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Erik: How does working in retail e-commerce compare and contrast with the work that you've
done in editorial?
Lulu: Well, the teams are the same—can be actually almost the same, you know, the talents,
people do both, you know, your photographer, your hair and makeup, your models, and everybody
who's freelance. Actually, you know, even some contributors of magazines, they do both,
so the process is similar in a way, depending on what you're working on. But the actual—the
goal might vary. So in editorial work, you're more focused on this narrative and this aspirational
kind of fantasy and this mood and this lifestyle you might be selling or, you know, trying
to achieve. Whereas I think in retail and in commerce, it has to be more brand specific
or, you know, it has to be more pointed, you know, it's—you're selling. You're selling
a specific thing. You're selling either a brand or an item or items, and specifically
for me, I work on apparel, so the clothes have to look good, you know. I mean in editorial,
we can move around or lay someone down, and sometimes it's a hot mess, you know, and it
doesn't matter that things are flying around and, you know, but I think that in commerce,
it has to be a little bit more functional, you know?
I think you can have fun in both editorial and in retail.
I think it's starting to be bridged too, you know, it's like that whole art and commerce,
and I think a lot of retail brands are doing a really good job, they're still trying to
make—they're trying actually to be aspirational and trying to get their customer to push the
boundaries or, you know, to kind of imagine this lifestyle—you know, wearing their clothes
or their items or their accessories, but at the end of the day, you know, it's still—it
still has to be more functioning.