Day 1- Interview with Karena Sedgwick

So as part of Interview week, today we are blessed with the amazing Karena Sedgwick who has made a name for herself in the fashion industry. As a fashion stylist, an events manager and a PR consultant, Karena is a very talented and respected woman in the fashion industry and has had the opportunity to work with a lot of influential people. With a successful website also under her belt, she really is a name to make a note of. She is also currently planning a red carpet event at London Fashion Week! Here, Karena takes time out of her busy schedule to give us insight in to her life and her job as a total Fashionista. 

Don't forget to check out her lovely website here for up to date fashion news and a exciting insight into life in London. 

http://mynewbestfriends.co.uk/ 


Hello Karena, it is lovely to feature you on my blog. Can you tell us a little bit about yourself? 

I am 20 something single mum to a beautiful and extremely funny little boy called Frankie-Ray and madly ambitious career girl. I have a real passion for the fashion industry which over the years has kindly given me opportunities to work with and meet some of the world most talented and creative people. Outside of my varied working hours, there is nothing i like more than to spend time with friends and family. I travel as much as i can and have a  varied range of interests, from Burlesque dancing to Opera and Ballet, painting to learning a language, all of which keep me as busy as busy can be! 

So where did it all start for you?

After 8 years within the Pharmaceutical Industry as an Executive PA to the Vice President who had managed various marketing, events and communications projects, I made the leap to follow my dreams in the fashion Industry just before my son was born 4 years ago and have been writing, styling, managing events and offering my services as a freelance PR consultant since. It took me 4 years within the industry to work out which path i wanted to take and in 2010 I founded Fashion Forward PR. Now, a year on, business is doing well, we have some fabulous clients and a wonderful team.

Have you always wanted a life in Fashion? 

Growing up, I always wanted to be either a lawyer or Editor at Vogue, but I hated secondary school and never made any effort so my grades suffered. When I left school I had no idea what I wanted to do so I joined a course that my best friends were taking at college and 2 years later graduated with useless bits of paper to say i had successfully completed a GNVQ / NVQ in hotel management and Air Cabin Crew! At this point in my life I knew I had wasted a huge chunk of time and worked hard to get an unconditional offer placement at London College of Fashion. It wasnt long before my dream was shattered and my partner at the time had been made redundant so I had to give up my placement and get a job to keep the roof over our head's, that's when I joined the Pharma Industry. Within in a year, I was promoted from office Junior to the youngest Executive PA the company had ever seen, I lived and breathed my job and 8 years later am still thankful for all the wonderful career development and travel opportunities I was given, thanks to a boss who believed in my capabilities, pushed me to strive to be better everyday and let me be a bit of a maveric at times!  It wasnt until I, for the first time in my adult life I had time to reflect on what i wanted to do and be when I was on maternity leave that I decided it was the right time to follow my ultimate dream and try my hardest to get back into the industry I loved, fashion - which Im sure you will agree is a little bit more exciting that Law!!!

You have worked with some amazing people for your work but who has been your ultimate fave person to style?  

I really enjoy styling my private / celebrity clients but it can be challenging. I enjoyed a stint at Men's Health where we had some great fun working on some sensational editorials for the Magazine.

Sounds amazing! What about your favourite person to work with? 

I was lucky enough whilst interning at the fab Katch PR to work with Janice Dickenson, she was an absolute scream! I also have immense respect to two girls who have mentored me and given me amazing opportunities over the years, Reeme and Nina from The Collective - they really know this industry inside and out and work hard to build their business but still have time to help so many other people. Ultimately, it has to be Sunny Williams. His passion, creativity, talent and vision is just inspiring. He'll always be more than a client to me, he is one of my best friends and I am so proud to be a part of House of Sunny London. 

So how did you manage to get into PR? 

By accident! but after 4 years, and many opportunities and feedback from clients, I know this is what I was born to do. I live, love and breathe it. Call me Samantha Jones! 

What's highlighted on your calendar? 

Fashion Week of course!! Fashion Forward PR also has alot of exciting campaigns coming up and events that we are hosting for our clients. My son also starts school on Monday, I cannot believe how quickly time has flown, I think I will cry alot of tears on Monday as I play the part of the very proud mother and wave goodbye at the school gate! 

Who's your fave brand or designer?

Soooo many! House of Sunny, Erdem, Chanel, Mulberry, Lulu Guiness, House of Holland, Biba, Marc Jacobs, through to H&M, Topshop, Urban Outfitters!

Is there anyone who you have dreamt about working with?

Rankin, I was luckily enough to meet him a few months ago after being a stalker... erm I mean fan of his work for years. I would love him to shoot a campaign for one of my clients but we dont quite have the budget for his fee! I would love to style princess Eugene / Beatrice, only becuase it hurts my eyes when I come across their terrible faux pas in the glossies, I would love to be the person responsible for getting them into the fashion cool list!