a gift, because it allows businesses without big budgets to reach their customers. But the expectation that you’ll talk to your online audience in exactly the right tone adds pressure. We work with Google, Facebook and Instagram to help designers use them in the best way. When there’s so much noise and content, how do you stand out? Being authentic and agile is key.’
My 2019 trend prediction
Uniqueness makes British design stand out. I love seeing brands like JW Anderson and Simone Rocha build strong product identities. Next year, I’m looking forward to buying the Roksanda 2019 resort collection and a fabulous Preen dress that we saw at London Fashion Week in September.