To an outsider, the fashion industry can seem flashy and superfluous, built on celebrity clout and big budget spectacles, like fashion week. For Club Monaco Visual Director Joshua Giardina, fashion is fueled by subtleties—the subliminal ways his displays pull people into the stores.
“It’s kind of a hidden agenda that some people in the fashion industry don’t even know exists,” he admits in the third episode of Vanguards, a YouTube documentary series highlighting trailblazers across the globe. Giardina’s a master in the art of transforming the curious into customers, curating visual experiences that encourage sales—a balance of creativity and commerce.
Watch, below, as Vanguards sits down with Giardina to talk about creating mood boards, falling into fashion and staying inspired: