The 2021 MFMS Recap
Day 1
As the clock struck 11:00 on the morning of March 8, 2021, 1200+ attendees sat at their computer screen waiting for the Michigan Fashion Media Summit to unfold in front of their eyes. It was the first year that the MFMS had gone entirely virtual, offering an unforgettable three day experience to anyone with a computer or phone, free of charge. It was also the largest audience the MFMS had seen to date — 2.5 times our prior attendance rate. We — the student members of the team — had been planning the highly anticipated summit for months, and were waiting eagerly to watch our hard work come into fruition. And when the opening video began, the attendees and team alike got their first taste of the excitement that was to come.
Following the opening remarks made by Co-Presidents Juliette Sibley and Katie Lowenbaum, the MFMS opened with a keynote conversation with Maverick Carter, CEO of The Springhill Company, and moderated by Nathan Forbes, President and Managing Partner of The Forbes Company. Carter explained his life story to the MFMS audience, detailing his roots as a Nike intern, the relationships he formed during that time (including his friendship with the legendary Lebron James), and how this experience ultimately led to where he is today. Carter additionally answered questions about being an entrepreneur, offering advice on creative thinking, motivation, and community empowerment, telling the attendees: “Empowerment doesn’t mean making more money or being on a TV show, it’s a feeling, it’s an emotion. It’s knowing that I can achieve something.” His incredible success set the tone for the rest of the day, reminding viewers to, “Never stop hearing the voice of the creators and the creatives.”
After Carter’s engaging opener, we had a panel of extremely successful women in the fashion industry discuss the value of the career pivot, consisting of Nancy Berger, SVP/Publishing Director and Chief Revenue Officer at Cosmopolitan, Women's Health, and Seventeen Magazine, Marisa Thalberg, Executive Vice President, Chief Brand and Marketing Officer at Lowe's, and Sharon Kanter, Senior Director of Editorial and Content Strategy at Stuart Weitzman. Jenny Rooney, Editorial Communities Director and Chair of the CMO Network at Forbes, moderated the conversation. Nancy Berger spoke on self-awareness with knowing strengths, weaknesses, and having confidence in ability, stating, “It's important to feel ownership of what you do know and what you don’t know. You’re not going to know everything, but sometimes you know more than you think.” And despite the constant challenges that come with the fashion and media industry, Thalberg offered encouragement on keeping positive in the face of adversity: “When you hit the inevitable bumps in the road, remember that your ability to go through the hard parts and not just relish in the good parts is essential.”
We then had our panel focused on social impact initiatives and brand interaction, with speakers Samantha Fennell, Founder of Hone/The Athari Collective, Nana Agyemang, CEO and Founder of EveryStylishGirl, Monique Francis, Co-Head of Content and Social Impact Executive, and Brand Consulting at Creative Arts Agency, and Courtney Wartman, Global Brand Marketing Director at Free People & FP Movement leading the conversation. The talk was moderated by our very own Marcus Collins, a lecturer of Marketing at the Ross School. The conversation mirrored this past years’ emphasis on accountability and equity within all realms of the workforce, highlighting a need for improvement in amplifying the voices of marginalized communities. While many companies took pledges to diversify their staff to reflect a strive toward a more representative and just playing field, many organizations treated DEI efforts as just another check in the box. This behavior is unacceptable, and as consumers, we must hold these businesses accountable. Samantha Fennell stressed the importance in doing so, offering the advice: “I always say follow the money, and that will lead you to the intent, both short and long term. A lot of brands made pledges but then stayed quiet.” Courtney Wartman echoed this sentiment, highlighting the strength and significance of purchasing power: “We have to go forward. The work is in our hands now. We must be reflective about the past, but we need to use our choice. “
At 5pm, the Summit began its first primarily interactive portion of the event, offering attendees a Q&A session with Serena Kerrigan, the queen of confidence and creator of the the Instagram Live Reality Show, Let's F**king Date. Kerrigan began this portion by offering her insights to the audience, successfully drilling home the importance of confidence and self-worth in all spheres of life. Unapologetically honest and ruthlessly herself, Kerrigan showed the MFMS the value of believing in oneself through and through. She explained to the audience, “The way to be confident is to treat yourself like your best fucking friend. [...] Talk to yourself in the mirror and hype yourself up. You cannot be truly happy until you love yourself.” Kerrigan continued this sentiment by advising attendees to reflect on the tone of their internal dialogue: “The way you talk to yourself, that carries weight, it’s the script to your life, you’re writing your own character. You proclaim who you are in your life.”
The day ended on an encouraging note for all of our evidently ambitious attendees through a conversation with Matthew Trent, SVP of the Human Resources Luxury Division at L'Oreal, on landing a dream job. Trent offered the MFMS valuable information on how to best network, recruit, and advocate for personal goals while searching for a career. He encouraged audience members to maintain an active presence on LinkedIn, work to build a personal brand, and do your homework on companies of interest. Trent additionally professed the powerful advice of, “Be comfortable with saying no” — something all of us should keep in mind when establishing professional boundaries.
Day 2
We kicked off day two with an incredible panel conversation on the future of technology in fashion with Scott Zalaznik, Julie Borenstein, and Alison Meyer, moderated by founder and president of Leave Your Mark LLC Aliza Licht. Zalaznik, the senior vice president of digital at Adidas, emphasized how job roles are changing in today’s digital world and the importance of being curious in your career. “There is nothing more matrix than digital,” he explained, “that collaborative spirit and fast mentality is separating the ones who will win versus the ones who will not.” Borenstein, co-founder and CEO at THE YES, echoed this thought, advising that given the ever-changing digital landscape, young entrepreneurs should seek opportunities where they can soak up as much information as possible. “Nothing replaces experience,” she said. Meyer, the industry marketing director at Afterpay perhaps best captured the essence of this conversation towards the end of the panel. When talking about the effects of the COVID-19 pandemic on fashion, she divulged, “I think the fashion industry is in a period of evolution, and I am excited to see how the physical and digital world are going to meld into one place.” We could not have said it better ourselves.
Then, the MFMS attendees got sweaty. Meghan Mcferran, creator of CitySweat, led us through an energizing workout that left us sore for the rest of the summit. After (so many!) crunches and leg lifts, Sweats & the City’s Dale Borchiver and Elizabeth Endres discussed their experiences in starting a fitness blog during a Q&A session with the audience. The key takeaway? That mental and physical health feed off each other, and that especially during the pandemic, we must each strive to find our personal balance between the two.
At the halfway point of day two, we had a keynote conversation with Rachel Zoe and Rodger Berman. Zoe started her career as a stylist and went on to found Rachel Zoe Inc.: a business dedicated to her numerous talents, including designing, styling, and fashion reporting. Berman, Zoe’s co-CEO and husband, manages the finances and brand strategy at the company. Together, their discussion on their careers and personal lives was an elucidating one. From advising attendees to seek careers driven by passion to demonstrating how style is the best form of self-expression, Zoe and Berman left nothing unsaid. But above all, they emphasized the importance of being business savvy in the fashion industry. “You can be a creative person and follow your passion,” affirmed Zoe, “but ultimately, you need to have a deep understanding of the business. Business knowledge is invaluable and you can wear that knowledge as armor.” For those seeking a career in fashion, this conversation could not have been more worthwhile.
Networking can be difficult, which is why our next speaker’s talk on how to network as a creative offered such practical insights. Greg Gittrich, CEO of Creatively, advised creatives on how to use the Creatively platform to gain visibility with brands. “Be concise but detailed, and let your portfolio tell your story,” he suggested. If you’re a creative, this platform will surely make your life easier.
The summit continued after a brief break with a conversation on mental health and fashion between Katie Sands, founder of the HonestlyKate blog, and Peiman Raf, co-founder of Madhappy. A key takeaway from their discussion was the importance of starting conversations about mental health. Sands explained how the fashion industry has been incredibly cut throat for years, thus creating a need for people to talk about their experiences, both positive and negative. Raf agreed, saying that “the more people that begin talking about mental health, the faster the snowball goes down the mountain and this conversation continues.” Fostering an environment in fashion where we can destigmatize mental health issues and be open to these kinds of conversations is precisely what the industry needs in order to keep moving forward.
The last event on day two was a poll-style Q&A with none other than the We Met at Acme podcast’s Founder Lindsey Metselaar. She started her podcast upon realizing how little people openly discuss dating experiences considering how necessary those conversations are. Based on people’s live responses to the poll questions, Metselaar elaborated on how TikTok content differs from other social medias, mainly in how it fails to adequately showcase reality, and how difficult it can be to put oneself out there and talk about taboo subjects. Just as with mental health, starting conversations about stigmatized subjects like dating and sex is important for everyone.
Day 3
The final day of our summit kicked off with a panel conversation on the pandemic’s impact on retail and e-commerce moderated by Anne Walsh, Divisional Vice President of Retail Merchandising at Michael Kors. Speaking on this topic were Marianne D’Elia, Head of Marketing and Planning at Shinola Detroit, Gabby Etrog Cohen, Marketing & Communications at Harry’s, Annie Xiong, Senior Partnerships Manager at Shopify, and Thibaut Perrin-Faivre, SVP of Retail at Burberry. The panel brought up many key takeaways from the past year in business. One major theme of the conversation was the importance of effective communication with consumers. Gabby Etrog mentioned how companies “must be really transparent and honest,” while Marianne D’Elia highlighted that her team’s number one focus has been “making [her] customers feel safe and important.” The pandemic has also affected the lives of these companies’ employees. Annie Xiong described the importance of keeping employees inspired and motivated, in her experience by “fostering [Shopify’s] strong sense of community and culture despite being distanced.” These panelists clearly understood how difficult this year has been for so many people. Their feelings were eloquently summed up by Thibaut Perrin-Faivre, who shared his four key words for how to act during this time: empathy, empowerment, trust, and kindness.
After our initial panel came a live workout and Q&A with Founding Trainer of Rumble, Joe Ferraro. After breaking a sweat, he talked about the story behind his clothing company, Change of Heart, and gave insights into the industry. Joe recounted how he introduced his clothing line through Rumble when he noticed a gap in the streetwear market. So many companies were selling their products at wildly expensive prices, so he had the concept of “building a brand of premium streetwear but giving it to people at an approachable price point.” Joe also spoke on the value of the market space his online workouts operate within. He knows the digital model of fitness is here to stay, and may even become the norm.
As we cooled off from the Rumble workout, KeJuan Wilkins, Global Vice President of Enterprise Communications of Nike, and Desmond Marzette, Partner and Creative Director at CAA AMP, gave a fireside chat on style, culture and the power of brands. KeJuan described how brand growth occurs during times of discomfort, and when consumers hold brands accountable as they have this past year they learn to challenge their assumptions and find new, creative ways to accomplish their goals. Furthermore, he noticed that while there is plenty of discussion around diversity and inclusion, companies are quick to act on seeking diversity but need to push more for inclusivity. As he sees it, “you can’t really achieve diversity and inclusion until everybody feels like they have an equal voice.” On the same topic, Desmond added that diversity and inclusion needs to be a significant focus in the workplace, because it’s “not just enough to check the boxes.” He also gave advice for young people looking to work creatively, highlighting the value in seeking out jobs immersed in culture and the importance of building a portfolio to stand out professionally.
Participants then turned to the networking tab of the virtual summit to learn from fashion and retail industry professionals. Professionals from all parts of the industry, including some former MFMS team members, joined to speak with students and give advice for those preparing to launch their careers.
When the networking came to an end, everyone’s eyes were glued to the closing keynote. Moderated by Mika Brzezinski, co-host of MSNBC’s Morning Joe, MFMS participants were delighted to listen to Diane von Furstenberg, the fashion icon and recent author of Own It: The Secret To Life. DVF’s conversation stretched a number of topics, from stories of her childhood to life advice to reflections on the COVID era. A theme that continually emerged was that of female empowerment. Growing up with a mother who survived the Holocaust, DVF recalls always hearing that “fear was not an option.” Her mother pushed her to be in charge of herself, and she has since reflected that motivation upon others. This empowerment extends to every part of her life, whether it be the clothing she designs for women, her ability to help others follow in her footsteps, or her use of her platform to draw attention to social issues. She also gave plenty of advice to those in attendance. To her, it is critical to always pay attention—whether that be to others, to detail, or to what is being asked of you. Another important trait to DVF is trusting oneself. One of her many inspirational quotes of the day that stuck with us is “Be your own best friend. Hear everyone, but listen to yourself.” We could all learn a lot from DVF.
The day finished off with the announcement of the Fashion Forward Showcase winner, Lauren Zampaglione, and closing remarks from the MFMS COO Uma Chalik. Uma highlighted the groundbreaking nature of the MFMS’s all female executive board, an especially strong fact to acknowledge in light of celebrating International Women’s Day. While we’re sad the summit has now come to an end, the MFMS team is incredibly grateful for all of our guest speakers, partners, and attendees. We look forward to putting it on again next year!