Fashion is everywhere. It’s in the brands we wear, the trends we follow, the models we admire, and the meticulously staged illusions that flood our feeds. Yet behind every viral look, ‘It girl’, or coveted brand, lies a business quietly shaping visibility, marketability, and how trends are created, sold, and sustained.

On Jan. 24, Fashion Business Uncovered’s (FBU) annual conference put fashion, skincare, and clothing under the spotlight as both art and industry. The room itself felt like a runway of its own: Heels clicked across the room, statement accessories sparkled, and a striking variety of aesthetics—from minimalist chic to bold and creative—displayed that fashion was not merely being discussed but fully lived. 

FBU carefully brought together panellists from both global and local brands, including ALDO, L’Oréal Paris, Indeed Labs, Groupe Dynamite, Jack the Publicist Group, and Atelier Détails. The speakers traced their journeys into the fashion world, illuminating the breadth of careers it offers, and exploring how creativity and craftsmanship intertwine with business strategy, technology, and marketing.

A recurring theme throughout the conference was the importance of exposing oneself to opportunities. Speakers encouraged students to pursue internships, network and attend events, and join companies they aspire to work for. They emphasized that a specific degree or linear path is not required to succeed in the fashion and beauty industry. 

In an interview with The Tribune, panellist Dimitra Davidson, CEO and co-founder of Indeed Labs, stressed the educational value of such events for students navigating a world where trends and reality evolve faster than academic curricula.

“I did not have […] at all a foundation of marketing,” Davidson said. “You just figure it out as you go along. If you actually go by a playbook, then sometimes you’re not going to have a point of difference. You’re just going to be exactly like everybody else.”

Social media also took centre stage, with panellists acknowledging its influence in shaping trends and directing brand strategies to fragmented digital audiences.

Nathaniel Woo, Marketing Manager for Men & Skincare at L’Oréal Paris Canada, spoke about the importance of immersing oneself in these online spaces to cater to target audiences.

“One of the best pieces of advice [one of my managers] gave me was to scroll. Literally set aside 15 to 20 minutes to scroll on TikTok, scroll on Instagram. I even have an account on my work phone that is more tailored to the male algorithm,” Woo said. “I know nothing about hockey. But in that algorithm, it’s literally hockey, soccer, F1, and […] I don’t usually find that on my personal phone.”

Beyond industry insight, education remains at the heart of the club’s mission. In an interview with The Tribune, Michelle Govorkova, co-executive director of FBU, explained that exposing students to the full spectrum of fashion careers was one of their primary objectives.

“Our main goal and priority here is education and to teach people that there are so many professions and jobs within the fashion industry that are not stereotypical,” Govorkova said. “Obviously, you have your designers, you have your models, you know, […] the mainstream roles, […] but what we aim to do here, as for the name ‘Fashion Business Uncovered,’ is to really touch on the business side of fashion because […] even a fashion company is still a business, right?”

Co-executive director Julie Baillet echoed similar sentiments, emphasizing the importance of revealing the industry’s full scope through its selection of panellists.

“We just wanted to have […] this very diversified panel to really show all the facets of fashion and uncover the ‘behind-the-scenes’ that happen within the fashion industry,” Baillet said. “[We wanted to] have […] many different perspectives from production, marketing, like entrepreneurship, operations, really anything that happens within fashion.”

By the end of the conference, one thing felt clear for attendees: The fashion industry is broad and intersects with businesses more than we imagine. Given that there is no traditional fashion program at McGill, this conference proved to be an inspiring learning experience for many students.