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Coffee With: Elle.com Senior Fashion Editor Nikki Ogunnaike

Estimated reading time ~ 5 min
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Nikki Ogunnaike
Location: New York, NY
Job: Senior Fashion Editor, Elle.com
Education: B.A. in Sociology and Media Studies, University of Virginia
Twitter: @nikkiogun

How did your fashion magazine career begin?

I always knew I wanted to work in magazines. My older sister, Lola, is a journalist, and I interned in Domino’s public relations department for two weeks one summer during college. While that helped me figure out that I didn’t want to do PR, it also connected me to people who helped me secure internships in the fashion closets at Glamour, and later at Harper's Bazaar. After graduation, I moved to New York City and got an unpaid internship at Elle.com while also working as a salesperson at Club Monaco and a salesperson at my brother-in-law’s wine store.

I treated looking for a full-time job as a job; I did it for three hours a day. My sister’s connections definitely helped get me through the door, but before my first internship, she said, "don't embarrass me" – and she meant it. So I really worked hard and made my own opportunities. After six months of searching and countless interviews, I landed an assistant role in Vanity Fair’s fashion closet.

What was the most valuable experience you had early in your career, and how did you use it to grow?

After about a year at Vanity Fair, I became an editorial assistant at InStyle, where there weren’t many people who wanted to do fashion market and also write about it. My boss at that time (who is still the toughest editor I've ever had) recognized and helped foster my interest. If she asked me for a headline and didn't love it, there was no limit on how many more options she’d request. I learned a lot by doing … and doing. We worked a lot of long hours, and she has probably shaped my writing more than anyone in this industry, aside from my sister.

You now work exclusively in digital. How and why did you transition from print?

When I was at InStyle, my friend Jenni started a blog called I Spy by DIY. The blog led to a column in the magazine and, later, a book deal. That’s when I realized how much access came from being able to write and work online. I watched Jenni go through this entire process in a year and half, and the writing was on the wall: Publishing was changing. After that, I started looking for full-time work in digital media and landed at Glamour.com as a style editor.

You’re now Elle.com. What does normal day look like?

I usually work out in the morning and then start writing from my apartment, where it’s quieter. Our team chat room gets going early in the morning, but when I’m writing something, I try to avoid all distractions. I pull up our content management system, close everything else, and just write. Then I head into the office, go to meetings, and grab lunch. In the afternoon, I edit other people’s writing. I work with our news editor closely in order to determine what should go on Elle.com’s fashion vertical.

When I first started out, I tried to go to every event – art openings, talks, stuff outside of fashion, too. My sister taught me that the real work starts after hours; it doesn't exist just when you're behind a screen. I’d attend three or four in a single night. That helped me get to know people at the beginning of my career, but as I’ve gotten older and established relationships, I’m a little more selective about how I spend my non-work hours.

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You have a big following on Instagram. How do you think about the platform?

Instagram became part of my life and career early. Five years ago, editors weren’t really on it – it was mostly bloggers. But because I was hanging out with a lot of bloggers at the time, I figured I should get on it. I feel in love with the platform because it’s a good tool for reaching people. I can share a 360-degree view myself or my stories.

You’ve interviewed some really amazing people. Any favorites?

On my first day at Elle.com, I interviewed Serena Williams through Nike. I was given five minutes with her, and that remains a highlight. Another cool moment was interviewing Ashley Graham as she was just starting to blow up. I've become friendly with her since then through more interviews, so it’s been wonderful to watch her career grow. I’ve also recently done Facebook Live videos with with rapper Remy Ma and stylist Rachel Zoe. Two very different but equally inspiring boss women.

What story touched you the most?

Last February, Kerby Jean-Raymond, the designer for Pyer Moss, put on a New York Fashion Week show inspired by the dialogue around mental illness. I found out right before that Erykah Badu helped style the show, so I sweet-talked the PR person into getting an interview with her. I’d been to 70 or 80 shows by then, but I felt so fortunate to be a part of this one.

Do these opportunities sometimes feel surreal?

At times, I still feel like I'm a kid who just moved to New York who has no air conditioning, three jobs, and is dying to land a full-time fashion gig that pays $40,000. I remember being on the Upper East Side, standing by the magazine stand at a store and writing names down from mastheads. The magazine shop owner yelled at me for reading without buying. Now I’ve had real jobs at the publications where I did my first internships. It’s crazy how time flies.

What qualities does someone need to succeed in media?

Resourcefulness. If you’re interested in being a writer, figure out the steps. There's no concrete pathway, but by asking smart questions that you couldn't easily Google, you’ll learn. It’s also important not to underestimate your network – you never know who knows someone. On that note, be nice to everyone – people remember those who aren’t. Also, even if a job is a reach, try for it. A lot of people disqualify themselves before they even know what a company is looking for. If you don’t take a chance on yourself, it’s a safe bet that no one else will.

Any final words of wisdom?

When I was working at Glamour, I decided I needed to travel more. I even went and bought luggage to manifest it into my life, which may seem crazy, but it worked. I received an email about Istanbul Fashion Week, and asked my boss if I could go. I told her, “It would be a really good opportunity for us to create content.” She said sure, and off I went. I consider it proof that if you just ask, things will come to you.

Images courtesy of Nikki Ogunnaike

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