Interview with...IKRUSH

Do you dream of working on a fashion shoot? Or what about as a fashion buyer? As a welcome to our new blog section we are giving you an exclusive interview with Kashif, the main buyer, and Kirsten, the head stylist at IKRUSH.com. All the decisions from what products we buy, how we style them and what trends we choose to invest in are made by these two fashion ‘know it alls’, so we sat them down to get the scoop on what their job actually involves and how they know what looks good. Kashif has been the buyer for IKRUSH.com since it’s launch almost one year ago. He knows what trends you’ll be looking for six months before you even think about it, and he buys in the clothes he predicts will be in demand. Everyone thinks fashion buyers shop for a living – so what’s it really like? How do you decide what trends are worth investing in when ordering in products? It takes time and attention to detail to decide what will be suitable for the iKrush girl. We research current trends and future trends and analyse what we can provide for a reasonable price. Celebrity led trends and international catwalk shows are always key. How long does the process take? Are there several steps? The process can take from 1-4 weeks depending on the product and it’s availability. We like to plan for future seasons at least 6 months in advance, however in season we source quicker. We always strive to only source products from ethical suppliers. Once they arrive the clothes pass through a stylist, model, photographer, graphic designer and our in house bloggers and then they are added to the website. The ikrush products are stored in a massive fashion cupboard, ready for purchase. What is the best and worst parts of your job? The best is the travelling, seeing all the new products and when someone says they love what I’ve picked. The worst is the amount of paperwork! Kirsten is a stylist and writer for IKRUSH.com, and works with the make up artists, models and photographers. She gets to see all the clothes before they go on the website and pair them with different accessories and looks. Sounds pretty good doesn’t it? But what is it really like?  What happens on the day of an IKRUSH photoshoot?  It's always going to be a hectic day so I make sure I’m ready with lucozade and some chocolate! I spend the morning putting outfits together and adding accessories. When the model, photographer and make up artist are ready I go through what hair and make up looks will be needed - this could a fun festival look, a glamorous party theme or a specific trend. We then run through the shoot working as a team and making sure everything looks fab! At the end of the shoot, we hand the raw images to our graphics legend to edit. How do you decide what products to shoot together? Can you take me through the steps briefly?  Some experience, a little creativity and a dash of luck! Sometimes things look great in your head but don’t work in person - I sometimes find myself running between the studio and the iKRUSH wardrobe to swap pieces at the last minute. It's really exciting seeing what's coming in new and it's amazing having access to such a huge wardrobe to create different looks. Accessorising correctly can be the difference between a boring, everyday outfit and a gorgeous put together look that will earn compliments. What is the best and worst parts of your job?  Best is working with a great team and seeing new trends come together. Worst is the unpredictable stuff like the weather not playing ball on an outdoor shoot or not having the exact pair of shoes to team with a look. It can be stressful, and tidying up after a long day certainly takes the glamour out of it, but we keep each other going and of course the chocolate helps! By Mandy Thomson @IKRUSH_Mandy