How did you get your start in the fashion industry?

My first industry experience was a brand marketing internship at Diesel in NYC, which I landed with a bit of resourcefulness and the support of my university alumni network. It's said that working at Diesel is a rite of passage for those in denim. I had no idea, but so many individuals there would go on to become some of my closest friends, as well as create a direct fast track to my first full-time role. I had the realization, even at this super early stage of my career, of feeling part of something legitimate because of the team I contributed to, the network I cultivated, and overall shared experiences within this industry.

The tasks in this role ranged from insanely humbling to somehow reaching top management at global HQ in Breganze, Italy. Here, I learned that professional work could be directly tied to creativity, culture, and my personal interests, plus drive the bottom line of a company’s business at the same time.

One of my favorite aspects at any stage of my career has been meeting new people and curating connections for others, so this first experience was a testament to that. I will never forget this concept registering so clearly, and how much creative industries overlap and how empowering it is.

What advice do you have for people who want to start a career in fashion marketing, but have little to no experience?

Have a conversation. The most valuable and easiest first step is to forge that human connection with someone in the field who is willing to share their time and experience. And to show them how excited you are to not only learn, but also personally contribute to this part of the industry. From here, you’ll be able to: (1) evaluate if this is truly a path you want to explore, (2) receive real-time feedback on questions you’ve had, and (3) hopefully gain a professional contact who can vouch for your skillset and credibility when an opportunity arises. 

Before the conversation, prepare. It will leave a negative impression when a busy professional taking time out of the day is willing to have an exploratory interview, and the person requesting time isn’t ready or equipped to have a productive conversation. This is your chance to display what you have to offer. Three simple things to remember: Show up early, research the person and their company/role/experience extensively, and have questions prepared. Keep doing this over and over and it’ll become second nature, plus land you at least a step closer than before.

What advice do you have for people with a few years of experience in fashion marketing who are looking to level up in their career?

This is almost an even more challenging place to be in than starting out, because there’s the expectation that you should know what to do next. You no longer have that excuse of not having any point of reference. It can be scary but also empowering after landing some initial experience to be able to decide where you want your career to go next. Again, research and connecting with others are my go-tos.

Today, there are endless resources—in the form of books, articles, social content, podcasts, classes, etc.—that exist to create your own roadmap to success. All the facts exist somewhere that will support the most informed decision and how to get where you want to be next. Of course, there’s no way to ever determine the “best” or “right” thing to do, but seeking out information and receiving educated feedback from others will help lead you there.

What are some misconceptions about working in marketing in the fashion industry?

Via media, stereotypes, and even very curated social content, it’s easy to assume that fashion marketing is simply a fluff industry role: extravagant parties, overhyped products, and crazy editorial campaigns. Yes, these are elements that do exist to get the job done, but the day-to-day is definitely not just the glamorous, sparkly highlight reel people see from the outside—we wish! Fashion marketing means something different everywhere, and the term itself is evolving daily. Tasks and expectations vary company to company, and by which values/tactics each organization deems critical, but, overall, I want to make clear that marketing is just as much about effective communication, disciplined processes, and data-driven KPIs as whatever could be referred to as the fun stuff.

Also, we all work hard! I’m constantly impressed by my teammates, or colleagues at other brands, who are concepting and executing amazing projects nonstop. It’s critical and rewarding to surround yourself with genuine, high-achieving individuals to continue pushing yourself out of your comfort zone to reach further than what you thought was even your highest possible potential.

Do you think you need to live in a fashion city, like NYC or Paris, in order to build a career in fashion marketing?

I think it’s important and valuable, yes. But, today, with the resources and means to connect that exist, it’s not impossible to build a fashion marketing career outside of one of these key cities. There definitely is an advantage, though, because of proximity to future project opportunities, curating connections, and overall being able to remain relevant. Staying top of mind among industry peers is important. Again, anyone located anywhere in the world can see what’s happening in another city at any given time, but if there’s a groundbreaking campaign taking place in New York, for example, it’s going to be 100% more valuable to experience these elements of the 360 marketing mix—for example, owned social, influencer product seeding, in-store experience—come together in person more effectively than reading someone else’s narrative or even the most detailed case study after the fact.

What are a few big takeaways you’ve learned about fashion marketing working at UNIQLO?

There are so many. But one immediate takeaway after being at the company for several years is balance. This concept is relevant in so many ways. For example, in something tangible like a campaign strategy but also in the skills needed to be a well-rounded teammate and leader. Then, in a larger sense, to build a team itself. The strongest teams naturally lead to the most productive output, and I believe that is a product of each team member playing to their unique skills and strengths only they can bring, all the while filling in and supporting each other constantly. Another important element of balance is being able to bridge inherent, somewhat subjective skills—like creativity, charisma, and taste—and being “in the mix” with data and numbers that allow you to tell a story and build a case with data. This is probably the most challenging but useful skill this experience has encouraged me to pursue and master.

John C Jay, our President of Global Creative at Fast Retailing, UNIQLO’s parent company, is constantly encouraging all of us within the company to experience art and creativity firsthand and build connections with others doing meaningful work in the industry. For example, stop by a new brand’s pop-up, visit that museum exhibition by an artist you’re not yet familiar with, browse a book or magazine by an up-and-coming writer, and strike up conversations in those spaces. Experiencing and living culture in our daily lives is critical to living creatively and bringing fresh, relevant, exciting ideas for how to reach the end customer. I’ll sum up these thoughts by one of my favorite quotes from John: “When creativity blurs all the distinctions between day job and after hours, if you cannot tell whether you are working or playing, then inspiration takes over.”

What are some of your favorite fashion partnerships you’ve worked on throughout your career?

UNIQLO itself has provided me with enough professional memories for a lifetime. Since I’ve been part of the global team based in Tokyo since January 2025, every day has been a new learning process full of curveballs and discoveries. I really enjoyed partnering with all regions, especially my incredibly talented and dedicated teammates in New York, to launch our Studio Ghibli UT T-shirt and sweats collection last May. In the U.S., there was a bicoastal strategy full of so many fun—and strategic!—local activations. Despite being up against just about every possible challenge, the campaign rollout and launch were a massive brand-building and business success, which was the result of a massive global team effort and support across multiple time zones and languages.

Right before my transition to the Tokyo team, I took on a hybrid local/global role for our three-way UT collaboration with Cactus Plant Flea Market and SpongeBob SquarePants. It was super memorable for that exact reason, and it was my last big project before making the transfer to Japan HQ. Again, as with the most meaningful projects, there seemed to be a challenge in sight before every win. I appreciate any project where I can collaborate with old friends as well as push the brand out of its comfort zone for both product design and marketing, and I enjoy taking on that liaison role between the partner and our internal team. Overall, it’s also been amazing to work among big and varied names across the worlds of entertainment and designer fashion, from Marni to Disney, Jil Sander to Billie Eilish and Takashi Murakami, JW Anderson to Pokémon, Engineered Garments to Formula 1. The depth of projects remind me just how versatile UNIQLO is and how LifeWear is truly created for anyone and everyone.

Pre-UNIQLO, I’ll give an honorable mention to my first foray into collabs with Lil Yachty and New Era at Nautica, and learning all about event production and logistics through NYFW:M with the CFDA and countless trade shows across NYC, Las Vegas, and LA during my wholesale days.

What would you like to see change in the field of fashion marketing and, more generally, in the fashion industry?

There are so many positive changes that I’ve seen in the field and industry throughout my experience. It’s incredible now the sheer amount of resources people have to research, build their own path, and create connections. This isn’t something that is an issue with the fashion industry itself, but I wish I could tell my younger self that there is a realistic, enjoyable career with transferrable skills and integrity that exists within creative marketing.

As many others with immigrant parents or who are immigrants themselves, we’ve been conditioned only toward the most secure, linear, and transparent career paths because our elders didn’t have the opportunities or flexibility to explore anything else. It was survival. This is more of a message to the next generation that mindsets can shift and it’s absolutely possible to apply the lessons and work ethic instilled in us by our heritage and family experiences, and still explore a creative, entrepreneurial, bottom-line-driven career.

I’ll conclude with another quote from John C Jay that best captures my current career and life journey all in one: “The intersection of culture, creativity, and social good, bringing together the best of the philosophies and practices of East and West is a wonderful way to build an office for those who have the commitment and a vision for personal growth. For me, the joy of hard work comes with so many perks in life, to be able to build an office of connection to the most creative and interesting people in the world.”

Janice, thanks for sitting down with Careers in Fashion and sharing your experience with everyone!

Photo credits: Photos of Janice Szeto courtesy of Kara Chung. All other photos courtesy of UNIQLO.