Getting a job in fashion is not easy. Whether you’re switching to a new fashion company or a fresh graduate looking for your first job – it takes a lot to stand out among a thousand other applicants.
In this interview with former H&M Fashion Acquisition Specialist Virginie Tolly (who worked there for 13 years!), she answers all your questions to help you prep for your next fashion job application.
You can read the full interview below (edited lightly for clarity), but first, I’ve pulled out the top 10 tips.
Top 10 Tips for Your Fashion Job Search
- Portfolios matter more than resumes or cover letters.
- Avoid portfolios that only showcase final products. Show your design process (I call it the process portfolio), including mood boards, sketches, CADs, and prototypes.
- Reach out even when there isn’t a job listing to show initiative and genuine interest in the company.
- Think outside the box to impress recruiters, such as creating a mini project for the company.
- Don’t be discouraged by not receiving an immediate callback. Patience is key, as recruiters receive numerous applications.
- Don’t hesitate to apply to multiple companies simultaneously.
- Prepare by researching the role and company, and be ready to ask insightful questions during interviews.
- Show your personality during interviews and prepare for personal questions like conflict resolution, strengths, weaknesses, priorities, teamwork, and vision.
- Don’t take rejection personally. Keep applying and view each rejection as a step closer to the right opportunity.
- It’s okay to reapply for a role in the future once you’ve gained relevant experience.
Disclaimer: This is what we’ve learned about how a big brand like H&M handles fashion applications. It might not be exactly how other (big or small) brands do it. Obviously, you’ll need things like a good portfolio, but you do NOT need to follow everything to the tee.
What is the Fashion Recruitment Process Like?
Can you walk us through the recruitment process from your side?
“As a recruiter, the first thing I look at is the portfolio. If it is interesting, I check the CV to see the study background and key experiences. Lastly, I read the cover letter to understand the person’s current situation.
If the portfolio is strong enough or interesting, I have a first round of pre-recruiting interviews with the candidates. It’s a 30-minute call where I ask questions about their aspirations, background, strengths, and motivation. From that interview I evaluate if the candidate has an interesting profile and their personality matches what we promote. If it is a YES, I see if a role matches, or I keep the candidate in our database for a future role.
As a recruiter and talent acquisition partner, we love to have interesting and talented profiles on hand. So, I would say that it is always good to send spontaneous applications even if a company isn’t recruiting yet.
Further down the line, the candidate will be invited for another longer interview to present more portfolio pages. Sometimes they can be asked to put together a little creative project to evaluate their ability with design processes. This phase is essential in getting a feel of the person, and creating a connection with them. We want to see what type of co-worker they would be. For my part, this stage is more like a moment to get to know the candidate better and to deepen any questions I have left from the previous interviews.
I have never treated my candidates as if they were passing an exam; that would feel too unethical to me. My aim is to understand their personality and see their potential.”
Heidi’s Notes: Reaching out even when there isn’t a job listing is a great way to show how proactive you are. Make sure your portfolio is visually cohesive with the brand. In your cover letter, highlight any results and benefits you could bring for a specific role (noting that you know there aren’t any openings now). You never know when you might get your foot in the door just before a role becomes available.
How many applicants do you usually get for a role?
“Sometimes thousands for a role, all year around. So patience is crucial here. At H&M, we reviewed every single application to give a fair and equal opportunity to everyone.”
What are instant turn-offs when reviewing a candidate’s application?
“Some portfolios are not professional enough. Hand drawn only with no use of CAD or computer and very basic drawings. It’s definitely a turn-off. Also when I receive a CV typed in a Word Document in black and white with no love and creativity put in it.
Another aspect to be careful with is having only photos of the final product. As much as it looks nice and professional, what we are looking for is the candidate’s capacity to think and develop a creative idea. Show different colors, materials, examples, hand sketches, CAD designs, prototypes, etc. It needs to feel like the candidate is explaining the story behind their design.”
Heidi’s Notes: I see the same portfolio mistake often: designers only show photos of finished products. Most brands want to see your process as a designer, so I teach how to create a Process Portfolio. You need to show where your ideas come from and how they evolve.
Need help with your fashion portfolio? Check out my Ultimate Guide to Creating Your Fashion Portfolio.
What are common misconceptions that candidates have about the fashion recruitment process?
Misconception # 1: Not getting an immediate call back means NO
“Recruiters and talent specialists receive tons of applications! So we aren’t very fast to answer. I see many people quickly defeated because they do not get a fast answer. Patience, this takes time.”
Misconception # 2: You shouldn’t reapply
“Even if your application has been rejected before, I always consider that the candidate can improve or become more suitable for a future role. So, I would advise you not to hesitate to apply again for a role six months or one year later if you’ve since developed related experience. A no is not a no forever; it is often a YES to something else.”
Misconception # 3: You should only apply to a single company at a time
“Recruitment is a sales number. You are in the process of selling yourself. So I would advise you to apply to many companies. It is also about creating connections, and it is great training to go on interviews.”
Fashion Interview Tips
What types of interview questions should candidates prepare for?
“How to handle conflict, criticism, and team discussion are essential. Business mindset is really an add-on for beginners and a must if you are already experienced. Companies want to sell their products, so it is important to be able to talk about the business side of things.
Why would you be the right candidate? I advise being a bit personal about why you dream of this job. Strength and weakness is the most classic one, but I like to ask as well about time management, priorities, or team work and vision.”
Heidi’s Notes: In addition to prepping for questions, I also suggest having a few questions you want to ask the brand. Your answer to “Do you have any questions?” should never be “no” or “you answered all of them.” Show you’ve done your research about the role and the brand and are curious about their goals. Here are some ideas to get you started (specifically for fashion design jobs).
What are common mistakes that applicants make during an interview?
“Speaking like a robot giving the perfect answers can sound very unnatural. We want to get to know you to see if it is a match. So, I would recommend bringing a bit of your personal touch and personality. Additionally, weaknesses should be seen as opportunities for growth during the interview, like an untapped potential.”
What do you look for in a Fashion Portfolio? Resume?
- “A mix of CAD design and hand drawing.”
- “A sense of fashion trendy outcome in the presentation.”
- “A clear look at the creative design process and the different design steps. Diversity is important to me, or I want to find an applicant who is an expert in a niche and really excellent at it.”
Fashion portfolio or fashion resume – which matters more?
“Portfolio first, always. If it’s not good, there is no need to read the CV.”
Fashion Portfolio Pro Tip: “Get people working as fashion leaders to look at your portfolio to get feedback. And look at others’ portfolios to understand their success and get fresh inspirations.”
Heidi’s Notes: While your portfolio can be more important, ensure your resume and cover letter match the keywords in the job description. Many brands use Applicant Tracking Systems (ATS), which means a computer may first read your information to see if you’re a relevant/qualified candidate. Only after you’ve passed that “keyword” check might your portfolio be seen by a real person.
Is it necessary to have a fashion degree?
“I would say a fashion degree matters for fashion design. For styling, for example, I think if you are self-made, your portfolio will speak for you. But so far, I have never had a good portfolio when someone didn’t do a design school of any kind. That’s my experience.”
Heidi’s Notes: I have seen strong portfolios from people who haven’t attended fashion school, and they’ve landed jobs, so I wouldn’t let this dissuade you. Make sure your designs visually match the aesthetic of the brand you’re applying to – that is the best advice you can follow. Too often, I see beginner portfolios – whether someone went to fashion school or not – that are way too conceptual. Your designs have to be commercial and saleable.
Do years of experience really matter in fashion?
“It depends on the role, but it can help. However, for me, if a portfolio is very good and the candidate shows great potential and a learning mindset, I know it will be easy to get them on track, even if they are beginners.”
How to Stand Out in Your Fashion Job Application
What “outside of the box things” can a candidate do to impress a recruiter?
“One time, someone did a movie. We were quite WOWED! I myself got employed at H&M by sending a portfolio CD by post to an address I found (without even knowing if it would reach the right person).
Another impressive move can be to craft a mini project for the company before they ask, showing the vision you have for the brand. I think it would make the company feel seen. And if they feel seen, connection and synergy become easier. But timewise, this can be difficult.”
What Happens After Getting Rejected from a Fashion Job Application?
Do you follow up with candidates after rejection?
“Sadly, this part is often not up to the recruiter but to the company policy if there is follow up after rejection. I wish, in the best-case scenario, that it would be possible as it can help with growth. But the truth is that it would take too much time for the company to give feedback to everyone.
I think it is fair to the candidates to get feedback if they are in the final stage of recruitment. In the first round, we receive so many candidates that you can’t take it so personally. There can be SOOO many reasons.
Don’t get too low on the NO, and just keep going. Once you have sent at least 50 to 100 applications, you start to have a realistic chance. And as one of my friends always says, when you receive a NO you are getting closer to the right YES for the right thing for you.”
What would make you reconsider a rejected applicant?
“If there is another more suitable role later. But I have, from experience, never reconsidered someone after the screening process. The only potential possibility I see would be if the chosen candidate turned down the offer and you were next in line, then maybe you get a chance.”
Get to Know Virginie Tolly
Virginie’s tenure at H&M spanned a remarkable 13 years. She started working at the fashion giant as a print designer for ladies and childrenswear. She worked her way up as a business expert in product development support and education for printing techniques and embellishments.
As her career progressed, Virginie’s role expanded to talent acquisition. She leveraged her extensive industry knowledge to recruit top-notch designers for H&M’s key divisions. Her role encompassed employer branding initiatives in design schools, conducting workshops to empower aspiring designers, teaching designers how to create good portfolios, organizing design competitions, and overseeing the recruitment process from screening to interviews.
While Virginie’s work as a talent acquisition specialist at H&M has concluded, she’s now fully invested in her own venture as a personal stylist and fashion design expert. With 20+ years of experience working in the fashion industry, she’s now bringing her insider knowledge directly to you. If you’re looking for genuine fashion advice, you can message her on Linkedin!
