Since February 2019, AMV Camp has given a voice to American Vintage employees and highlighted their role within the brand. After Giulio Sorgi in Rome, let’s stop in Marseille to visit Benjamin Terrasson, Editorial Strategy Manager, Social Media Manager and Digital PR.
What are your daily tasks?
My work can be divided into two parts. On the one hand, there’s social media, where I develop the brand’s social network strategy by creating attractive content that meets precise objectives. On the other hand, there’s Digital PR, where I manage the brand’s digital public and press relations. For example, I look for new profiles to collaborate with. After six years with American Vintage, these two aspects of my work have merged together as one.
Where do you go to stay connected?
I’m always on the lookout for changes in my field. My radar’s always on. In terms of fashion, I like more underground and avant-garde magazines, such as i-D or Self Service. Instagram is also an excellent source of information. Professionally speaking, I keep an eye on LinkedIn and private Facebook groups that unite people in the trade. We share links, tips and news… I also draw inspiration from other brands that do things differently. And I keep tabs on luxury: the big groups often do amazing things with their budgets. And, for lighter inspiration, I explore the Instagram accounts of great photographers, mainly Peter Lindberg and Vivian Maier.
Does everything always happen online?
Not at all! My work and the collaborations that I initiate all start by meeting people. I love when an inspiring encounter leads to a project that I let take form naturally. This was the case with rugbyman Gaël Fickou, for example, and pastry chef Yohann Caron. We start by offering products and we end up collaborating with Sport & Style magazine. I focus on people who “do” things. It’s great having an image or followers, but nothing beats real skills, passion, a calling and talent.
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The American Vintage community in 3 words?
Lifestyle. Eclectic. Passionate. They love basics and timeless pieces as much as they do music, food and photography. For them, fashion is not about clothing; it’s a creative lifestyle.
Any projects for 2020?
Don’t do more; do better. Structure what’s already in place. I’m also developing my management skills by overseeing a team of two people. It’s an interesting evolution in my career.
What are you most proud of?
When I arrived, the brand’s Instagram account had 4,000 followers. Now, it has almost 250,000. I’m so happy that we were able to unite so many people around our values, while remaining independent. It’s a wonderful adventure.
AMV Journal is a space dedicated to encounters, discovery and travel. Every week, explore the musts, portraits and inspirations of American Vintage and its creation studio.