Interview with Cause a Scene Magazine

Cause a Scene magazine is free, indie, online, monthly and fashion. As well as encouraging you to buy stuff, it’s big on supporting indie crafters – mixing establishment labels like Babycakes with one-off crafting beauties you’ve never heard of. Oh, and it loves alternative models. We chat to editor Sarah-Jane about indie crafting, the alternative modelling industry, the future of Cause a Scene and more.

It’s good to see a free online fashion magazine. Why did you take the online rather than the print route?

Thank you! Well… by being online we can offer a free service to global readers. The readership possibilities are quite literally limitless. We have this fantastic platform to promote the wealth of talent that can be found online, and the content is much more ‘real time’ without the early deadline restrictions of print editions. And did we mention that you can read it for freeeee? 🙂

What’s the Cause a Scene mission statement? We demand a manifesto!

Cause a Scene magazine.com is a glorious site where you can find high fashion mixed with youth culture, items available from our own shop, and of course, our completely free high fashion magazine. Having attracted thousands of global readers with our ‘scene meets couture’ style, Cause a Scene has a massively growing presence within the market, leading the way where lesser eZines can only follow. We’ve really got our hearts set on global domination, so watch this space!

You know what’s interesting? That you provide commercial selling space for not only established fashion brands but DIY crafters. How would an indie crafter approach you to achieve shelter under the DIY fashion umbrella?

We lovvvvve indie, and really try to support upcoming talents wherever possible. We’re a bit of a trade secret for crafters who come back time after time because they know that our advertising absolutely works, and most importantly, is completely affordable, and we always welcome new enquiries for this (editor @ causeascenemagazine.com). I felt it was important for Cause a Scene magazine not to simply be a publication preaching a hardcore handmade ethos… instead we cover couture to craft, and mix those indie brands with High Street and designer, taking them out of their grassroots niche and getting them out there, and showing that a necklace bought online can be just as convenient and on trend as one from Topshop. To me, that’s a more successful form of supporting DIY than just reinforcing its underground nature.

DIY crafting has obviously been birthed by the accessibility and community spirit of the internet. Reckon it’s here to stay?

Absolutely… although selling online has become SO accessible, the difficulty now is to distinguish the reliable and quality companies out there from the children selling spray painted hair extensions on myspace. (Note to said children: If you are selling sprayed hair extensions on mySpace, consider what statement you wish to make. Synthetic hair? Human hair imported from China? Hair stolen off sleeping children? Or your own? The Mooky Eds xxx) We try our best to recommend reputable companies, and to offer help and advice on doing things properly, and have columns on our site from some of the leaders in indie fashion offering tips for budding entrepreneurs.

Who decides what’s hot at Cause a Scene? Do you all sit around in a room smoking cigarettes and looking at magazine clippings? Or trawl the gay clubs? How does it work?

Haha! Unfortunately no, but that sounds a lot more fun. Maybe that’s how things should be done in future:) We’re in a great position now that we have some fantastic contacts with top Hollywood photographers and cult brands, so they’ll often let us know what they’re up to, and shoot ideas they have… I’m trained in trend prediction, so it’s the usual suspects of watching the catwalks, the streets, spotting the next big thing before it hits. Each issue of the magazine is set to a particular theme that we feel is relevant, and we incorporate all our trend news into this format so that we have the opportunity to cover various different styles and tastes with each new issue.

We’re glad to see you often use alternative models in your photoshoots, with intricate tattoos and gorgeous mermaid-green hair. How would you suggest an alternative model approaches the task of looking for work?

We’re very lucky in that we’ve had the opportunity to work with some of the icons in that field… Raquel Reed, Audrey Kitching, Sabina Kelley, Zui Suicide, Mosh…

To us they define what we’re all about: High fashion with a mix of Scene Queen style that brings an edge to our work. The biggest mistake I see from models looking to be featured is to bombard us with images and just expect them to appear within a fashion spread in the next issue. The copyright implications of accepting photographs directly from models can be pretty damaging, and this is definitely not how Cause a Scene magazine operates, so always ask your photographer to make contact on your behalf.

There are things you can do… always bear in mind whether your look is suitable for a certain publication, and target yourself specifically. Alternative modelling is not for every magazine out there. Make sure your portfolio really is of an appropriate standard for whom you’re contacting… those images of you in your bedroom or shot in front of a white bed sheet are a great starting point, but it’s unlikely they’ll be published by a fashion editor. Find your own defining trademark, and stick to it. For instance, Mosh has very successfully associated herself with alternative and latex wear, Sabina Kelley is a tattoed burlesque model, whilst Audrey and Raquel rock coloured hair.

Fashion cultist dressers from the Harajuku district took the world by storm by wearing fantastical outfits dictated by manga culture and personal creativity rather than fashion dictats. Are there any western equivalents? Examples of style being set by fashion-lovers which shops had to catch up with, rather than the other way around?

I’d say that the last time that happened was with Nu Rave… what started as an underground club and art school movement spread to electro teenagers as part of the Skins phenomenon, and surfaced as an eighties revival on the catwalks, with the High Street rushing out neon slogan tees and smiley face medallions in an attempt to keep up. That was of course, as with any consumer born trend, its demise.

Can you name one style staple each for the following wardrobes: electro, emo, goth, rockabilly, burlesque, glamour pin-up, indie?

Electro babies should always own a Babycakes tee; they’re clothing turned rockstars for the myspace generation… Emo looks are never complete without amazing hair constructed with various feats of engineering involving hair extensions hair styled to within an inch of their lives, and goths can liven up the failsafe eyeliner with more retro Winehouse variations. No pinup is complete without red lipstick, and shop around for vintage originals. Burlesque queens can edge up the look with platform alternative style shoes for a more alternative take on the classic style. Rockabilly is really showing a badass vibe at the moment, so go for a Betty Page necklace or any of the great indie companies offering tattoo inspired designs… and come on, indie, remember the Boosh issue where Vince has to fit into the tightest skinny jeans in existence as a band initiation? Enough said!

Your fashion tips for the summer?

Well, brights just aren’t going away are they? Good news for Mooky Chicks is that it’s a look that can be adapted for more alternative styles from its fashion victim origins, whilst staying bang on trend… try neon nail polishes, or jewel eyeliners, or go for outrageously coloured heels to jazz up a black outfit. Flashes of colour are key, so keep it to the odd accessory.

You seem pretty strong in yourselves now. Did Cause a Scene start off small and sweet? Was it difficult to get set up and taken seriously?

We started life as an indie fashion community, and have grown completely organically, almost as a movement. Word spread so quickly that the magazine was launched out of demand, and now it’s constantly snowballing. In a very short space of time we’ve been featured in the national press, received endorsement from various industry sources, and featured international celebrities and some of the best talents in the business… it’s crazy, but very exciting. We’ve even spawned imitators. That’s got to be when you know you’re on the right lines…

How do you plan to expand?

Well, July is really going to see the brand go to the next level with the addition of video shows, podcasts, and lots of new exclusive content and collaborations with other industry leading sites. (Go Mooky! [Yep, it’s true… we’re going to do an environmentalish blog on Cause a Scene – huzzah! The Mooky Eds xxx ]) We’ll also be carrying new lines from some fab indie designers within the site’s shopping section, so there’ll be plenty of choice in alternative styles.

What’s your own personal style?

I pretty much live in dresses. They’re so easy… over skinny jeans with knee-high boots, with tights and Uggs, on their own with some killer heels. I also stick to a set of colours that I know suit me (bronzes, golds and browns) which brings the bonus of everything matching.

Who are your personal icons, if you have any?

I’m pretty bling… if you saw my style you’d be forgiven for thinking I’m Jennifer Lopez’s secret love child, what a terrible thing for a fashion editor to admit!!! I also have respect for her business acument, she was really one of the first women out there in that industry pathing the way for the new wave of celebrities as brands in their own right.

Who would you most like to interview at Cause a Scene?

Noel Fielding. We would die.

Is there anything we really should have asked you but were too selfish to realise?

No, you’ve been very gracious hosts 🙂 We love the site, and welcome any Mooky Chicks who wish to visit Cause a Scene magazine… free to read every month at www.causeascenemagazine.com 🙂