Albertus Swanepoel: An Interview With the CFDA/Vogue Runner-Up

Albertus Swanepoel with model. Photo by Norman Jean Roy, courtesy of Style.com.

Last July, I posted an interview  with then-CFDA/Vogue Fund finalist Albertus Swanepoel. He had just been informed of his nomination and was quite simply flabbergasted. It wasn't that he lacked confidence in his millinery skills but rather hats, as he put it, were the 'orphan accessory' of fashion. Indeed, while his confections had graced the runways of top-level designers such as Marc Jacobs, Carolina Herrera and Proenza Schouler (to name but a few), his work was still a closely-held secret amongst designers looking for a finishing touch for their runway presentations. This is what makes his runner-up status so exquisitely sweet. He graciously accepted to submit to a follow-up interview for The Luxe Chronicles.

1. When we last spoke, you were practically in shock over the news of your nomination. What were your expectations going into the competition? Did you ever think you could win?

Well, I did and I didn't think I could win. Of course, you always dream but realistically speaking, my business was by far the smallest of all the nominees and to be fair, my craft is very much a niche. I've always said that hats are the orphan accessory of fashion so just being selected as a finalist by the CFDA/Vogue Fund was a tremendous honor for me.

2. What went through your mind when they announced your name?

To be honest, it all happened so quickly. One minute John Galliano was giving a speech and the next minute, Charlize Theron was calling out my name. I do remember thinking to myself when I first walked into the room that my table was the farthest from the podium and wondering whether it was a sign of some kind. It's just now starting to feel real to me.

3. What does this prize represent for you? What do you think this will do for your career and business?

Well, just being nominated has done a lot for my business already. I'm used to working in obscurity and suddenly I'm sitting across from Anna Wintour and Diane von Furstenberg (CFDA President) in my little 400 square foot studio discussing the future of my business! Making hats is a very precise and time-consuming craft. Most fashion designers don't understand what it takes to make even just one hat. I feel like my nomination has made my craft less obscure. Also, when I look at past runners-up like menswear designer Thom Browne or womenswear designer Phillip Lim and what it has done for their businesses, I'm very excited.

As part of the CFDA/Vogue project, I will be collaborating along with some of the other contestants on a GAP line that will be sold globally. This is a tremendous opportunity for exposure and I'm quite excited about that. I also look forward to pursuing collaborations with fashion designers. Since winning, I've been contacted by Marchesa and by Roland Mouret, two designers I've never worked with before and my Spring orders are up significantly from last year. So, all in all, this has had a tremendous impact.

4. In addition to a check for $50,000 USD, you get a coveted business mentorship for one year. How do you plan to make the most of this opportunity?

Well, I need to submit a 'wish list' of potential mentors to Ms. Wintour next week so this has been on my mind quite a bit lately. Currently, I'm very, very small. I don't have a financial backer, I don't even have a PR rep! What I hope is to grow my business such that I can distribute my products in new markets. I would also love to develop other accessories such as jewelry for instance. I need help to achieve this and so I'm grateful for the guidance of a mentor.

5. Thank you for submitting to another Q&A for The Luxe Chronicles. My hope is that one day, you become the Philip Treacy or Stephen Jones of American fashion! Good luck!

Thank you!

Comments

[Dahlia]

Nice interview!

Wow, I've never given much thought about a hat designer before, but indeed it's such an obscure niche market, yet has made tremendous impression on fashion throughout history. Only in the last 10-15 years have hat fashion scaled back.

I wonder if the next "it" accessory would be the hat? That would be interesting to watch!

[Helene]

Thanks TraiT! Mr. Swanepoel was indeed absolutely lovely to interview. It's really nice to see the spotlight shift to people who normally don't get as much recognition as their talent deserves.

I think Anna Wintour and Diane von Furstenberg deserve kudos for recognizing the potential of someone like Albertus and wanting to help him along. I say bring back hats for all!

Helene

[TraiT]

OMG!!! GREAT AWESOME INTERVIEW!!

Love how humble he is, and how star striked he was when facing Wintour and DVF. HAHA!