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For fans of US TV programme Project Runway, Amanda Valentine is far and away one of the most talented and down-to-earth participants of all seasons. Viewers could not be more thrilled when she was brought back in Season 13 after exiting prematurely in Season 11. A resident of Nashville, Amanda is the chief creative force behind two namesake brands, Amanda Valentine and Valentine Valentine.
Glass interviewed Amanda to discuss all things Project Runway, fashion, and to learn more about her latest collaboration with jewellery designer Margaret Ellis.
You are a veteran of Project Runway. How was it to be on two seasons of the programme? What did you learn from the first season? How did you apply these lessons when they brought you back?
I could not have had two more intensely different experiences! Season 11 I was timid, on my best behavior and my priority was pleasing the judges and staying safe. Season 13 I was confident, honest and relaxed, and focused on how I could stand out and show the judges something they hadn’t seen before. The biggest lesson I learned between the two seasons was that I would never be the fastest sewer or the best patternmaker- so all I needed to focus on was my distinct point of view. It is the only real “edge” anyone has!
What was your favourite part of the Project Runway experience? Were you scared of Tim Gunn?
I was thrilled to be with Tim Gunn! He was a big reason I was willing to come back for another season. Knowing he would be there was very calming to me. He’s a brilliant mentor. We’ve developed a really great friendship and he still sends interesting articles he thinks I should read or a text here and there. He’s the real deal.
But honestly, my favourite part is making friends. It’s so cheesy, but that’s the lasting part of the whole experience. I have this amazing group of people who understand what it’s like to try to be an independent fashion designer and we can call each other and ask advice and share contacts. It’s a pretty killer family to be a part of. I’ve become friends with a lot of the designers from previous seasons and I feel like I have a friend in every city I travel to!
You have a clearly defined feminine but bohemian aesthetic that seems nicely in line with your own personal taste. As a viewer of Project Runway, this was great to see, as there was no doubt as to the wearability or marketability of your clothes. How do you describe your design point of view? Also, who is your ideal consumer?
I call my vibe graphically bohemian. And my customer is myself. Maybe not ideal, but that’s the truth. I’m designing for a woman who is not necessarily 20 anymore (though it works for the kids, too) but doesn’t want to lose any of the edge she’s always had. It’s comfortable, it’s wearable, but it’s bold and confident. I just think women are a complicated amalgamation of styles – maybe I was a hippie in junior high and a little punk rock in high school … and I want my clothing as an adult to reflect all of that.
You and your husband live in Nashville, which is pretty far from the big fashion capitals. What is it like to run your business from there? How is the fashion scene in the Music City?
I rack up a lot of frequent flyer miles! Nashville is cheap and safe and clean. The overhead of running my business is low. That’s an incredible advantage. I can afford space that I couldn’t dream of having in New York or LA, though I adore those cities. I’ve decided it’s a great place to build. I don’t consider myself a “Nashville designer”, but the other small business owners in town are supportive and brilliantly talented. It’s a Utopia. I can’t really say there is a fashion “scene”, but there are a lot of amazing people building amazing brands.
How did you get your start in fashion? Who is your biggest inspiration?
My parents are definitely my biggest inspiration. I watched my mother sew and shop in thrift stores. The way she put things together dazzled me. She was also an amazing painter. My father traveled internationally for work and brought home Chinese silks and photos of Peruvian ruins. The combination of all of those elements is very clear in my work.
You have a beautiful and highly functional website, including an e-shop. When did you launch this and how is it going? What are you learning about your consumers through e-commerce?
I’ve been selling online for about eight years – here and there between styling gigs. Only in the last few months has it really exploded. It’s been an amazing (read: challenging) thing to manage! I love keeping track of what sells – seeing what people respond to. It’s a constant learning process- and constantly influences what I put out next. I pay very close attention to what people respond to – through Instagram comments or how they spend money on my site – and I immediately re-think my next step every time I notice a trend. I have a three-month plan that changes about 17 times a day.
Similarly, you are pretty active on social media. How important is social media to your business strategy? How do you keep things growing for your brand?
Thank goodness being obsessed with Instagram is good for my brand! I love it when people are honest and chatty with me online – and so I try to reciprocate. I respond to as much as I can – I read almost everything- and I keep track of what people have strong reactions to – good or bad. I call social media my focus group. Customers will tell you exactly what they want.
I just want my correspondence to feel really honest and almost stream of consciousness. The world doesn’t need another brand giving you the hard sell on Twitter. I’m so aware of that. Authenticity is my number one priority online. I can’t imagine ever handing over social to a company or employee. It’s a thrill for me.
Your NYFW/Project Runway collection featured amazing jewellery, which you’ve now just launched on your website. How did you get the idea for this collaboration with Margaret Ellis?
Margaret Ellis is a Nashville staple – an incredible company that produces amazing work. When I decided to design jewellery for my fashion week collection, I thought, why not collaborate with the very best? I can’t be limited by what only I can create, and it was exciting to be able to work with a company that could understand my sketches and make pieces even more beautiful than I imagined.
For budding fashion designers, do you have any advice on how to get ahead in the fashion industry?
Figure out what sets you apart from other artists. Find your voice. That’s number one. And then work about 30 times harder than you think is healthy. Ha! Compete with the big boys. Imagine your clothing next to Alexander Wang at Barneys. Then figure out something new you can do every day to get to that level. Success is about 20 per cent talent, 5 per cent luck and 75 per cent hard, hard, hard work.
by Jessica Quillin
Amanda Valentine can be found on Twitter here