CREATIVES COLLIDE
IN CONVERSATION: JUSTINE CULLEN
22 Jul 2015
Driven, tenacious and creative; Justine Cullen was destined to reign at the helm of an influential magazine. Having previously worked at various media publications, she landed her current role as Editor-in Chief of ELLE Australia (@elleaus) in 2013. We caught up with her recently to discuss women, taking risks and the newest issue of ELLE, which features our S2.15 muse, Soo Joo Park.
MIMCO: ELLE Australia’s editorial with Soo Joo Park, our S2.15 muse, was released this week. What was the concept behind the shoot?
Justine Cullen: Our Style Editor Dee Jenner styled the shoot based on a selection of her favourite pre-fall looks, worked back with interesting textures and tailoring. Soo Joo is such an incredible mover, so Dee wanted to keep the styling simple and clean with a cool boot to toughen up the looks.
MIMCO: Soo Joo has such a strong, fearless attitude and she’s achieving things that are really challenging the way people think about fashion. How important is the transition towards a more diverse industry?
Justine: There is a lot of evidence that we become more accepting of what we see regularly, so it’s incredibly important that we show diversity in the media as a way to encourage young women – all women – to love the way they look and not feel limited by some cookie cutter standard of beauty.
MIMCO: As editor, how do you ensure the notion of empowering and inspiring women is captured in every issue of ELLE?
Justine: ELLE was created in post-war Paris as a magazine to support and empower a newly liberated and independent woman – so feminism is part of our DNA. At ELLE Australia we firmly believe that the role of a modern magazine is to offer escape and entertainment; , so we try to avoid making that message too earnest or worthy by , but instead try to be constantly introducing our readers to other inspiring women, by including smart, contemporary articles focused on career and getting ahead, and by including a range of features that play to one of our mantras – that we love fashion but there’s nothing more boring than a clothes horse with nothing to say.
...feminism is part of our DNA. At ELLE Australia we firmly believe that the role of a modern magazine is to offer escape and entertainment
Behind the Scenes of the ELLE Australian ShootMIMCO: Who are the women that have inspired you in your life and career?
Justine: There are so many women I worship from afar – Jane Pratt and Sheryl Sandberg sitting right at the top of the list. Closer to home, I have a lot of talented and incredibly supportive friends in this industry, such as Cosmo editor Bronwyn McCahon and all-round genius Zoe Foster Blake, who keep me revved up with inspiration and good advice. And of course I wouldn’t have a career if it weren’t for my mother, who looks after my kids and runs my household when I’m at work and is the ultimate support and cheerleader.
MIMCO: ELLE is such a dynamic publication with a firm focus on digital. How do you think media has changed (or will change) in order to keep up with the digital revolution?
Justine: It’s still just stories and articles. It’s not that different. We just need to adapt the process and ways in which we work to be able to produce content over different platforms.
MIMCO: What made you want to pursue a career in media?
Justine: I never wanted to do anything else from the second I picked up my first copy of DOLLY magazine.
MIMCO: How would you describe your personal style?
Justine: Haphazard. I’m not particularly slavish to trends, I know the shapes and pieces that work for me and I try to stick to them. Lots of LBDs and cute skirts worn with oversized shirts or relaxed tops.
Justine Cullen Style is about more than what is in your wardrobe – it’s an energy
MIMCO: ELLE Australia has had endless list of stylish women on its covers since it launched. What does style mean to you?
Justine: Style is about more than what is in your wardrobe – it’s an energy, something you can’t quite put your finger on that makes someone stand out above the rest.
MIMCO: Constantly having your finger on the pulse is such a huge part of your job. What qualities do you consider to be the most important for a successful career in media?
Justine: You need to be a creative thinker, have drive and determination, and an innate understanding of your brand and audience.
MIMCO: How important do you think it is to take risks?
Justine: I love this question because it’s something I’m extremely passionate about… It kills me that people complain about print numbers dropping yet the industry still pulls the same tricks and puts the same people on its covers year after year. To me, calculated risk is the only way to progress and make an impact. Lots of what we’ve done at ELLE – Phoebe Tonkin, Rebel Wilson, Nicole Trunfio, Nicole Warne – has been considered a ‘risk’ in that they’re not necessarily your typical Jen Aniston or Kate Hudson movie stars who look a certain way. But that’s what makes us more relevant and, hopefully, knowing that we might sometimes surprise you as a reader is what keeps you coming back for more.
To me, calculated risk is the only way to progress and make an impact. Lots of what we’ve done at ELLE – Phoebe Tonkin, Rebel Wilson, Nicole Trunfio, Nicole Warne – has been considered a ‘risk’ ... But that’s what makes us more relevant
Rebel Wilson on the cover of ELLE AustraliaMIMCO: Lastly, given the latest issue of Elle is the Music issue, what albums or artists have had the biggest impact on your life?
Justine: Outside of sleeping in on the weekend, the only thing I miss about not being a mother is having time to dedicate to caring more about new music. To be honest, I’d be happy to listen to Fleetwood Mac on repeat all day. But Taylor Swift is on our current cover for a reason too…. The girl cannot put a step wrong.
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