How To Network At A Fashion Event

Before living and working in the UK, I wasn’t familiar with the concept of networking. And when I started to understand it, as a French, I found it extremely weird. I knew in fashion a lot of the best partnerships and creative projects were born out of friendships but I couldn’t get a grasp of why networking events even existed. Why would I go to some place full of my peers and sweet talk them on how great of a creative I am with a fake smile and go back home thinking about how these people I just met could help me fulfill my projects? Because if you take off all the bubbles and glitter, that is what a networking event is in substance.

The first networking events I went to weren’t nice and I felt awkward until one organised by The Stylist. While I went to hear established bloggers talk about their work, after it ended, I went around the stands of brands showcasing their creations that day and stopped in front of a jewellery one. There I met Elina, the founder of the jewellery brand, and Debbie, the girl owning the stand next to Elina’s. We were all foreigners in England and in-between introducing me to their skincare and jewellery brands, we bonded over our experience living in the UK. What I planned to be a quick tour of the stands there became an enriching hour of conversation with two women I call my friends today. I left with their cards, gave them my phone number and we quickly organised to meet up. After many meetings around food where we discussed our work, life and boys we started doing things for each other organically. I assisted Debbie on two video shootings for Elina, both accepted to be on my former podcast and when they were at some markets I would go to cheer them up.

I am telling you this story because it is from there I better understood the concept of networking. During our first encounter we weren’t there chatting with each other thinking about what we could get from one another, instead we really bonded and that is why still today helping each other is natural.

As you can see from my experience, networking isn’t easy. Nonetheless, picking the right event will lead you to meet the right people, that’s when networking won’t feel like networking anymore. So here are some advice to help you tackle this experience with ease.

Pick the right event

The first advice I’d give about networking is don’t go to events called ‘networking events’. If you look outside of fashion, people meet and do things together when they meet at places that have a meaning for them, it applies to networking too. Fashion capitals like Milan or London offer a very wide choice to events to go to, but instead of thinking about networking when picking one, consider the ones where you will learn something you like. This is often doing that you’ll meet like-minded people with interesting backgrounds and where networking will feel like a natural process.

Organise a meeting yourself! Invite the other members to have dinner or a drink and get to know each other better.  This kind of follow-up can become a regular thing, a great way to welcome new members and above all really create a sense of community.

Come alone

I know it is a scary thing to do but think about it a second. Coming with a friend to not feel lonely will make you miss on opportunities to meet new people. Why? Because you’ll end up staying together rather than mingling with the crowd. As an introvert myself, it isn’t an easy job but I still do it because that way I am more focused on the people I meet. If like me, you can’t go easily towards people, start by saying hello to the person sat next to you, introduce yourself and ask your neighbour if it is the first time they attend such an event and then the conversation will go on naturally.

Chances are you’re not the only one who came alone to the event meaning that among the people attending, you might find people who, like you would like to meet new people. Spot them before the talks start and after they’re finished approach them saying hello and ask them how they found the event. A smile or a compliment on an outfit can also be a nice and efficient conversation starter.  

Be sure to go out from the event with a few contacts

It is an advice accessories designer Vanessa Kanaiza – whose story you can listen to on the podcast – gave me. Each time she is going to an event, she takes every opportunity she has to get at least five contacts. And I have seen her in action. Back in 2017, I spotted her at an event where she managed to obtain the support and the mentorship of the British Fashion Council just because she went straight to Clara Mercer, BFC’s  Communications Director, and told her she needed her support to be able to launch her brand.

Of course, Vanessa’s self-assurance is to applaud but what I noticed is that when she goes to an event she is extremely disciplined. During the talks, she listens, asks questions, introduce her brand in such a way everyone in the room wants her Instagram and finally, she gives herself objectives to be sure that the money she paid for the event was really worth it. Yes, she wants five contacts at the end of it but, they all need to be from interesting people and professionals whom she can learn from.

You are not forced to make five contacts at each event but when going, be sure to be out with at least one or two meaningful one.

How do you go about networking? Tell us in the comments below.

This post was originally published on Jan 17th