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A Feel For Fashion: Annika McVeigh

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Annika McVeigh will say she works in brand strategy and as a communication consultant. Yet her career spans a roster of impressive roles in three of fashion’s capitals – and is a testament to how brands value her strategic thinking and long-standing relationships with the media. Her first taste of media was as a young fashion assistant at British Vogue, and made a bold move to work with Hussein Chalayan as the visionary London designer was making his mark. In New York, she was VP of communications at Prada and her years in Paris have included director of communications at Comme des Garçons, Celine (during the Phoebe Philo years), Azzedine Alaïa and Carven. She is currently a consultant on brand image for Bottega Veneta, coinciding with Louise Trotter’s debut.

Where do you look for new ideas or voices in fashion? 

By listening to music, reading different quality newspapers and interviews, walking in cities and in nature. By being attentive to the world and people’s lives. By being an observer and even by disconnecting. 

How essential is heritage and/or a distinctive identity in contributing to a brand’s success? 

A distinctive identity is crucial, and heritage is very nice if you have it.

What do you enjoy most about Paris Fashion Week? 

The energy it gives the city.

How would you define chic in a contemporary context? 

Good manners, an open minded view on the world, and a clear sense of self.

There seems to be more overlap between fashion/entertainment and fashion/sports than ever. Thoughts?  

As long as it’s a genuine collaboration with shared common values, then why not? 

Tell us something surprising about how you got to where you are today? 

I didn’t go to university or fashion school. I left art school at 20 and took a bus to Paris with a few savings. I had to be in Paris, which was for me the centre of it all… I had no idea about different métiers, just sheer and utter determination to be involved with magic and dreams. 

Can you share a mantra that speaks to this moment in time? 

Try to find joy and beauty even in difficult and dark times. 

This interview has been lightly edited. 

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