Insights into the quarantine work routine of the Digital Content Lead at Jil Sander

Many industries and positions are currently affected and influenced by the circulating virus.

Those, working from offices or in retail see their job opportunities breaking away. 

Others, whose jobs allow working from home, are lucky enough to continuously support their businesses through these tough times. 

One of them is Giorgia Baschirotto, Digital Content lead at Jil Sander. The position, mainly focussing on creating a digital image and strategy of the label, had been offered her in 2017. Recognising the next step on her career ladder, she quit the job as Online Editor at i-D Italy and jumped right into the opportunity.

In this interview she tells us about her first industry insights, her current work routine and the fashion industry changes she expects to see after the flattening of Corona. 

1. Hey Giorgia, we are happy to welcome you to this new Industry Talks session during quarantine. May you briefly introduce yourself?

I’m Giorgia and I’m writing from my apartment in Milan, Italy. I was born in 1992 and I grew up surrounded by nature, books and mom’s interest in fashion as she spent 40 years working in the industry. When I was younger I was a rebel in love with subcultures and anti-establishment. This is something that stayed with me, alongside my passion for literature, music, philosophy and my idealism in thinking that by honouring our uniqueness we all have the power to change a small piece of this world. 

2.Your fashion career took off in 2015 with your first full-time position as Online Editor at i-D Italy. Did you gain previous experience in the industry?

When I started working at i-D I had only briefly interned for a casting agency from NYC before, at that time I had just graduated in Languages and Literature and loved the idea of starting a career in journalism, which is why I had applied for the position at i-D. By boss at that time seemed persuaded by my passion for the job and my willingness to lean. It started with an internship and it ended after a 2-year experience that informed me a lot.

3.What belonged to your tasks at i-D and what did the position teach you for your future role at Jil Sander? 

My tasks included editing pieces, writing features and conducting interviews, translating, and taking care of the digital online platform. Working there informed by aesthetic sense and gave me the opportunity of collaborating with people from different fields, of exploring the possibilities of the digital world, and it also put me in the position of being in charge and having a responsibility towards my work. These are things that have proved helpful.

4.In 2017 you changed jobs and firstly started at Jil Sander. Why did you decide to change from working as Online editor at a magazine to Digital Content Lead for a label?

The opportunity arrived quite unexpectedly, I had been asked to take care of the relaunch of the brand’s digital channels and it seemed like a wonderful opportunity to grow professionally, also I have always been a fan of the brand and I had just bought a pair of vintage Jil Sander shoes so I thought it was fate calling.

5.Could you describe the role of a Digital Content Leader?

It’s quite hard to describe it in a few lines as it requires a cross-cutting approach, it merges digital strategy, creative production, art direction, graphic design skills and a good knowledge of collections. If I had to describe my routine at work it would be checking lots of emails, doing research everyday and discuss new ideas and concepts, work on digital plans and calendars and manage the creation of new projects for social media and website.

6.What strategy do you follow, in order to engage with your customers online? 

There’s no strategy, just the purpose of creating an emotional connection.

7. Corona is affecting various positions and results in drastic changes in the fashion sector. Freelancers, retailers and big fashion houses are negatively overwhelmed and challenged by the crisis. How is the crisis affecting your workday? 

It hasn’t that much as I work with digital, but it has changed my outlook on fashion in the sense that I believe it’s time to create content that is more meaningful and with some degree of depth. Something that informs people in a way, that expands their knowledge and point of view without being overwhelming, as digital content has been in the past few years. That said, I think it’s the right time to rethink the fashion system, develop new ways of presenting projects and collections and get rid of old mechanisms and structures which don’t work anymore and don’t feel contemporary anymore.

8. In how far would you say, will the fashion industry evolve into a more thought-through, sustainable direction and what role will the online business play? 

I think the online world will play a huge role provided it offers new experiences and approaches that are complementary to the physical world. I hope fashion will become more about substance and quality and less about endless consumption, elitism and the cult of personalities. With fashion shows and events being canceled and big productions too, we’ll need to rethink the impact and meaning of shows, think of new ways of presenting collections, and shoots will become more intimate and less directed in most cases. I hope we’ll be able to give clothes more value and by attaching meaning to them the chance of having a longer life.  And that our hunger for new images will be accompanied by the interest of delving into the stories behind them.

9.Do you have advice for young fashion enthusiasts who just recently commenced their career in the industry? How can they stay active during this time, in order to progressively work on the next career steps? 

Research, create, expand your views by looking at all sorts of things. I hardly look at fashion, I look at literature, art, cinema, nature, human relationships. Besides that, I think it’s important to work hard and put yourself out there, share your ideas no matter what and trust your guts rather than pre-determined patters. And do what you do with love and honesty, honesty toward other people and yourself, your desires and priorities.

10.What will be the first thing you will do after Corona is over?

I’m not sure corona will be over soon, I hope the virus will go always faster than expected but its effects are here to stay, although I hope we’ll hinder them without prejudices and fear. When lockdown is over I will hug my loved ones again and celebrate freedom

Interview by Lilly Meuser