MAGIC is one of the largest fashion showcases in the U.S. Designers, buyers and editors all attend the show with their eyes on what’s to come for the next season. In preparation for his attendance, we caught up with Christopher Kim, Fashion Market Editor at Yahoo Style, to see how he preps the tradeshow and prefers to work with publicists and brands.
What are you most looking forward to at MAGIC?
This is my first MAGIC and I’m very excited. As a market editor, I’m looking forward to expanding my knowledge of brands that I might not be familiar with. At Yahoo Style we’re always looking to cover the next best thing and I want to meet the future trendsetters.
What are some topics you’re excited to touch on during the He Said/ He Said panel at WWDMAGIC?
The “ugly” sandal was a hot discussion in the Yahoo Style office. People seem very torn on whether this is “in” or “out.” I’m mostly looking forward to discussing all of the trends with Alex given his experience in the industry. I imagine we’re going to have some differing points of view, which always leads to a lively conversation.
How do you prefer to hear from brands? Before/after the show? What do you look for?
Depending on my relationship with the PRs/brands I usually prefer to get in contact with them after seeing the collection. It gives me a better understanding of what I'm working with. Relationships are extremely important in this industry so whether I've been in contact with them for years or a couple of days, I try to still keep those relationships current.
Relationships are extremely important in this industry so whether I've been on contact with them for years or a couple of days, I try to still keep those relationships present.
As the market editor for Yahoo Style, how do you plan to navigate the show? How does your process for MAGIC differ from attending New York Fashion Week?
I hear it’s very overwhelming! During NYFW I tend to only attend shows where relationship already exists or there are opportunities to work together. At MAGIC I’m excited to meet with new people and discover new brands.
What is the best way for a brand or publicist to build a relationship with you?
The way I usually build my relationships with press is by getting to know them on a one on one basis, whether it be a phone call or discussing future projects over drinks.
What are you interested in covering right now?
On Yahoo Style, we're currently focusing our attention on Fall 2015 trends as well as our annual denim guide which comes out in mid-September.
What is a guarantee that a brand or publicist will never hear back from you
Relationships are important so even if a brand/PR doesn't hear from me right away, I always try to get back to them with an answer as soon as possible. The best way to move forward is to get in contact with me. Offer me something new and exciting.
What do you wish people knew about your job?
One thing I wish people knew about my job is that its most of the time it's not glamourous. Sure, we have our occasional fashion shows and parties, but most of my time is spent on my computer creating trend reports and making sure our readers are fully engaged with our publication.
What are 3-5 of your favorite women’s fashion trends right now?
- Resurgence of 70’s bohemian as seen in recent Chloe and Isabel Marant collections.
- Continuing trend of gender fluid looks – for example men’s tailoring on women.
- I’m loving the brooch – the brooch is back!
- Patchwork – we saw patchwork dresses in Chloe and boots from Tom Ford.
Do you have 3 shopping staples for Spring 2016?
Staples never change in my opinion. Personally, I’m a t-shirt and jeans person. The men’s shows are always a good indication of what we can expect for women so I think we’ll see a lot of Eastern influence, sheer and lace.
Yahoo Style aims to remove the frustration and intimation from fashion. Our coverage is aspirational but accessible like that supportive friend who has killer style and loves sharing it.
How does Yahoo Style’s POV stand out in a sea of fashion sites?
Yahoo Style aims to remove the frustration and intimation from fashion. Our coverage is aspirational but accessible like that supportive friend who has killer style and loves sharing it. Also, unlike most digital publications, we’re unique when it comes to our cover shoots. We put together incredible shoots on a regular basis because we’re not held to the typical monthly calendar of a traditional glossy publication.