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Career journey – Catwalk of Words
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Career journey

Friday, 17th August, 2018

Alice McGenniss-Destro: Melbourne-based writer and digital content manager. 


I have over four years professional experience, ranging from digital account manager and journalist to social media manager across various news sites and Australian brands including: The City of Melbourne, L’Oreal, SunSense, JASU, Australian Fashion Guide and 2Threads.


Under the direction of Paris-based agency, Webedia,  I was the first Content Manager and in-house journalist for L’Oreal Paris Australia’s branded platform, Get the Look. Currently, I am working as a Digital Content Manager at McCann Melbourne, alongside freelance writing and running Catwalk of Words. I have also covered fashion week for the past five years across Melbourne and Sydney (MSFW, VAMFF, MBFWA), and most recently, New York Fashion Week (2015).


MA Communication, Royal Melbourne Institute of Technology 

Bachelor of Arts (Journalism and French), Monash University 



In the beginning?


Well, we all have to start somewhere, right? Starry eyed and full of big dreams, I started my career by volunteering backstage at fashion week. Glamorous tasks included: placing masking tape over the soles of the models’ shoes and using the steamer to make sure every single garment was crease-free. Add in an internship at fashion and beauty website, Drop Dead Gorgeous Daily, and I was starting to understand the ins and outs of the blogging world. Next, I packed my bags and and moved to Sydney to work at Sportsgirl and intern at SHOP Til You Drop Magazine. Mag world was awesome. We listened to editorial meetings and assisted on photo shoots with yet-to-be-released clothes, bags, shoes- you name it! I even starred in my own shoot… but that’s another story. Interning (for free) can only last so long, so I moved back to Melbourne and enrolled in my Masters Degree. I continued to build my portfolio by contributing to a few local fashion publications, which helped me land a role in social media just before I graduated. Then, Paris came calling. I applied for a job online (cheers, Career One!) with a Paris-based agency to launch and manage L’Oreal Australia’s first branded platform. This freelance position meant my office could literally be anywhere in the world at times, and I was able to travel across Europe while working. At L’Oreal, I was exposed to the world of digital and so new goalposts were set. While my dream of working for a magazine has changed because of the dwindling editorial teams (RIP Grazia, Madison & Cleo), there’s excitement for what lies ahead in this evolving arena.


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“I love that fashion exists as a universal language that can link all forms of culture. No matter what your mother tongue is you can wistfully admire, interpret and follow trends by watching a runway show, gazing at magazine advertorials or simply by drawing inspiration from that old lady in the street wearing a miscellaneous headscarf and distinctive colourful socks. My style is forever changing yet tailored to reflect the current global fashion conversation. I like to twist trends with a personal perspective. I always seem to gravitate towards bold prints and bright colours.”