What led you to start hey woman! ?
I was already working for like eight years—starting as an assistant editor, then editor, and then I went to My Theresa to do the productions for the website, which was quite a changing moment because it was my first contact with retail. Because as an editor, you make up dreams, you don’t actually have to sell clothes. Then I also found online very exciting, because everything I did was then up like a few days later. Then Bazaar asked me to be their style editor—which I know is a pretty cool thing to be—but when I went there for the job, I was already like, “Do I really want to be at a monthly magazine again?” I think newspapers are great, and then those magazines that come out twice a year like 032c that are like a book with real opinion and direction. But I think the classic monthly shopping magazines are a bit tricky. Bazaar was a dream job, but I was already somewhere else. So I quit on a Friday, and on a Saturday I was invited to dinner at a friend’s place and met my partner Julia.
Something that strikes me about the website is that its categories are so fluid. It’s almost like a remix of a classic fashion glossy.
That’s what I like about fashion: Interesting things always happen when there is a remix, or when different things clash. Or when something at first sight feels a little wrong, and then on second sight, you’re like, “Actually, this is super cool.” I think that there’s a beauty in something that is not perfect.
Totally. The status quo is maintained by pure categories. And if you believe in creating new things, you always have to destroy the purity of those categories.
You have to! Because everything already exists! There is nothing that you can really invent in fashion. You can bring new material, but there are so many beautiful things that you have to give it a new direction or a new thought. And you can only do that by somehow breaking it and not trying to do some perfect replica.
Are there any things you’ve tried to bring into this remix that just won’t come back? Like, I remember a time in L.A. when you could wear an Ugg boot to the supermarket! But now it’s like, you could never.
But I bet at some point it’s going to be cool again. It’s so funny, from when I was like 12 to 25, I was literally only wearing sneakers. I didn’t have any other shoes. That’s all I wore, even when I was in a dress. And then when I was around 25, I was like, “I hate sneakers! Who wants to wear sneakers?” Well, now I’m wearing sneakers again. It’s interesting, because when you love something, you always surround yourself with it, and then you just get tired of it. But then something you find quite awful starts to somehow become pretty. People always need something that disturbs the eye a little bit. I would really like to understand why that is.