Marina Larroude: Why The Power Of The New Is Always Trending

Marina Larroude: Why The Power Of The New Is Always Trending
Design's Market Director discusses how social media is changing the ways that we are creative.

Dory Carr-Harris, PSFK
  • 12 february 2014

Why The Power Of The New Is Always Trending

“I want to see what is new, what I haven’t seen yet. I want to see it what’s not commercial, and what is not out there yet.”

For Marina Larroude, Market Director of online fashion bible, creativity is about the novel, the fresh, and the as yet unknown. Ever since she was a little girl, Larroude has been interested in how we express ourselves through fashion. “I found a school notebook from when I was younger and one of the questions in it was ‘What do you want to do when you grow up?’ My answer was, ‘I want to be a fashion editor.’ I was 10 years old when I wrote that, so I think I always knew, in a sense, that this was what I wanted to be doing, but it took me a while to realize that I could make it my career.” After working for two years at Brazilian Vogue, Larroude moved to New York where she worked at various jobs in the fashion industry—at handbag designer Botkier and smaller house Alice Temperley, before realizing her true calling was in editorial. “I met Candy Pratts Price [one of the earliest editors at and the eventual Creative Director of], and sent her my resume with flowers. She must have been like, ‘Let me see if this girl’s crazy or not.’ So she invited me in for an interview, and the rest is history.” After working for two years as an assistant at the now-defunct Men’s, she moved up the ranks and is currently in her eighth year with the company. “What I tell all of the interns or whoever comes to me for advice is that when I got the job here it was in the menswear market. It wasn’t something that I wanted to do in the long run, but I needed to get my foot in the door. I feel that that perfect job will come with time, and you should be open to learning and having the experience. That will eventually take you wherever you want to go.” Larroude knew she loved the constant learning experience that being in journalism—especially online journalism—offered her. “What I like about editorial is that you can get behind so many designers and so many ideas and so many brands at the same time. You never have to think only one way. When you’re working with a single brand in the industry you have to devote all your time to it. With editorial you can never get bored because you’re always seeing new things.” And that, for Larroude is what constitutes creativity. “I think it’s newness. It’s always looking for something new, or seeing things that are very simple, and putting them in a new format that no one has seen before.”

“The market is huge, and I have to pick and choose ideas for my stories. What I try to do first is look at what I have already done and not repeat it again as fashion is always a cycle. We always have leopard print, or a naval theme. But how do I make these things different? How can I recreate them in a new format?”

In her search for the continually novel, Larroude relies heavily on young designers to help inspire her and force her to reevaluate current trends. “Thank God that there are new designers offering new things all the time. I really like to promote new designers more than established ones. It’s more interesting, and that in itself helps makes my work look fresher.” But Larroude’s inspiration does not come solely from the fashion world. “Movies, magazines. Even in New York you can just walk around and see things that are really fascinating. I’m constantly paying attention. For me it’s a 24 hour job. If I’m going out, and looking at what the girls on the street are wearing, or if I go to a avant-garde shop like Dover Street Market I can see a new brand that I have never seen before. Then I come back to the office and find out more about them, bring the designers in so we can have a conversation. It’s an ongoing process.”

“I am in the market so much, and I see so much of everything. Whenever I find something new I try to expand that idea into a bigger story.”

The process of trend-spotting is a huge part of Larroude’s job as Market Editor. “It’s me going through thousands and thousands and thousands of pictures of accessories. I start with the obvious. We have all seen mules for this season, and we have all seen fringes all over the bags and some of the shoes. I start with the biggest message of this season. Then I’ll think, ‘What else that I’ve seen that I really love? I really like a winter white over the knee boot.’ Then I put that in the actual folder and I start paying attention at what else has that same message. Then, it comes together.”

The internet and social media have certainly changed the research process for Larroude, with a 24h stream of inspiration always on offer. “I’m obsessive about fashion. It’s ongoing. Even in my free time, that’s what I do. I try to meet as many people as possible, and be very open when see anybody’s collection. That’s the only way that I can turn my work into something new, is if I’m seeing new stuff all the time.”

“Instagram is also a big part of my day now. I love to find new talents through social media, because there are so many brands that I got to see throughout the years that really stood out, and then all of a sudden they’re hugely famous and selling at all the major department stores all around the globe. I think it’s really satisfying when that exposure can change somebody’s life. I think that’s when I am the happiest.”

Yet, even Larroude will admit that the fashion business, because of its cyclical nature, can be a bit of a roller coaster ride. “What I learned from my career is there are ups and downs. You have to realize that some days, you’ll create a feature that is going to be amazing, but there are times that your collection’s or your feature is not going to be the greatest, or even as good as it was the past season. I think that the only way you can be a trendsetter or create something new is if you really trust in your gut, and then you just do it.”

“I find that people who are most successful in whatever field they are in, believe in whatever they are doing. They are not imitating what anyone else is doing. You really have to trust your own work, and do whatever you have the passion to be doing. If you don’t have passion for your work, don’t even try. Follow your passion.”

Marina Larroude / Images by Catalina Kulczar, Carolinesmode

Explore the image gallery inspired by the conversation with Marina on Moodboard by iStock.

Dubai And The Future Of Humanitarian Design

Design & Architecture
Technology october 21, 2016

Concept Camera Designed To Only Take Unique Photos

Camera Restricta is tool that prompts photographers to only capture one-of-a-kind images

Design & Architecture october 21, 2016

Fragrance Will Release The Smell Of Data If Your Private Information Is Being Leaked

The device is designed to create a physical cue for the potential dangers lurking online


Get PSFK's Related Report: Future of Work

See All
Retail october 21, 2016

LYNK & CO Is A New Auto Brand That Promises Mobile Connectivity On Wheels

Online access and mobility sharing are driving the company to disrupt the auto industry

Travel october 21, 2016

Become A Citizen Of The First Nation In Space

Asgardia is a new concept for a floating society above Earth

Entertainment october 21, 2016

Speaker Displays Song Lyrics As Music Is Played

The device is able to generate the graphics on a translucent screen and retrieve the words from a connected database

AI october 21, 2016

Travel Assistant Scans Your Emails To Make Planning Easier

This AI add-on will sync with your inbox and sends reminders to make sure you don't miss anything important


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed october 17, 2016

Home Depot Green Energy Expert: Americans Are Taking Control Of Their Power Use

Green tech expert Jennifer Tuohy discusses new home energy tech and developments for renewables in the US

PSFK Labs october 21, 2016

PSFK Picks: Top 5 Performance-Enhancing Wearables

Our new report looks at innovations pioneering the future of performance through intelligent activewear and predictive analytics

Millennials october 21, 2016

FOMO Survival Kit Helps Millennials Cope With Social Anxieties

The satirical product is meant to be a playful diversion for people who feel like they are missing out

Food october 21, 2016

New York Restaurant Uses Tomato Sushi As Its Newest Meat Alternative

fresh&co is using sous vide Roma tomatoes to create a vegan option that has the texture and taste of tuna

Advertising october 21, 2016

Red Bull Converts Sao Paulo Payphones Into Data-Driven Bus Schedules

The booths allow city residents to check local transit times through a simple toll-free phone call

Work october 21, 2016

Health Expert: Nutritional Meal Replacements Are A Solution To Corporate Wellness

Ample Foods Founder Connor Young explains why supplements are the next food trend coming to the workplace

Retail october 21, 2016

Why Experiential Events Could Replace Trade Shows

Marketers are seeking creative and impactful new ways to connect with influencers

Children october 21, 2016

Modular Kit Teaches Kids How To Make Their Own Robots

MODI features magnetic modules and a platform for programming to encourage experimentation

Infants october 21, 2016

Work Table Doubles As A Baby Seat

Designer Kunsik Choi created the furniture to facilitate emotional communication between between parents and their children

Technology october 21, 2016

Album Turns Into Something New Each Time It’s Streamed

Bill Baird's new album explores the relationship between time and music through a website crafted by design team, One Pixel Wide

No search results found.