The View Magazine had a chat with New York-based fashion creative director and photographer Warrent Satt. We talk about how he entered the industry, his career, job as a CD, and the future.
TV: Tell us about you before you entered the fashion world.
WS: I started studying fine art in South-East Asia, then transitioned to fashion design in Singapore. After that worked as a photo journalist for a local publication. Finally did an internship as a junior art director at advertising agencies Dentsu and J Walter Thompson.
TV: So you always had that interest in creative direction and fashion, how did you rolled into the business?
WS: After graduation I decided to become a fashion designer and owned a boutique for a couple of years. I was very privileged to be able to serve many prominent people via several embassies, including the US, Britian, Australia, and Germany, but also some royalty like family of Siam. Eventually I got accepted at the Tisch School of Arts NYU in New York, and did that.
TV: How does the industry differ from back then to today?
WS: Back in the ’60s I think the fashion world was much more artistic, magnificent, prestigious, provocative, and extremely creative, with houses like Halston, Chanel, YSL, Pierre Cardin, Nino Cerruti,Óscar Arístides Renta and Karl Lagerfeld. Today I feel trends are triggered by commerce and social networks, with much more nude and exhibition, and also some retro styles from the ’70s and ’80s in terms of colors, shape and form.
TV: Can you tell a bit about your job as a Creative Director?
WS: I have been trained in the early years as an art director at advertising agencies, to see and create a vision to what and how something looks attractive and logic with the public, and specifically with photography that has major influence by using light and shadow a certain way. I also am responsible to cast the entire team like the photographer, designers and brands, models, makeup and hair artists, stylists, the location or the right studio, and have them all together to produce a perfect and magnificent editorial or campaign.
TV: What would you say are the biggest challenges a CD faces today?
WS: Not much different than the past. Always dealing with high expectations and projection by clients, but concept and creative still bound by budgets.
TV: There are many things going on in fashion, what would you love to see more of?
WS: Nothing specific. Fashion always go in cycles in terms of structure, texture, colors and design elements, so I am looking forward to see it all this year in new ways.
TV: Several large and well-known modeling agencies have started non-model divisions, such as music artists, and chefs (cooks). How do you see this development? Something that others will follow?
WS: I have noticed this yes, but I think it’s logic, as a model’s life-span is limited. It’s logic to me that an agency sets up new divisions and expand in new types of talent like actors, musicians, but also brand licensing, etc.
TV: The future of fashion?
WS: I think we keep seeing many things from stable brands like Prada, Gucci, Louis Vuitton and Dolce & Gabbana. People will be talking about brands on social media more than when it hit the catwalks six months ago.
TV: How do you relax after a hard day/week of work?
WS: I always try to find small bits of time to both physically and mentally reset myself, in a serene environment where I can just go and enjoy life.
TV: Thanks Warrent.
Interview has been minimally edited.
Images by Adina Doria, Dalong Yang, Madeleine Dalla, Martyna Gumula, Rudi Weislein, Trang Nghiem, and Willis Roberts.