The contemporary professional fashion identity involves many roles. In fact, having a single title is now an obsolete concept—today, a fashion designer is also a product developer, charity entrepreneur, editor and consultant, while a hairstylist moonlights as a TV commentator, author and even art enthusiast. To better understand the trend and the motivation behind these multi-titled professionals, we interviewed a network of multi-taskers to weigh in on their seemingly insatiable professional appetites. Next in our series is Dominic Sio, a London-based multi-tasker with roots in myriad media and fashion projects.
JC Report: Tell us about all the projects you’re currently working on and the titles you attach to them.
Dominic Sio: I’m the co-founder, editor and creative director of Stimuli magazine and art director of Art of Consumerism, a design and PR consulting firm. Currently I’m working on new logo design for Gazelle, an electro-pop, funk-disco musician from South Africa, and designing a logo and website for London-based Korean designer Eudon Choi, who is showing his first collection at the next London Fashion Week. I’ve just shot the jewelry campaign for Belmacz, while dreaming up a new concept for a design conference, among other things. I love to keep busy busy busy!
JCR: Is each role independent of the other or do they overlap at points?
DS: They tend to overlap because everything I do is intertwined.
The world is like some sort of an experiment right now—more
and more things collide in a cross-/multi-genre way, more than
say, 10 years ago—especially when you work in the creative field, you
can really see that transition. Multitudes of people tend to multitask
these days; everyone’s a little multi-disciplinarian.
JCR: Do you think modern day culture promotes seeking success in
DS: Certainly it does, especially for the “I-CAN” generation and those who are working in it and want to be a part of it.
JCR: Do you work in your current capacity to stay master of your own destiny or do you work out of necessity?
DS: I’m happy to be able to multitask, and do what I do so that I can get things done a certain way, having learned never to rely on others.
Moreover, it’s a great feeling when you know you’ve achieved something.
JCR: What’s the role of collaboration in your current work profile?
DS: I think collaboration plays a huge role today. Companies have
harnessed them to stretch their brand values further. It injects freshness into a project, and it is also responsible for the multi-disciplinary cross-genre approach to many things today.
JCR: In the future, do you envision experimenting with even more roles?
DS: Actually I’ve done a lot more before—from creative direction and visual merchandising for cutting-edge shopping malls to curating a special fashion event for brands like Nokia, etc., and people have been calling me “Multi” on the internet. But right now nothing is planned! The future is uncertain and if I were to do something, it’s only because it’s creative and fun!
JCR: Define your professional bliss?
DS: I hope I’m able to work in the creative industry for as long as I can since there’s never a dull moment. With the magazine we are able to reach out to more creative people and that means more interesting collaborations in the very near future.
This interview was conducted by Jason Campbell.