As Australia is a rising star on the fashion scene and Australian influencers are increasingly powerful, Candid had a chat with one of the largest influencers on the continent, Warren Pasi. Warren Pasi's goal is to encourage, inspire and hopefully give a helpful tip or two to anyone around the globe through his personal style, runway trends, grooming secrets, his candid interviews with creative people from all industries who he finds inspiring and his regular columns in The Pasi Diaries detailing his adventures in love, life and everything in between.
As far as we can tell, you don’t have that much competition with being a male fashion and lifestyle influencer in Australia. Does it ever get lonely or do all the collaborations go to you instead?
[Laughs] I wish that was true, but there is plenty of competition – not so much in Sydney, but there are plenty of cool people in Melbourne like my friend Roberto Malizia (@this.is.malice), who work with the same brands and who produce some of the best visually-engaging content in Australia, just as good and in some cases better than what the mainstream media or advertising agencies are producing – usually with a smaller team and a smaller budget, which I think brands, especially Australian brands and agencies need to start looking into because for the quality in content they are starting to expect from us, they’re not backing these expectations with the right dollar value.
We have kept an eye on the Australian influencer market for quite some time. Are we wrong or is there something unique to Australia?
Compared to other countries I actually think the opposite, the influencer community here is a lot smaller. That being said though, and I am probably going to be raked over the coals by a lot of people for saying this, the influencer market here is a little oversaturated. Don’t get me wrong there are a lot of great content creators but there are also a lot who aren’t exactly producing groundbreaking content but instead are just replicating the same white wall and monochrome look, tailored suit or outrageous print and colour combo, so it’s become a sea of slight variations on the same style online and offline. If the Australian influencer market wants flourish, I think it needs to get smaller and the influencers themselves need to change the way they work with brands as content creators I think the days of money for an Instagram post won’t last much longer as it’s getting harder and harder for influencers to guarantee brands organic reach and engagement.
We know you frequent red carpets, events and fashion weeks in Sydney; do you think Australians have style?
Of course Australians have style, some more than others, but I like to think we’re a country filled with stylish people.
Why is Australia the next big thing in fashion? How do you see it evolving?
Australian designers like Toni Maticevski, Sass and Bide and Ellery, who we found out will be doing a show at Paris Fashion Week next year, have been killing it in the overseas market for a while now. I find [that] our creative talent tend to be very creative but also have a strong entrepreneurial drive – a lot more than designers from other countries, which I feel is a result of being part of a small industry that in the last few years didn’t have access to a lot of support or investment opportunities. It's something I’m noticing is changing slowly, but if the Australian fashion industry wants to dominate on an international stage, there needs to be more support and investment in talent in the private sector, and also from our government.
Why do you think a London-based magazine is actually seeking Aussie influencers such as yourself at this point in time?
I honestly I have no clue!? But if I was going to guess it’s because I hope we’re interesting and have a taste in style that resonates with Candid Magazine.
Tell us about how a typical day looks like in Warren’s life.
6am | START THE DAY
I’m an early riser so my day starts at 6am with cardio and as of recently a little morning meditation, green juice and an almond milk latte. Don’t even bother speaking to me before I have coffee.
9am | CHAINED TO MY DESK
Usual boring admin stuff, catching up on emails, RSVP’ing ‘yes' or ‘no' (more often ‘no') to events and finalising details for upcoming collabs and photo shoots.
12pm | LUNCH AND CHILL
By 12pm I need a break so I have something to eat and watch something on Netflix or catch up on an episode of the latest TV show that I’m hooked on at the moment – it’s the reboot of Dynasty.
2pm | SOCIAL MEDIA MAINTANANCE AND MEETINGS
I like to schedule my meetings and interviews in the afternoon because meetings about collabs never finish within an hour unless it’s a collection showing where you’re in and out within thirty minutes, so it’s more time-effective (well, for me anyway) to schedule a meeting in the afternoon. I also use the travel time to catch up on my social media, replying to comments, DMs, and if I have time, reading some of my friends’ blogs.
6pm | DINNER AND INSPIRATION HOUR
The millisecond I get home, the fancy clothes come off and are replaced with a white tee shirt, blue jeans and dinner. I turn off my phone, turn off the TV, put on some chilled music and spend an hour or so jotting down some ideas for possible posts that I think will be a good fit on thepasidiaries.com. I have a look at what other content creators are doing, play around on Pinterest and finish off something I was reading in a magazine (usually Vogue or GQ). This hour or so is my time to unwind and chill out.
8pm | TIME TO SWEAT THEN I’M OUT
By this time, I’m mentally exhausted and screen time is no longer an option. I NEED to work out, to keep myself sane. Seriously. This usually involves late night cardio, which is possible because I live in a very safe part of Sydney, so I usually end my day with a little cardio
How we can achieve what Warren Pasi has done?
The digital space is so saturated with content creators and influencers, so my best advice to anyone is to focus on your content; it needs to be relatable and authentic. That’s what’s going to help you in the long run. Be a networker because a lot of jobs and invites are often gotten through people you know, and finally be a jack of all trades. Whatever skills are needed to produce quality content, even if it’s just the basics, learn them yourself because it will be so useful in the long run.
Read more about The Pasi Diaries here.
Read Thomas Falkenstedy's story on Austin Ottone here.
Follow Candid Magazine on Instagram here.