Where do you look for new ideas or voices in fashion?
I turn to institutional platforms like the ANDAM Fashion Awards, the Woolmark Prize and the LVMH Prize, which consistently spotlight cutting-edge talent shaping the future of fashion. I also explore the emerging design scenes in cities like, London, Berlin, Copenhagen, and Seoul, where fresh, authentic perspectives are thriving. Social media, particularly TikTok and Instagram, is invaluable for discovering unique voices, trends, and grassroots movements that reflect what resonates with Gen Z and younger audiences.
What feels unexpected about the industry in 2025?
Fashion has embraced technology like AI-driven design, which can push the boundaries in terms of creativity. With smaller budgets you can now resonate more. But [fashion] has also returned to craftsmanship and local production in response to Gen Z’s call for authenticity and sustainability. The integration of purpose and activism into brand storytelling, not as a trend but as a necessity, is something that catches me.
What is the most significant change you are seeing in fashion right now?
The shift toward purpose-driven fashion stands out. Brands are no longer just selling clothes; they’re offering narratives. They are becoming lifestyle brands, offering a second life to clothes, aligning with social causes, and creating communities. Gen Z’s influence has made transparency, diversity, and ethical practices non-negotiable. This change has democratised the industry, empowering emerging designers and smaller labels to compete with legacy brands.
What defines men’s elegance in a contemporary context?
For me, men’s elegance is defined by confidence. It’s no longer about rigid rules about mixing classic tailoring with personal, modern touches. Elegance now means embracing genderless fashion, sustainable materials, and thoughtful self-expression
What is your favourite way to compliment someone’s style?
I often say this (and I mean it): "It suits you very well.” It’s a way of appreciating not just their outfit but the confidence and authenticity they bring to it. True style is as much about the person as it is about the clothes.
Tell us a surprising story about how you got to where you are today.
I always had an interest in fashion and the ecosystem. I actually started back in the early 2010s co-creating a menswear label which did not survive. I then switched to communications, starting to work for a big group. It was during Covid that things started to have purpose for me: I focused a lot on ANDAM and started to create strong connections with the emerging scene and strong creatives. At some point I was often getting the comment: “Why don’t you do your own thing?” This stayed in my mind and I finally decided to create Spread the Word, a communication agency based on three pillars: Advising, PR & Events, VIC activations.
Can you share a mantra for the coming year?
“Authenticity is the new luxury.” I strongly believe you can only build with a purpose that is authentic and with meaningful synergies.
This interview has been lightly edited.
