15 Questions with Sarah-Jane Adams
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Even if you aren’t into rainbow-colored hair or wearing band t-shirts and tutus on a regular basis, there is something stylistically intriguing about “the scene,” and Sarah-Jane Adams, creative founder of Cause a Scene magazine knows that better than anyone. The free online mag is chock full of amazing indie designers and interesting scene personas. Earlier this week, Sarah-Jane was kind enough to answer some questions about Cause a Scene, indie websites, and Britney Spears. Read the interview after the jump.
I first heard about Cause a Scene when it was called Fashion Central magazine— during this time I was completely intrigued by Audrey Kitching’s bubblegum-colored hair— how does the name ‘Cause a Scene’ represent the magazine’s perspective better?
I know right, it’s not difficult to imagine little Disney woodland creatures living in that hair and popping out every so often and bursting into song. But your intrigue really sums up why we made the switch; Fashion Central was too broad a term to cover the fact that our readers wanted to look to the likes of Audrey for fashion inspiration, and so we changed the name to reflect this younger, edgier, more specific genre of audience that our features were attracting. The title Cause a Scene not only instantly lets everyone know what we’re all about, but creating a specifically ‘scene’ inspired publication validates the reader’s interest in that culture, and recognizes the genuine high fashion and artistic merit of the work created by many of the scene disciples.
What designer, indie or otherwise, represents the scene-meets-couture feel of Cause a Scene magazine the best?
For designer, Betsey Johnson or Heatherette, and indie, New York Couture. You can see it’s high end, but it’s not appropriate for Vogue; that’s how I’d describe much of our content!
You’re the Creative Founder of Cause a Scene, Editor-in-Chief of Flair Now magazine and celebrity style columnist at Urban World. What advice would you give to a person who wanted to break into the field of online journalism, more importantly online fashion journalism?
I’d say first and foremost, train. You need to know what you’re doing; the internet is a great tool and the opportunities for online fashion journalism are undoubtedly immense, but nothing hurts me more than 15-year-olds who run a blog with 4 readers titling themselves as Editor In Chief. (This is also true of the term ‘model’… argh!) You wouldn’t call yourself a surgeon without training or experience, so start with an English or Journalism degree, or a vocational course in fashion or pr. Then get yourself out there; working online is as much about branding as anything else. Use all the social networking sites, and introduce yourself and your work to anyone influential in the field; work generates work, so make sure you’re the person that others recommend. Online, it’s almost essential to be multi-skilled; learn Photoshop, take photographs, even model if you can, getting your foot in the door gets your name known and leads to further opportunities. I know that many people recommend writing for anywhere that will have you, but I don’t really advocate this… pitch to sites you enjoy, and that look like they’re going somewhere; always have your CV in the back of your mind when you’re approaching editors for work, and if it’s not beneficial to you, move on. And lastly, be prepared to work long hours for little to no pay for a very long time.
Who has been your favorite person to interview for Cause a Scene magazine, and why?
Playboy model Christine Dolce (aka Forbidden) When you land a spot with someone that successful it’s always a thrill, and she was genuinely so nice. And Zui Suicide (Paris Hilton’s BFF) is always hilarious!
Cause a Scene does a great job featuring the up-and-coming. What trends do you think are up-and-coming, and which ones do you think are sinking like the Titanic?
Thank you! I think pink is going to be huge for Spring; I think we might just see an anti-credit crunch look come through, with more playfulness and vibrancy than we’ve seen with the severe architectural silhouettes and somber shades of this season. And as for things I can do without, I know they’re huge right now here in the UK but I’m not really feeling wet look leggings for the simple fact that they are E.V.E.R.Y.W.H.E.R.E.
How did your intrigue in “the scene” start?
Actually my involvement in it came completely by accident. I managed to land some great spreads with prominent photographers who were dealing with the likes of Raquel and Audrey and this lead me into creating interviews and covers with them and it just progressed from there. It always feels slightly ironic to be an authority on something that is so far from my own personal style. Scene has always been more of a business move for me really, in that it was a niche that was uncatered for and I knew I could create a brand to fill it, it’s not necessarily a cultural interest that I pursue in my social life.
What’s your opinion on the term “Scene Queen”?
(Laughs) Finally this question has been turned on me, I feel like I’ve asked every ‘Scene Queen’ out there about this! I look upon it as meaning a celebrity model, usually alternative in style, who has become famous predominantly through the use of the internet. I’ve never seen it as a derogatory term, although many labeled in this way do seem to take offense at being put into that category, and look at it as implying they are some kind of band groupie or talentless wannabe. So many of the girls have told me that they hate the term or deny all knowledge of even knowing what it means, but I think it is what it is, and if that’s how you’ve become successful, embrace it, they’re all just playing characters in the scene brand anyway.
My first real clothes obsession was with a pair of black stiletto ankle boots with zippers and studs of my mom’s when I was little. Do you remember anything in particular that began your love of fashion?
What was the name of that eighties toy where there was a wheel, and you moved the sections to create new outfit combinations, and then did a brass rubbing over the top? Style-o-graph? Style-o-wheel? I need to know the answer now, someone please write in!!! (laughs)
What was your worst fashion moment?
Probably anything from the ages of 13-18. I don’t think anybody should be allowed to dress themselves or do their own makeup when they’re a teenager. I feel sorry for the Myspace generation, they’ll have so much photographic evidence of how awful they looked during their emo phase!
What’s the best fashion and/or beauty advice you’ve ever given/received?
That fake tan is evil. I’ve never come across anyone who looks better orange than they do white.
I feel like “indie” is such a broad term when using it to describe fashion because everyone has their own take on it. What does indie fashion/design/style/trends mean to you?
Definitely! It’s like ‘vintage’ or ‘alternative’, they’ve become overused to the point of losing their intended meaning. I guess the most popular definition for indie fashion is in connection to music, or as something anti-establishment, but for me the truest sense of the term is to represent grassroots fashion such as DIY crafters and independent labels and boutiques.
What are your 5 favorite indie websites?
- causeascenemagazine.com: we often feature indie brands and loads of them advertise with us so you can always pick out something new and up and coming.
- smashingdarling.com: this is the ultimate indie resource for me, as not only can you visit as a customer and browse from masses of sellers, but you can also pick up valuable tips and advice as a retailer via the site’s blog.
- bbycks.com: If anyone wants to see the best example of self made online celebrity or indie fashion entrepreneurialism out there, Paul Griffiths is king.
- Alice’s Boutique: I came across this group on Facebook and it’s a great example of indie business savvy. LCF graduate Alice creates colorful custom made bodycon dresses, and the group has received over two thousand members in under a month. Her official website is coming soon so join the group to receive details.
- indiequarter.com: the most comprehensive indie fashion blog I’ve found, you will become addicted.
What new bands are you currently obsessing over?
I’m not so much one for bands but I’m loving the UK Garage scene at the moment, and the albums Paper Trail by T.I and No Point in Wasting Tears by Ironik are on constant repeat.
Old Britney, new Britney, or somewhere in between Britney (Spears that is)?
Britney and Justin together forever. That’s all I have to say on the matter!
If you could throw your dream party, what kind of party would it be and who would you invite?
It would be a Jennifer Lopez party, where everyone had to dress up as Jennifer Lopez, and I’d invite… Jennifer Lopez.
