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In Review: Vogue Codes Summit 2018



Around a year ago I saw a white car driving past the campus grounds with a Vogue Codes logo plastered on its door. A year later, I was fortunate enough to be able to attend the event instead of reading over the articles through the glass of my mobile screen. This year, Vogue Codes’ overarching theme is to empower future female innovation, featuring a number of very humble, charming, intelligent and successful female leaders from different industries.


My review will consist of three key topics, why I came and how I viewed the event as an undergrad student, insights from the speakers and reimagining the future extensions of Vogue Codes. Starting off with why I went – I went because I am passionate about both fashion and tech, and Vogue Codes provided a space to bridge these two topics together. Not going to lie, the tickets are quite a steep price for a student to purchase. The reason why it’s set out at that price is because highschool or undergrad students are not the primary target market for this specific event. The summit is for young women to encourage young girls to pursue careers in tech-related industries. Young women meaning those who are already working in tech-related jobs; and young girls meaning unemployed students exploring different career paths. Yes I've decoded this! Regardless of the latter, I wanted that share of knowledge and conversation, and of course, you can’t say no if Eva Chen’s there. So I looked at it as an investment for educational purposes rather than as an expense for entertainment. If you’re an undergrad student interested in going to this event next year, I reckon you should prepare for it. Find ways to save up over the months leading to it if you really want it. Now looking at the event through an undergraduate lens, I find that I was able to complete my mission of bridging the two areas of fashion and tech. Technology was the primary component of Vogue Codes (if it’s not obvious enough by the name). If I did not have the slightest understanding about technology or digital marketing in general, it would be quite confusing to follow through metrics and jargons used throughout the summit. I also met very welcoming attendees who came from different companies of Microsoft, PwC, Stripe, Westpac, NAB, ANZ and plenty more. Although I did not meet anyone my age, speaking to those who are already in the workforce allows me to take in the different perspectives.


Anastasia Cammaroto

“If it’s not for you – encourage others.”

Anastasia spoke about how everyone has benefited from technological advancements, especially in the area of connectivity and productivity. However, there is a lack of diverse representation of people from different age and gender operating in this field – especially women. Girls have already dropped Science and Mathematics subject during their high school years thus lowering the prospect for them to pursue careers in STEM. What we should be doing is to change the perceptions that these girls have towards STEM careers because the stereotype itself has acted as the barrier to entry. The future workforce should be diverse and confident, and all of us have the responsibility to encourage and empower to make this impact. So if STEM is not for you, inspire others to take it.

Zoë Foster Blake

“Your ideas won’t leave you until you honour them.”

The author and beauty-preneur emphasised on bringing your ideas to fruition. If you found a gap or an idea that always hang around in the back of your head – then act upon it. That’s how Zoe got her big break and made her fortune.

Check out her books and company: Break-up Boss, No One Likes a Fart, Go To Skincare


Gretta Van Riel

“You have to build the audience first before creating the product.”

For all of you Arts graduates, here is a woman who defied the “Arts degree won’t get you anywhere” campus myth. Gretta got into Forbes’ 30 under 30 by her 5 startups in 5 years, and yes she is only 28 years old. Her latest startup ‘Hey’ focuses on the growing circle of influencers and on simplifying the process of influencer relationship management. Although IRMs have already been around for quite a while, she accentuates the idea of not necessarily creating a new product from a new idea but simply augmenting your product with that tad bit of difference.

Check out her start-ups: SkinnyMe Tea, The 5th, Skintox, Drop Bottle, Hey

Flavia Tata Nardini

“Don’t be a pessimist.”

I don’t even know where to start with Flavia. She made her entire segment into a TED Talk when she told the story about connectivity and the Internet of Things (IoT). Talking about her space start-up ‘Fleet’, Flavia’s segment was heavier than others in terms of tech, but her underlying message is simple: don’t be a pessimist. There is a threat from AI in taking over your job, but you shouldn’t be pessimistic about it. Plenty of new jobs will arise in the future, but you have the responsibility to understand what’s currently happening and what you can do about it. Technology is there to facilitate the movement, but what’s steering the wheel is actually data – and the data side will always be human. The Internet is changing, so embrace it.


Panel – Sarah Holloway, Alyce Tran, Bree Johnson

“Doubt kills more dreams than failure ever will.”

The creators of Matcha Maiden and Matcha Mylkbar, The Daily Edited and Willow & Blake and Frank Body, graced the stage with their conversations. Sarah and Alyce left their 9-5 jobs as lawyers, and Bree as a journalist to take the leap and pursue an entrepreneurial career. Having their brands built on the digital space of Instagram, they need to be able to connect with the millennial. This customer segment has a short attention span and is quite impatient, so it’s important to speak their language and be consistent and authentic in the way you deliver your message. Make them feel your brand, that’s how you’re remembered. Another highlight is listening to Sarah being invited by Chris Hemsworth to their party in San Diego, then meeting Miley at the party before fangirling over the attendees in the bathroom. Who wouldn’t though? I mean Hannah Montana and Thor – hell yeah.



Above all, it’s very inspiring to see how Vogue, who owns such a broad media influence over young girls, has made the initiative to prepare them for the overhaul of future employment. Vogue has the power to change people's perceptions – it has the ability to educate. It might be of a stretch to make such request, but it would be interesting to see how Vogue Codes can expand further in the future by going directly to high school and university students. Working together with other companies and organisations such as Girls in Tech, Girl Geek Academy, Academy XI, Code Like a Girl, She Starts, and plenty others could help extend their reach and deepen their impact. Perhaps even facilitating an additional workshop or 3-day mentorship programs with panellists and event attendees (plenty of who worked in tech from varying fields) to lend their knowledge and encourage girls to get into STEM. This way Vogue could better attribute and measure the impact they've made. Making technology even more fashionable.

P.s.: I took too many notes during Eva’s segment, and I’m not planning on scrapping any of those out, so I dedicated a whole post for her. Check it out here

Vogue Codes is a platform to encourage young women to be empowered by technology in an effort to see more women pursue careers in tech-related industries and be the creators of the digital future.

Quoted from Edwina McCann


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