Interview Of The Week – Daniel P Dykes from Fashionising

Discover, learn and be inspired.

You co-founded Fashionising.com in 2007. Tell us what Fashionising is about.

Simplified, Fashionising.com is a community for everyone who loves fashion. But we’ve built it to be more than that. For people who simply love fashion it’s a way of discovering new trends and labels. For those in the industry it’s a site you can use to promote yourself, whether you’re a budding stylist or designer. Then there’s the networking side of the site where photographers, models, and casting agents can use Fashionising.com to get their projects off the ground. We’ve been lucky that it’s received some big interest with Australian Fashion Week shows having been cast through it and the likes of Zac Posen becoming members.

What challenges did you face in setting up Fashionising.com?

Finding the right formula. Though we launched Fashionising.com in 2007, we’d been experimenting with its format and features since 2005. In that time it was everything from an invite only community to a magazine. It wasn’t until December of 2006 that we were really confident that we’d got the formula and direction of the concept right. Then the rush was on to really get the site together – we gave ourselves a launch date of March 2007 to coincide with Melbourne Fashion Festival. Getting a custom-made site together in three months is no easy task, but our two years of experimentation allowed us to understand exactly what was key to our launch, and what could come after.

What advice would you have for anyone wanting to launch their own website?

Don’t. Just kidding.

I often act as a consultant for people looking to set up websites and no matter which industry they’re in, be it the fashion industry or political lobby groups, time and time again I see them all face the same dilemma: time. Launching a website takes a hell of a lot of time, but making it a success takes even more time. A lot of people I deal with are under the impression that you can start a really simple site and once its on the Internet the crowds will flock to it. That couldn’t be farther from the truth.

The reality it that if you’re looking to launch a website, you’re going to want it to be successful. That means understanding programming techniques, interface design, and search engine promotion. So simply ask yourself if you really have the time to invest in all that and still run and develop your core business.

Why do you love fashion?

For the effect it can have on a person’s character. For a lot of people, the charm of fashion lies in the label. That doesn’t interest me in the least. Certainly a label can convey some essence of quality and class, but we’ve seen from a number of them that it’s not always the case (looking at you Louis Vuitton!) Rather, I like the fact that a well cut suit can give a guy an air of confidence, while a hot little dress can make a girl feel utterly sexy. We wear clothes on the outside, but the right clothes change the way we feel on the inside.

What are your favourite labels/designers?

For the most part I’m an absolute sucker for old fashioned elegance, but with added detail and flair. For that reason my wardrobe is full of Paul Smith. His suits epitomise what I really love about his work: elegant, classic cuts with a quirky lining. It’s the finer details of his pieces that I really love.

Paul Smith aside, and it’s hard to see beyond him as he was my first great addiction, I have a real love for Ralph Lauren. There are some really eclectic pieces in his ranges that I just don’t get, but at the heart is a very English brand which really appeals to me. Whether it’s a Black Label suit (British rolled shoulder, horse hair lapels) or something from his cheaper Blue Label (shooting jackets, and shawl neck sweaters) I can always find from his range to wear in every situation.

Though I seldom wear any of it, I also have a lot of respect for many of Australia’s ’street’ labels. Trimapee strikes me as the most obvious – they’ve managed to become commercial, without ever losing their quality or their essence. That’s rare in an industry where most of the staples and luxury houses have actually sold out and are trying to make a quick quid from over-monogrammed pieces.

What are your hobbies/interests?

I’m an equestrian addict, whether it’s jumping or polo (the latter is the most expensive way I’ve found to attempt suicide). And travel. I get bored so damn easily and travelling, particularly through Europe, is the perfect escapism. Throw history into the mix as well – I’ve always had an utter panache for history, the things which have come before us are often far more interesting than what is going on in the modern world.

Which celebrities/public figures do you admire? Why?

Sir Winston Churchill, Margaret Thatcher, Jeff Kennet, and H.M. The Queen. They probably seem like a strange group of people for someone still in their early twenties to admire. Certainly, none of them have been twenty in a long time and don’t generally appeal to people my age, but they all personify characteristics which I can only admire. In the three politicians you find the courage to stick to one’s guns – Churchill best represents that; two minutes of stubborn silence from the man changing the course of the 20th Century. And in Queen Elizabeth II you find someone who keeps on keeping on because of a sense of duty, a quality greatly lost from today’s culture.

You live in Melbourne. Where are your favourite places to shop, eat, drink and enjoy?

For me Melbourne’s pulse is down its historic alleyways, which suits me fine as I detest modern architecture so you’ll seldom find me anywhere near the likes of Melbourne Central or QV.

If I’m feeling peckish you’ll find me down arcades and alleyways such as Centreway and Degreaves Street which cater to both cravings for a quick bite to eat and a sit down meal. Though I’ve also recently found that David Jones’ food court is a weak spot for me.

Shopping wise expect to find me wandering up and down Collins Street, which you can’t surpass if you’re after luxury, or getting lost in one of the city’s many boutiques. I just wish we had more vintage boutiques that catered to gents!

And what do I avoid in Melbourne like the plague? Myer.

Visit fashionising here.