The Business of Fashion with Marie Claire's Editor in Chief Nikki Ogunnaike
Episode Release Date: October 8, 2024
In this compelling episode of The Journey with Morgan DeBaun, host Morgan DeBaun sits down with Nikki Ogunnaike, the Editor in Chief of Marie Claire, to delve deep into the intricate dynamics of the fashion industry, the evolving role of women in media, and the impact of digital platforms on personal style and journalism.
Understanding the Fashion World
Morgan kicks off the conversation by expressing her curiosity about the seemingly opaque nature of the fashion industry, especially from her vantage point outside the traditional hubs of New York and LA. Nikki demystifies the industry by emphasizing that, fundamentally, fashion is a business like any other. She explains:
“At the end of the day, it is a job. Right. It's a part of my life. And it's definitely extremely glamorous.”
— Nikki Ogunnaike [04:11]
Nikki highlights that fashion shows, traditionally exclusive trade events where editors and buyers dissect trends, have become increasingly democratized thanks to social media and television, allowing a broader audience to engage with fashion.
Economics and Trends of Fashion Shows
The discussion shifts to the economics behind major fashion events. Morgan shares her experience attending the Harlem Fashion Rose show, noting its high costs and theatrical flair. Nikki elaborates on this, describing fashion shows as massive marketing campaigns where brands invest millions to showcase their collections. She breaks down the various stakeholders involved:
“Everything that goes into a fashion show... can look unassumingly easy. But there are so many people that go into making this like 20 minute experience... and cost like millions of dollars to put on.”
— Nikki Ogunnaike [06:27]
Nikki underscores the significant return on investment for designers, as successful shows translate to increased brand awareness and sales.
The Role of Influencers in Fashion
Morgan inquires about the rising prominence of social media influencers in fashion events. Nikki celebrates this shift, noting that influencers bring a democratizing force to the industry:
“I think it's so important that you're in this room. Not only does this sort of continue to democratize the space... but I think it's really important to sort of just be cognizant of the fact.”
— Nikki Ogunnaike [10:05]
She acknowledges the evolving landscape where influencers with massive followings play a crucial role in shaping trends and engaging diverse audiences.
Nikki’s Career Path
Nikki shares her journey from graduating from UVA in 2007 to becoming the Editor in Chief of Marie Claire. She recounts her early days interning at Elle and Harper's Bazaar, transitioning to digital roles at Glamour and Harper's Bazaar during pivotal moments like the Black Lives Matter movement and the pandemic. Her career trajectory underscores the importance of adaptability and seizing opportunities in the digital realm.
Evolving Role of Women
The conversation delves into how modern women juggle multiple roles—professional, personal, and beyond. Morgan resonates with this as a new mother navigating safety concerns and personal interests. Nikki emphasizes Marie Claire’s commitment to being a holistic platform for women:
“Marie Claire has always been a space for women of substance... to bring all parts of themselves to the table.”
— Nikki Ogunnaike [15:45]
She highlights the magazine's role in supporting women through life’s various milestones, from fertility journeys to business negotiations.
Election Coverage and Political Engagement
Morgan and Nikki discuss the magazine's approach to covering politically charged topics amidst the election season. Nikki explains Marie Claire’s strategy to focus on issues rather than endorsing specific candidates:
“We think about it more from an issue standpoint. I don't think that, and I won't pretend to think that Marie Claire is full of only liberal women...”
— Nikki Ogunnaike [21:19]
She emphasizes the importance of encouraging voter registration and addressing issues that particularly affect Marie Claire’s demographic, advocating for transparency and factual reporting in the face of misinformation.
Digital Platforms and Misinformation
Addressing the rise of bots and misinformation on social media, Morgan shares her concerns about cloned accounts and race baiting. Nikki echoes these fears and underscores the critical need for media literacy:
“Facts matter. Media literacy matters. Like all of that. It's really important.”
— Nikki Ogunnaike [24:20]
Both agree on the paramount importance of supporting trustworthy journalism to combat the spread of false information.
Fashion Trends vs. Personal Style
The dialogue shifts to the tension between fleeting fashion trends and developing a personal style. Nikki criticizes the fast-paced trend cycles driven by platforms like TikTok, which often pressure consumers to constantly update their wardrobes:
“It made you standard... it is such a dangerous, like, just irresponsible message to send...”
— Nikki Ogunnaike [25:10]
She advocates for cultivating personal style that reflects one's lifestyle and individuality, rather than blindly following transient trends.
The Bridal Industry and Consumerism
Morgan, as a 2025 bride, brings up the overwhelming consumerism in the bridal industry. Nikki acknowledges the high costs associated with traditional weddings and notes emerging trends towards more intimate and financially sensible ceremonies:
“People are just sort of being like, you know what, we're just going to do city hall and we're going to buy a house instead...”
— Nikki Ogunnaike [38:29]
She highlights Marie Claire’s role in promoting diverse narratives around weddings, encouraging women to prioritize meaningful over extravagant celebrations.
Supporting Journalism
In concluding the episode, Nikki passionately advocates for supporting journalism financially:
“You have to support journalism. Right? And the way you support journalism is through your dollars.”
— Nikki Ogunnaike [41:33]
She urges listeners to subscribe to publications, emphasizing that financial support ensures the continuation of fact-checked and high-quality journalism essential for a functioning democracy.
Closing Remarks
Morgan and Nikki wrap up the conversation by discussing future projects and how listeners can stay connected. Nikki mentions the upcoming season of her podcast, Nice Talk, which will explore money, power, and style—three pillars central to her editorial vision.
Connect with Nikki Ogunnaike:
- Instagram: @NikkiOgoon
- Podcast: Nice Talk by Marie Claire
Support Journalism:
- Subscribe to your favorite magazines and newspapers.
- Consider supporting independent journalists and reputable media outlets to ensure the integrity and continuation of quality reporting.
This episode offers a nuanced exploration of the fashion industry's business mechanics, the pivotal role women play in shaping media narratives, and the essential need to uphold journalistic integrity in an age rife with misinformation. Nikki Ogunnaike's insights provide listeners with a deeper understanding of the complexities within the fashion world and the broader media landscape, encouraging a more informed and intentional approach to personal style and media consumption.