Fashion Industry Advice For Up & Coming Designers: What To Be Aware Of With Karen Windle

Interview with Karen Windle, Founder of Ibiza Fashion Festival & Fashion Industry Expert

You mentioned realising the full extent of corruption in the fashion and beauty industry during LFW, PFW, and MFW. Was there a specific event or moment that triggered this response?
After years of working closely with small emerging brands in the fashion industry I have witnessed many brands being given green washing advice. This is so bad as they actually do not realise the full impact of their business decisions. 

Can you share any examples of unethical practices you’ve witnessed?
I would like to say be aware of something that isn’t honest and truthful, too much copy but with little substance, always ask for examples of work and reviews before making any decisions. 

You say it’s time to make way for brands that truly care about the environment and have a solid business strategy. In your opinion, what separates these brands from the rest?
To have a solid business strategy you have to stand for something and stick to it no matter how hard that maybe. To have a clear vision and pathway of how to get there, your branding should reflect the fabric of your business.

What are some of the biggest challenges sustainable and ethical brands face in trying to compete in the industry?
The biggest obstacles for sustainable brands is the ethical standards of suppliers that are in question, being poorly advised or out priced is the usual pattern. we have a consultancy that are happy to set new brands in the right pathway for suppliers, brand strategy and identity.

How can consumers better support these brands and avoid falling into the marketing traps of greenwashing?
Unfortunately it is hard for consumers to avoid pit falls as we are all guilty of having convenience at our finger tips with online shopping. I feel it’s time for brands to up their game in being in touch with consumers and shout out their message as to why people should use them, having a fast speed website and good pricing , consumers should always have a capsule collection that makes up their wardrobe in mind and shop responsibly less waste etc.

You mention seeing many small brands shut down due to bad advice from so-called experts. What kind of advice is leading them astray?
Small brands have paid high prices for poor advice or strategy which doesn’t work in practice, some have paid out for suppliers which do kit deliver the right fabrics, poor quality, some brands have paid for garments to be produced and the time frame isn’t on track and orders are missed. 

In your experience, what should small brands look for when seeking mentorship or investment?
Investors should always have some experience in the fashion industry or offer some advice not just financing, too many offer financial investment but that doesn’t educate just puts brands under more pressure with costly repayment windows. 

Are there any red flags that founders should be aware of when working with consultants or agencies?
I always research and have several calls, ask for contracts and terms of business if they do not offer this that is one flag, be careful not to be swayed by influential brands they may have worked with as this maybe on a lesser level than implied, do not be afraid to ask questions.

What do you think is the best way for an emerging brand to secure funding without falling into  traps?
Funding should always come from a person who has a genuine interest in your company and that is Willy to be around for the long term. Go fund me platforms are slow and time consuming, I would like to think investment should happen organically. 

You talk about the hard work and dedication required to succeed. What has helped you personally stay motivated during difficult times?
My passion to make a change is made consistently through messaging and communication networking, gaining knowledge and coming from a good place. Never forget why you started in the first place and stay true to your brand. 

What advice would you give to other entrepreneurs struggling to maintain momentum?
My advice is to stay focussed , energised, and take time out for yourself to keep positive and think of other avenues, people have a habit of going down the same road thinking something will change, it won’t, don’t be scared to try new approach to business. 

How do you balance the need for financial success with staying true to your values? For example with the Ibiza Fashion Festival.
We are a non profit organisation when it comes to the festival itself, we have our consultancy, our e-commerce, and our creative team that helps to provide other revenues of finance.

If you could change one thing about the fashion and beauty industry today, what would it be?
Beauty is about self worth and love, but we also need to love the planet as nature provides us with all the answers if we take the time to look a bit closer and listen. I would love for it to be a little more honest and kind as this industry is all about perception that others have, but none seems to care about each other or our environment 

Do you see any promising shifts happening in the industry, or do you think the status quo is still too dominant?
I see a lot of brands trying but too many time sustainability is a buzz word, using plastic bottles to convert into leisure fabric for example , is far more toxic to the environment than the bottles themselves. There is nothing wrong with luxury as long as it’s ethical and mindful of impact this goes back to consumer behaviour and constant pressure to purchase. 

What’s next for you in your mission to drive change? 
With the festival we will carry on to drive awareness for our island and the environment, we will continue to educate consumers and to help brands with our knowledge.