#dashmagazine

DASH Magazine

Feature / December 2014

"Label of the day"

This week Team Prettly spoke with NoéMie Schwaller of DASH Magazine, a cutting edge publication at the intersection of fashion, art and design. She tells us about what inspired her to start this one-of-a-kind publication, her life as an editor in London and, in true Prettly fashion, what the look she’s sporting on her nails right now!

 1.      Tell us a little about DASH

DASH Magazine is a biannual fashion print with a fresh concept of visual language and fashion imagery specialising in illustration, particularly in fashion art. The primary aim is to provide a unique aesthetic experience for visually aware and fashion-conscious people and to showcase international emerging talent. With many collaborators per issue, DASH pursues the social purpose of establishing a community of creation. DASH is a platform to showcase fashion art.

 2.      What is your typical working day like?

I arrive at the office between 8 and 8.30am and enjoy some quiet before everyone else arrives. At 10am we have a team meeting discussing who is working on what and tasks that have to be done, or any questions that may be raised. If the schedule allows, I head to the gym over lunch three times a week, which helps me a lot to find harmony and get rid off stress or anger that might have built up. Depending on the workload I leave the office between 7 and 8pm to cook something at home, but often there is some event or launch to go to after work. Reality though is that there is no such thing as a typical working day. I travel a lot and run back and forth to and from meetings, shows or social gatherings. When travelling, I sometimes only get to read my emails after midnight. I definitely do not have a ‘typical’ 9 to 5 office job and wouldn’t want that either.

 3.     How would you explain your own personal style?

Pretty relaxed, but varied. Having to dress up for a lot of social obligations or for example during fashion weeks, I tone it down on days spent at the office and at weekends and reduce the use of make-up, too. When going out the important thing for me is to wear shoes I will last in all night, or take a spare pair with me to change. Nothing ruins a nice evening more than aching feet. And no, I’m not the one dancing or walking home barefoot. As I cycle to work, you would never see me in a pencil skirt or maxi dress, but often a mix and match of designer items and basic wear.

 4.     Who are some of your biggest inspirations? 

Anyone who’s widely interested and interesting; people with knowledge and a good sense of social notions. That, I find inspiring, if not sexy. My godmother is someone I have always admired: her first own film, a documentary on dancing youths in a South African township, will launch in cinemas this March. When I was younger, during my BA, I looked up to Danielle Gurtner from the fashion department of the Swiss women’s lifestyle magazine annablle. She, too, has a large knowledge and interest beyond her primary tasks.

 5.      What has been one of your favourite ‘moments’ with your DASH Magazine journey to date? 

I’m proud when our launch parties are a success; I’m touched when people thank me for my work and my product. I’m relieved when we’ve settled a monetary deal; I’m happy when my team and contributors are too. Someone I look up to telling me I’m an inspiration for them – that’s a feeling making you whole.

 6.      What's the best beauty or fashion advice you ever received? 

Take as much time to take off your make-up as you need to put it on.

 7.      What are the future plans for DASH Magazine?

I’d love to interview and work with Swedish illustrator Mats Gustafson someday – his work is of high subtlety and truly intriguing. But he’s hard to get. At the moment we are in the midst of organising the next event where we will be launching our Spring / Summer 2015 issue as well as co-host the International Fashion Showcase London together with the Embassy of Switzerland in the UK, the British Fashion Council and the British Council. It’s the third year we are part of it and I hope to see you all down there mid-February.

 8.      What’s your favourite part about living and working in London?

Culturally, London has a lot to offer: Every day there is an opening, an exhibition, a show one could go to. The downside is it usually takes forever to get there and back, making you think twice whether it’s worth it. Furthermore, there are all kinds of amazing restaurants and cuisines to discover, something I enjoy with my loved ones.

 9.      What do you do to relax? 

Depends on the urge. Sport and sauna is a good way to feel relaxed – afterwards, that is – as is a hot bath or good sex. Cooking and sharing a bottle of wine with friends I find a way to relax too. In order to sleep I do need harder stuff though.

 10.    What nail varnish colour/brand/look are you sporting on your nails right now?

I’m quite varied when it comes to varnish colours – at the moment I’m wearing a dark, metallic blue. As I get them done, I can choose from the whole colour range, making it easier to try new shades. Real nails are a must – all those plastic and gel fingertips really are quite slutty I find, and I also prefer when toes and fingers colour-match. The rainbow days are over.

I started the season hobbling to fashion scout with all my luggage and just managing to usher Toria Brightside in before the doors closed, as she stumbled out of a car and up the stairs.

I’ve realised we give new meaning to many phrases, including “Fashionably late”.

Our first show was Jamie Wei Huang, a designer we’ve been following for the last 3 seasons.

Continuing in the vein of her…