Fashion and Career: ELLE Fashion director, Josephine Aakrogh
Name: Josephine Aarkrogh
Age: 30
City: Copenhagen
Occupation: ELLE Fashion Director (currently mat leave)
Josephine, you’re fashion director at ELLE. When and how did your dream of working in the fashion industry come about?
I actually don’t know exactly, but I’ve always swallowed fashion magazines, and my dad would drag home heaps of them from holidays for me – today, he luckily understands why.
What did you study to get there?
I have no further formal education than high school. I usually say that I’ve trained with ELLE. I never really loved school, and the idea of starting a degree only to drop out again never really appealed to me. So, as I was killing time after my high school graduation as a waitress at Sticks ‘n’ Sushi (where I met my current fiancé), I noticed that ELLE launched in Denmark. I’d always dreamed of working at a fashion magazine (but didn’t really know as what), and sent them an application in which I said that they definitely wouldn’t regret it if they hired me. Come January, it’s been 10 years since that day.
Lots and lots of girls dream of having a job like yours, and consequently the competition is hard. Explain what got you in?
I think it’s a mix of good timing and hard work. I was lucky to get in early on and be able to grow with the magazine – I’ve held various different positions matching my competencies and the editorial needs. It’s also important to emphasise that even though we work with pretty clothes and gorgeous shoes on a daily basis, it is still real work, and there are fun as well as less fun tasks – in other words, it is hard to climb the ladder, even in a world that appears so glamorous.
ELLE’s editorial department counts several people, who’ve been there since the launch in 2008 – that’s pretty impressive in an otherwise quite transient industry. What is it that makes ELLE so special that people tend to stick around?
What has been your most important decision so far, career-wise? Has there been a special moment, a special decision, a special networking meeting, which stands out in your mind as a game changer in your career?
What has been the biggest challenge in your career so far?
What does a classic Josephine work day look like?
If you were to pin point one thing, which makes your workday special, the very best, what would it be?
We’re also both part of, as it were, not super environmentally friendly industry – the fashion industry weighs heavily when it comes to waste of ressources, carbon footprint, etc. What are your thoughts on this?
With this in mind, which movements do you see in the fashion industry these days? Are we moving in a greener direction? Are we moving fast enough?
Today, it’s almost impossible to launch a new brand without some sort of focus on sustainability, and I really like that. But it could definitely move faster.
The fashion and magazine industries both move at a fast pace. You’re always months ahead in terms of print deadlines. Over the years, you’ve started to experience increased competition from online platforms, influencers, etc. You have a pretty hardcore fashion week style with lots of travel, lots of destinations, lots of outfits etc. with constant time limitations – two times a year, even, all over the world. It blows my mind! Does it feel like a pressure?
I easily recognise the fast pace that you mention, but I’m trying to not let if affect me negatively. When my schedule is full of fashion weeks and events, I give it space and allow myself to prioritise it above most other things. I know that in these periods I don’t get to train as much as I’d have liked to, and that it doesn’t make sense to have a lot of social events on top of it. I’d rather dedicate myself fully to my job in these periods – especially seeing as fashion weeks are one of my favourite aspects of it.
As part of one of Denmark’s strongest fashion magazines, there’s a certain focus on you as editorial members. You’ve also become influencers, street style icons, etc. You have to be chic wherever you go, whether it’s during fashion weeks, work dinners, etc. How do you balance this? Do you jump into knitted socks and sweatpants as soon as you get home? Or, do you basically live in high heels, with immaculate hairstyles?
I try to not have too many plans at night and on weekends, especially when everything is moving a bit fast. And then I watch a lot of tv shows. I also love cooking good food with my boyfriend. Our little daughter does take up a lot of our time, though🙂
How would you describe your personal style? Do you fall for trends or stick with a more classic look?
What are your 3 best pieces of advice for women who aspire to work within the fashion industry?