genevieve likes: 2011

Recently I interviewed the infamous Damien Woolnough - online fashion editor of Australian Vogue.

Damien Woolnough was conceived on a fur rug - and he still has it.

For Vogue Australia’s online editor, fur will always be a part of fashion.

So much so, that when he visited Dunedin last week to judge the Emerging Designer Awards as part of iD Fashion Week, he spent part of his time scouting shops for a “politically incorrect fur” just to brush up against.

“It’s hard not to sit at a Fendi show and be amazed at the artistry around fur,” he said.

Controversial fur is back on the runways of Europe and America, along with ethical issues over its use, and the use of Merino wool.

“I think the fashion community is doing its best to address those concerns especially with Merino wool.

“People need to become cool-headed when discussing these issues.

“It’s hard not to become emotive, especially where animals are concerned, but sometimes, I think we can become a bit too heated.”

Woolnough said concerns were often valid, but fur was hardly ever seen on the pages of Vogue Australia as it does not go with the Australian culture, or climate.

“There are a lot of people with solid, passionate and valid beliefs around that.

“I would hate to see farming of animals in a cruel fashion and hope there are ethical constraints around that.”

It is, however, a part of the American and French culture, where fur clothing and trim can be seen in Vogue publications in these countries.

The 37-year-old was interviewed at the end of Dunedin’s iD Fashion Week.

He arrived in a checked shirt, casual cotton pants, a knitted grey scarf and hi-rise leather ankle boots.
His classic navy-blue blazer with brass buttons gave the outfit a fashionable “pre-loved” edginess.

Woolnough said he grew up reading the pages of Vogue and Harper’s Bazaar and said working at Vogue Australia has been the pinnacle of his career – working for the best of the best.

He reflected on a time in his career where he contributed to magazines such as Harper’s Bazaar and In Style on a freelance basis from a friend’s cattle farm in central New South Wales.

He said he is fond of that part of the country and still owns a house there.

While Vogue Australia prepares for Australian Fashion Week, Woolnough is preparing to leave his position next month to become fashion editor at The Australian newspaper.

The new role is opinion led and he is excited about sinking his teeth into some issues in more depth.
The Australian and Vogue Australia are owned by the same group, and Woolnough said he would be able to write for both publications.

Woolnough started his journalism career more than twenty years ago, writing first for local newspapers in his birth city of Melbourne, before writing news for Herald Sun.

“You have to write for the small local newspapers,” he said when asked to advise aspiring journalists.
“Just get published.”

Vogue Australia’s website has remained virtually untouched for 18 months and its redesign was high on the agenda for whoever replaces him.

“It needs a big kick up the rear,” he said.

The site received about one million new user visits, and six million page impressions, a month.
An updated online presence is crucial to the overall success of the magazine, Woolnough said.

“The internet is full of lots of difference voices. There’s lots of noise.

“People are going to continue to return to respected brands and voices for authority and direction.”

Woolnough believed other pubications would follow the lead of The New York Times, which launched a pay-for online version of their print edition.

“People will be paying more and more for expertise and opinion.”

He loves blogs and follows some fashion ones closely – but he had no intention of starting his own.

“I think it becomes tricky when you are employed to have an opinion, and then you create something on the side. It can get you into trouble.

“Blogs are a great way of developing your sensibility and style.”

Cathy Horyn, a journalist for The New York Times, balances her commitment to the newspaper with her blog, On the Runway, he said.

“I would like to replicate something like that at The Australian.”

When asked what New Zealand designers he paid most attention to, Woolnough laughed and said his answer sounded cliché.

“Kate Sylvester and Karen Walker are so prominent.

“Karen’s accessories are fabulous and her sunglasses are insane.

“They’re the best.”

He said he keeps an eye on what they are doing in the fashion industry, as both designers understand their customer by offering the very best designs every season.

“I respect that.

“It’s hard to hang around in this business for as long as they have and make the impact that they have.”

Damien Woolnough begins his new position as fashion editor at “The Australian” newspaper in May.