As part of our SPOTLIGHT on… series we interview our Old Vikings to hear about life after Shiplake College. We delve into what career paths they chose and what influenced them along the way.
Danika Quirke (05B) has worked in fashion for over 10 years, most latterly for Burberry, in London and Paris. She chats to us about fashion, what inspires her and how her time at Shiplake shaped her passion for fashion.
What are your earliest memories of being interested in fashion?
I was always interested in fashion and style, my earliest memories are probably from my late mother who was to me my style icon, she had such an eye for all things beautiful and had such a unique style. From as long as I can remember we were always out shopping from designer to charity shops on the look for something special.
How did Shiplake or what you studied influence your passion for fashion?
Shiplake really ignited my desire to pursue my interest in fashion and design. I had originally been offered an unconditional offer to study at the London College of Fashion but made a last-minute decision to take an offer up at Shiplake instead, where both my brothers also studied. I still stand by it was my best decision as it allowed me to further develop my art in their amazing department but also complete my further education (A levels) to really understand what I wanted to do. I later went on to study at Leeds where I completed my art foundation and then my 4-year degree at Loughborough where I studio printed design textiles. Shiplake was a real driving force behind this and helped me navigate my career choices.
What field of the Fashion Industry do you work in?
I work in the Commercial team at Burberry overseeing our global showrooms in London and Paris. I am responsible for the wholesale operations and sample management for the business, running the selling seasons where we invite all our wholesale buyers, VIPs, press and special guests to view and buy the collections. I work on the strategy planning of each selling ceremony and following these I then work with marketing and wider stakeholders to execute the collections for all marketing activation. I have a wonderful large team who help me make the magic happen!
What was it about the fashion that drew you towards a career in the industry?
I always knew I wanted to work in fashion from a very young age, I was always obsessed with beautiful clothes and imagery. From as young as I can remember I collected vogues and would get inspired to make my own clothes. I believe clothes determine how you really feel, they can give you a sense of belonging and confidence. As Anna Wintour always says “If you can’t beat your competition, just dress better” …
Fashion is a notoriously difficult field to break into – how did you navigate your way into the industry?
My first breakthrough in the industry was my placement year while at University, I did this in my 3rd year. I studied printed textiles and in my first year I sold work to a few brands, Calvin Klein, Miu Miu and so I got a feel for what brands were looking for so this helped me to frame my portfolio. I got two placements, one in New York working for a print company and one for Nicole Farhi. The placement year was what really opened my eyes to the industry, experience is absolutely everything and my biggest advice to anyone wanting to move into the industry, or any industry at that!
How did you decide which area of fashion you wanted to pursue?
While working at Nicole Farhi and Ralph Lauren I worked within the showrooms, I absolutely loved it! It’s the heart of the collections and where you see everything come together from original designs to the buy, the fit and the commercial sales, to eventual campaign and marketing. I loved seeing the full cycle and being at the centre of it all.
What skills and personal attributes do you need to have to be successful in the fashion industry?
To be successful in the industry you must be extremely resilient, hardworking, and personable. I believe the key to success is doing your job with a smile on your face and with the ability to remain calm in the storm. Fashion houses are unpredictable, so you must be on board with this from the get-go.
What are the biggest challenges that face the fashion industry?
The biggest challenges facing the industry right now is undoubtedly sustainability. Companies must make big step changes to improve this, raw materials and excess waste are still a huge environmental challenge. Fast fashion is becoming a thing of the past and the customer now wants longevity in their products, quality over quantity is key.
Why is fashion important to society?
Wearing what makes you comfortable is a true statement of yourself. Clothes influence how we view someone and help create an idea of what we think about their personality. Fashion is at the heart of everything we do. Fashion inspires creativity and tells a story; it tells your story.
Who are you most inspired by in the fashion industry?
I’m most inspired by strong leaders in the industry. One person who has inspired me over the years is Angel Ahrendts, she transformed Burberry into the brand it is today, working with the then design officer Christopher Bailey she brought creative and commercial together to ignite the brand. She is a true leader and has shown how you can be successful in business as a women.
If there’s one piece of advice that you could give your younger self – or someone aspiring to a career in fashion, what would it be?
My biggest advice would be never let your fear of failure stop you pursuing your dreams. Keep resilient and grounded always, and remember it’s just clothes…
A massive thank you to Danika for sharing her passion for fashion for the Spotlight series.
If you are an Old Viking and would be interested in sharing how you turned your passion into a career, please contact [email protected]