Introduction

Welcome. You are listening to Links at Bain and Gray, a catalogue of podcasts centered on all things business support in the workplace. Our aim is to bring you interesting and relevant content that will keep you up to date and thriving in your role.

Tray: Today I am talking to Ginnie Chadwyck-Healey, founder of VCH Style, writer, presenter, with a real focus on consumerism, products, and fashion. So Ginnie, welcome and thank you for joining me today.

Ginnie: Thanks, Tray.

Career Background

Tray: For the benefit of our listeners, could you please give us a brief synopsis of your career history to date?

Ginnie: Going right back to the beginning, I went to Saint Andrews in Scotland and met my husband, but more than that, I completed an Art History degree. I should be at Christie’s or Sotheby's, but I always wanted to work in fashion. Honestly, I didn’t know what that meant initially. I thought about going to Central St. Martins. I really worked hard, built up my CV, and found myself at British Vogue right place, right time, staying for 12 years.

Tray: And that was your first job post-university?

Ginnie: Yes, that was my first job. You start from the bottom, and I didn't realize how much I was learning at the time. It was a great place to work. Despite what people think from 'The Devil Wears Prada,' it wasn’t horrible or bitchy; it was wonderful. I started on the commercial side, selling advertising, then moved to become the retail editor of Vogue, which I did for about four years.

Career Transition & VCH Style Evolution

Tray: What was the moment, 12 years later, that led you to think about starting VCH Style?

Ginnie: Having had two children, I couldn't make the finances work, and commuting became too much. I remember running back through the station car park from a work event in Liverpool, not liking the dark, and thinking, something's got to give. My husband noted that I was bringing home bags but not the bacon. It was triggered by The Telegraph picking up an article I’d pitched about my real wardrobe after Vogue, reflecting that women aren’t shopping the way fashion suggests.

Tray: That’s quite a shift. Tell us about VCH Style.

Ginnie: VCH Style is a reflection of my role at Vogue as a retailer today. I'm often public facing, wheeled out for events, giving trend talks to industry insiders. I presented the Vogue report to the fashion and beauty industry. I leaned on my strengths and my love for writing, which landed me a regular column with the Telegraph. I enjoy public speaking and encouraging women to find more confidence from their clothes, a common struggle for many.

The Influence of Motherhood and Reinventing VCH Style

Tray: The point about juggling motherhood with a career will resonate with many listeners. You thought there would be a new career pathway starting with VCH Style, originally as styling and personal shopping with private clients?

Ginnie: Yes, it originally started out with the idea of personal styling and shopping, but it has reinvented itself over the last few years based on my experiences and what I learned from my audience.

Tray: And how has VCH Style reinvented itself over the last few years?

Ginnie: Honestly, it has evolved to match what I did at Vogue but with a stronger public presence. I started writing for the Telegraph as a contributor and began giving public trend talks. It's about encouraging women to find confidence in their clothes, which can be an age-old conundrum.

My first event was with Ralph Lauren as a styling event in-store. Over time, it naturally led me to focus more on sustainability, understanding fabrics, workers' rights, and asking the tough questions, which I then channel into my writing.

Sustainability and Fashion

Tray: How do you determine your message to the market, especially with the increasing focus on sustainability in fashion?

Ginnie: There was no business plan at the start; it all came very naturally to me. My main concern is to tread a fine line between encouraging and brainwashing. I'm not a scientist or a sustainability expert, but I try to maintain the attention of my audience, ranging from my mother reading the Telegraph to teenagers seeking work experience. My goal is to balance serious content about what clothes are made of and support charities, while also sharing the fun side of my life with my kids.

Audience Engagement and Trends

Tray: Are you able to see that there is more engagement with some of your sustainability messages?

Ginnie: Oddly, one of the most successful things I've done is show people how to get more wear out of their own wardrobes. It’s about making the point that you don't need to shop as much as we've become accustomed to. For example, a dress you buy in spring can work for winter too. This idea is what I take to brands like Boden, showing them that while they might not seem sustainable, changes are happening slowly.

Economic Influences on Consumer Behavior

Tray: Your point about buying fewer items and being more considered with what we purchase is incredibly relevant in today’s economic climate.

Ginnie: Yes, one silver lining from the cost of living crisis might be that people naturally shop less because they can't afford it, encouraging a slower pace of consumption. Walking down Carnaby Street, the allure of consumerism is strong, but it's overwhelming.

Final Thoughts

Tray: It's a real challenge to balance consumer desires with sustainability. What’s next for you and VCH Style?

Ginnie: I'm trying to juggle research with consultancy. For instance, I’m speaking with partners about sustainability projects and continuing my writing and speaking engagements to spread the message of responsible fashion.

Tray: Ginnie Chadwyck-Healey, thank you so much for sharing your insights with us today. It's been enlightening.

Ginnie: Thank you, Tray. It’s been great discussing these important topics with you.

This edited podcast transcript was part of our wider Bitesize series on Links. If you liked what you have listened to/read, please check out the rest of our catalogue here.