Meet the journalist: Shelly Vella

Armed with decades of experience under her fedora hat and cowboy boots, the fashion force to be reckoned with that is Shelly Vella is heading for the freelance road. Ahead of her upcoming venture, we caught up with Shelly on where her career has led her so far. From shoots with Kate Moss to her very own fashion collection, there’s not an enviable experience that Shelly hasn’t turned her hand to. Keep reading for her top tips for PR, career highlights and what’s next on her journey…  

How did you get started in the industry and what titles have you worked for over the years?    

I fell into fashion by chance, I’d always wanted to be a writer and do something creative but hadn’t especially been interested in fashion. I interviewed for a place at the London College of Fashion on their HND fashion journalism course and honestly didn’t think I had a hope in hell. To my astonishment I got in (I’ve never fessed up to this before, but at the interview I didn’t even know who Katharine Hamnett was, I think I majored in waffle that day). Anyway, as part of the course we were sent on placements and my first one was British ELLE which had just launched. Such an exciting time in the magazine world and from there on in I didn’t look back. I went on to briefly work in PR (Vivienne Westwood, Warehouse and Jeff Banks, Pam Hogg…) then my first proper job was for SHE magazine. I then went on to work for the Clothes Show Magazine, YOU magazine (first time round in the mid 90s where I worked with Kate Moss, Naomi Campbell and the big, big budgets that newspapers had at that time). I left YOU magazine to join Company Magazine as Fashion Director for 6 years, then to Marie Claire Health & Beauty Magazine and onto Cosmopolitan for 15 years. I had a brief stint of very creative freelance between Cosmo and then joining YOU Magazine again in 2018 as fashion director under the brilliant Editor, Jo Elvin . I’ve been at YOU magazine since and am about to leave to work on more creative consultancy and freelance projects.   

What led you to your role? 

In terms of my role in magazines, as I explained above, it was more luck than judgement, I yearned for something creative and couldn’t face the marketing courses and career paths that were being suggested by careers advisors at school. 

What career highlight stands out to date? 

I’ve been incredibly lucky to have so many highlights. In terms of a big wow, creating a collection for Miss Selfridge during my time at Cosmopolitan was a big career high for me. We travelled to India and that’s where I gained inspiration for the pieces. I had a window in Oxford Circus and my name on swing tags. It was an incredibly proud moment. Project Green was also a career high, whereby I was sponsored by Olympus Cameras to do an exhibition in Bermondsey on the back of a fashion story I shot for Cosmopolitan whilst out in the Maldives. Finally working with Kate Moss, Bianca Jagger, Felicity Kendall and so many of the wonderful models I have had the pleasure to collaborate with. 

What advice or tips would you give someone wanting to start out in the industry?  

It’s so tricky to get into fashion in the magazine world nowadays. Less magazines (you can see from how many I’ve worked for that now don’t exist) and more competition. So, stand out, work hard, be dogged, offer more and don’t rest on your laurels. The majority of people I have hired for any of the departments I’ve worked in, have come via work placements. You get to see how committed someone is that way – on a day-to-day basis.  

 What is a typical day for you?   

I’m up at 6 and generally at my desk by 8.30. I’ll catch up on emails and new launches, I may have a press breakfast first thing or I may just work on moodboards and call ins for forthcoming shoots. All in all, my day is a moveable feast, if I don’t have copy to concentrate on nor pictures to edit, I’ll be planning what’s next or catching up on press events. 

How do you think media has changed over the years?  

Less publications, less budgets, less people – more work. It’s a difficult landscape with the cost of paper now sky high and more people consuming their media via digital devices. It’s harder to reach a younger consumer unless you’re very attuned to the socials they use or the brands they want to be a part of. Content creators and influencers changed fashion massively, with many PR’s shifting focus to a more organic way of promoting merchandise. I can’t knock it, it’s worked, and really good creators inspire trust – just like magazines used to. Sadly, there are a lot of influencers who are just looking for a quick buck and a freebie. 

What do you expect for the future of print and journalism?    

For mediums that haven’t embraced creative online space – I think they will struggle and fade. For news forums that deliver innovative journalism and content in a snackable way – boom time. Sadly, print is gently ebbing away. 

What do you think makes a good story?  

Newness. After 30+ years in this industry I feel like I’ve seen every fashion and beauty story before – fresh ways of presenting, reporting and revealing something exciting is always a great starting point. PR has to be less prescriptive – quickly acclimatising to new trends and changes. So too journalism. 

What do you think makes a great PR agency?   

Quick fire individuals who pay attention to detail – deliver exactly what you need and even pre-empt what you need. It’s not about fuss and frills – it’s about clever takes on a brand story.  

What are your do’s and don’ts for PRs?   

Please don’t send me an email that follows up a previous email that follows up one before that. If I haven’t jumped – generally I’m not interested or have filed for the future.  

Please read emails – the amount of replies I have asking questions that I’ve already delivered answers to in the original email drives me nuts. 

Please don’t pitch brands that aren’t relevant to the title. Pretty basic.  

What has been your favourite press trip/press event?   

I’ve had a fair few beauties in my time – from the India trip mentioned above; to a recent whirlwind luxurious Paris trip with Dior to walking courses at Badminton with Ariat. Too many to recall – I’ve been so lucky! 

What makes a brand/product stand out for you?    

Excellent visuals, fair price point and sustainability/ethical credentials. Not necessarily in that order. 

If you didn’t end up where you are, what alternative career would you have chosen?   

I think I would have worked for a gallery as a curator – I was heavily into art and studied art history. 

Is there a big story you wish you could have written/broken? 

Never too late…