From her first internship at Alexander McQueen to launching Glam Observer, Giada has become a career coach, author, and podcast host, recognised by Forbes 30 under 30 for helping thousands through her fashion industry advice to land roles at Dior, Marie Claire and more.
Giada Graziano is the CEO and Founder of the career advice platform Glam Observer, the first of its kind. Driven by her passion to help the fashion industry become accessible to all, she shares career tips, inside information and unconventional strategies. From what began as a blog has amounted into an online platform for students, a podcast, a five-star actionable guide book and a welcoming fashion community.
As once a student of Glam Observer myself back in 2020, Giada’s ethos and positive teachings changed my career and mindset drastically. I would not be where I am today without her or everything Glam Observer has taught me. Anyone who knows her knows she is kind-hearted and determined to help and inspire others. As an exceptional entrepreneur and mentor, Giada chats to me today from her office in Milan about her journey and how to overcome the boundaries of the fashion industry.
Life out of a Fashion Capital
Giada grew up in a small town in the South of Italy before making the bold move to Milan seven years ago. Staying in the town she grew up in even for undergraduate studies at university, she remained passionate in a small town with no fashion companies and no fashion schools. When moving to Milan at just 22 years old for her Masters degree, Giada quickly realised that everyone in the industry had some form of connection. Learning that living in a fashion capital gave you much more exposure to the industry, like living key fashion moments from events to fashion weeks.
“I totally understand the reason why you started your blog, when I realised I wanted to be in the fashion industry myself I also felt like a complete outsider. I felt like I had absolutely no connections by not living in a fashion capital.”
Although in today's world, Giada believes it is easier to get into the fashion industry and feel closer through live-streamed shows and digital publications. Whereas when she was younger print was the only option for reading fashion magazines and there weren't many options available to Giada growing up in a small town. She explains, “There was only really Vogue as an option to purchase, so I didn’t even have the chance to read other publications.”
However living in a small town nowadays is not necessarily a problem anymore, as Giada tells us, “companies are now even hiring remotely, especially after how the pandemic has changed how we work. We also have so many tools now that allow everyone to work in fashion from everywhere.”
From Engineering Degrees to Alexander McQueen
You don't have to study fashion to get into the fashion industry! A myth Giada loves to break to her students as someone who once fell victim to it. Studying Management Engineering at university, it was in her final year Giada began to seriously think about her career, and suddenly realised she couldn’t see herself anywhere but in fashion. Unaware of the roles out there in the industry, she went online to find any recourses she could in both English and Italian, but only came across little information on the most sought-after careers like designers or editors. Looking to combine her management degree with fashion, she couldn’t find any advice on how to enter the fashion industry. Unbeknown to her, this discovery would lead Giada to create Glam Observer as we know it today. (A platform I couldn’t see myself without!)
In order to get closer to the fashion world she began taking some online courses from the top schools in New York such as the Parsons School of Design. When finally deciding to head to Milan to undergo a master's in Luxury Fashion Management, while feeling in order to succeed she had to study fashion. Starting Glam Observer originally as a blog alongside her post-grad studies to share online what she was learning from the ins and outs of the industry from her industry insider tutors. She began building articles about how the fashion industry works.
When applying to internships Giada landed a job interview with none other than Alexander McQueen. However, the recruiter showed a lack of interest in her luxury fashion degree and was simply more impressed by her choice of taking online courses, showcasing to them her real interest in the fashion industry.
“While I wasn’t exposed to the fashion world by not living in a capital, they appreciated the choice of mine to show my passion through online courses.”
Giada explains, “when applying to a big company like Alexander McQueen they are used to seeing CVs with top schools or fashion degrees, it is the things you do to stand out that are by choice to show your passion for the industry that counts. Landing three major internships, Giada accepted her first dream role in the e-commerce department at Alexander McQueen.
How Glam Observer came to be as we know it...
While excelling in the e-commerce department at Alexander McQueen, Giada was working with the London team, Milan team and Yoox Net A Porter who managed the department at the time. Managing to impress not only Kering who owned McQueen but every single team, she was offered several promotions. However, this only made her realise the importance of following her new passion.
“Once the recruiter told me they were about to offer me a promotion, that was the moment I decided to quit.”
Always knowing at some point she wanted to work for herself she decided to take the leap, following in her father's footsteps as an entrepreneur. Once starting Glam Observer as a blog in university, this led to her sharing how she was able to land internships with no connection or previous experience which instantly resonated with many people.
“I started getting a lot of readers and receiving emails from people who were asking me to help and if I thought their CV looks good.”
Managing her blog during evenings and the weekends, Giada began to realise she enjoyed helping people get a job in the fashion industry more than working in the industry herself. She explains, “I would receive these emails from people telling me how much my articles helped them to land the job of their dreams and that’s what really made me happy.”
“I knew I had this huge passion and I felt like I had to pursue that”.
Giada made the fashion industry accessible to everyone and resonated with many globally as an outsider sharing her story through her blog posts which has expanded to as we know it today from insightful one-of-a-kind courses to industry insider interviews and more.
Making the Forbes 30 Under 30 List
Making the Forbes list was always a dream of Giada’s, as someone who always admired those flicking through the pages of the entrepreneurs filling those important pages in such a respected publication.
“I always worked not to impress anyone but to help others, but when you work so hard it’s also nice when somehow you are recognised. It was a moment I will never forget."
A full-circle moment occurred when Giada was back in her hometown when she received her unexpected nomination as an entrepreneur for her innovative idea and the business she had built. Explaining, “I was so shocked I didn't know about it until the night before when one editor told me to go and buy Forbes in the morning. I had to download the digital before I could get the print as it wasn't anywhere in my hometown.”
Top Tip: Creative Applications Can Win Over Experience
One question Giada gets bombarded with via her dm’s and emails is...how is it possible to get a job in fashion without experience? So here she breaks it down…
Look for the right opportunities such as internships for beginners
Use unconventional strategies and a creative application to overcome any experience required
Start building connections through LinkedIn or Instagram
Apply spontaneously through cold emails (A tip you can master through Giada’s course!)
“If you just wait for your favourite brands or companies to just open a position for you online you could be waiting months or even years. So especially for internships companies could open a position just for you after being impressed by your strategy.”
Small Town Girl Advice
Giada explains that the industry is so much more open than it used to be, especially with the digital world. However, it is important to assess if your goal one day is to move to a fashion capital where the majority of companies are based or if you want to work hybrid or remotely.
“It’s important to consider your professional life as well as your personal life and only think about what is best for you. Don’t compare yourself to others, just because you see others in fashion capitals living their best life doesn’t mean that is your best life or even reality.”
Now you may prefer to stay at home but as Giada explains this doesn’t mean you cannot work in the fashion industry even if you have a different lifestyle in mind. Glam Observer continues to be the leading platform for fashion industry advice helping thousands of people see their potential and land their dream roles.
Check out the Glam Observer learning hub, Instagram and Podcast.
Shop Giada’s book here.
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