The fashion industry looks all glamorous – think of beautiful models in breathtaking creations – and fashion design is often a popular career choice for those wanting to merge their creativity with a passion for fashion. However, the industry is also competitive, leaving aspiring designers uncertain about how to establish themselves.
According to the renowned South African designer Diaan Daniels, who has been making his mark in the fashion industry for over 25 years, there are a few steps young designers can follow to establish themselves and have a successful career in the fashion industry. He warns, however, “it’s 99% hard work, 1% glamour, and there’s no room for egos. There are also no shortcuts”.
In terms of education and qualifications, Daniels believes that a diploma in fashion design is often a requirement, but there are also designers without formal qualifications doing incredible work. “Ultimately, it’s about passion and dedication. You can certainly teach yourself, and a good mentor can be invaluable.” He adds: “Also, remember, fashion never stands still, so even if you have a diploma, it’s important to continuously learn new techniques and skills.”
Regardless of their education, he says there are a few traits that all designers have in common. “Successful fashion designers have natural creative intuition, are excellent problem solvers, have discipline and patience, and they never give up. There are many things you can learn, but these traits must be part of your DNA.”
From a business perspective, he explains that fashion design, although creative, is ultimately a business and must be operated as such. “If there are elements you’re not good at, for example, finances or marketing, you should hire experts who can support you. The goal is to professionally present your business on all fronts. Relationships are also extremely important – not only with clients but also with other service providers like photographers and makeup artists, the wider industry, and even the media. Building a network is essential for success.”
Diaan’s tips for aspiring designers also include:
Be authentically you: You can – and should – be inspired by others, but from the outset, you must stamp your unique mark on the industry.
Make the most of learning opportunities: When the opportunity arises to learn from more established designers, seize it. It can help you master certain design elements, but also learn other creative and business skills, thus reaching your goals faster.
Be aware of new trends but stay true to your own style: Know what’s happening in the fashion industry but remember that not all your clients can or want to follow the latest trends. Therefore, keep an eye on new trends and international fashions, but adapt them according to your own style and what your clients want.
Specialize in what you love: The chances of success are better if you do something you love. So, don’t design wedding dresses if you have a passion for men’s clothing. However, be realistic about demand in the market.
Know your worth: Be aware of what the industry demands for your designs, but also remember that people are willing to pay for service, quality, and reliability. People invest in people.
Showcase your skills: Display all aspects of your work so people can see what you’re capable of. Timeless and classic designs are always in demand, but don’t be afraid to take risks and explore other options.
Don’t be afraid of failure: A core aspect of any creative industry is ‘learning and trying’. So, don’t be afraid to make mistakes or occasionally fail – it’s often the best learning experience.
Good quality can be affordable: It is possible to deliver original designs of good quality at affordable prices. But it requires tons of research, patience, and as mentioned before, ‘learning and trying’.
His final advice to young designers? “Protect your name – you only have one.”