Passionate, Determined and Unstoppable! US Advertising director of Condé Nast International, Alessandro Cremona has always desired the sense of freedom in his lifestyle. From the chapters of his life to magazine issues, picking up clues on the road to success, he has excelled in combining his instincts and ambitions. Following his heart from Italy to New York and beyond, he tells us how he made himself the cover of his career story…
“I think one must have courage in life to follow their instinct because it always leads us to our calling.”
Tell us about how you started your career:
I was 23 years old, straight out of business school and not really certain of my direction or passion, as I feel many young people come out of school wondering where to start as they don’t have enough of life experience and depth of understanding oneself which we acquire much later; of course it is different for the ones that have a tremendous passion or talent so that carves their path immediately and it is the only path for them. I saw an ad in the paper.
Why did you decide to go straight into work?
After studying English in London for six months and getting my first taste of “life abroad on my own” I gained an experience of freedom (as you know in Italy the family is very strong and many generations end up living and working in the vicinity of their hometowns); I wanted to implement that in my daily life; working gave me that sense of freedom- a notion that it can lead me to different places and experiences.
Have you always been interested in fashion?
I have to say that I always found clothes to be a statement of one’s personality and being Italian, we collectively as a nation with our centuries old manufacturing traditions and artistry, find style and clothing- fashion to be an art form and we do with food and many other areas of life. It is a sensibility.
Why? What is it about fashion that you like?
I like the creativity in the designs that transcends fashion into an art form- I highly recommend the movie- “The First Monday in May” that speaks about that- is fashion an art form, I like that it allows people to express themselves daily. It channels their creativity.
“I was always very determined and passionate, since day one”
How did you get the role as US Advertising Director at Condé Nast International?
I always had a longing to live abroad and to experience a world different that my local surroundings. I was working in Milan as the Advertising Director for Vogue Gioiello (Vogue for jewellery) and when the opportunity presented itself, I knew I had to go. Not too many of my colleagues were ready to embark on such a journey.
It was not easy to adapt to a completely new world but for me it was not a choice, it was something I had to do find the courage to follow my heart.
From start to finish, tell us what a normal day for you is like?
All I can say is HECTIC. A lot of emails and a lot of meetings and everything needs to be done immediately. One thing I can say after working all these years with many different countries, the US together with the Asian countries has the most unbelievable work ethic and proficiency. The business momentum in this country is like no other. The tempo and efficiency required pushes one and makes one aspire to be at their best constantly. It does bring out the best in you!! And it makes you not only grow your potential in business but it transcends into other areas of life. It gives one an understanding of their true potential.
What is it like working in between NYC & Miami? Tell us about the fashion scene differences.
I am Italian and Italians love Miami. It is the quality of life we feel there, it is work, mixed in with the outdoors, weather, a lifestyle.
Miami has come a long way. The art and architecture seen are very prominent. The fashion scene is getting more elevated with the fashion design district and Brickell City Center.
Before working on Vogue, did you read the magazine before?
I started working in Vogue relatively young, I was aware it was an icon magazine, but I at the time was not reading the articles as much as was interested in the styling and photography.
What was the first ever Vogue issue that you have worked on?
It was a jewellery special advertising section in Italian Vogue.
It was very exciting to work on that special. I went to my first trade show that was very successful and was very important to meet my first advertisers. I was always very determined and passionate, since day one.
In the first few weeks, when I started we had an anniversary issue with an event at the Triennale of Milan and I met Steven Meisel with Linda Evangelista and Naomi Campbell. It was magic!
“…Love that field and what you do, because then you will find a way to break in”
What would you have changed in the past (lessons learned) or the biggest regret in your career?
I have to say I have no regrets and I am very fortunate to say this. I had the most amazing career, worked with the most amazing people and product. I think one must have courage in life to follow their instinct because it always leads us to our calling.
How do you see the industry going?
The publishing market is now print and digital, so there are more opportunities and more experiences. Definitely the fashion industry is saturated, only the talents will emerge.
What would you look for when hiring an intern, assistant or employee?
I look for someone very organized because to be really be proficient in the level of business I work in, one has to be extremely well organized, meticulous and detail oriented. I look for creativity and thinking outside of the box as that is always an asset and the person stands out with their own angle to the task at hand. It inspires me and makes me grow and learn, especially in this new digital world. And there must be a sensibility and love for fashion, as we can only be successful if we work in areas of our strengths and what come naturally to us and not for the pay. That will follow.
What advice would you give someone who wants to get into this field?
I would say for this or any field, you must first love that field and what you do, because then you will find a way to break in. Take an internship, assistant job, any job that is remotely related to that field and your passion and hard work and perseverance with carry you through. Because we don’t see opportunity until we identify what it is that we really want to do. And do not let anyone limit your goal and your vision, but set a goal as high as you can imagine it and do not let anything or anyone stop you!
What is your career project?
Experiential events for brands to reach final customer.
“Do not let anything or anyone stop you!!”
THE INSIDER:
Your style in 3 words:
Italian, casual, chic
Your favourite colour?:
Blue
Who is your fashion inspiration?
Now: Gucci, Givenchy, Nicholas Ghesquiere
What is your best/worst fashion purchase:
Tom Ford shoes- best/ worst: True Religion jeans (but was a big trend at the time…)
Favourite fashion city:
Milan for style, Tokyo for trends
Hard copy magazine vs Digital magazine:
HARD COPY!!! Forever!!!!! The feel of buying the magazine, struggling to carry it, finding the seated spot and time of day to open it, and start looking through the pages, is an experience like NO OTHER!!!
Does Alessandro’s story inspire you? Ready to turn the page in your career path? Head over to our LinkedIn page to see job vacancies and to get started! We also encourage you to read our other interviews and discover more industry success stories.