Laura Feinstein is a writer and multimedia artist living in Brooklyn, New York. She does a broad range of work for various clients and has experience with copywriting, editing, writing, and marketing. In 2009, Laura wrote a couple of trend spotting pieces for PSFK. In our interview below, Laura elaborates on how she got started with trend work and how it fits in with her overall professional profile.
CE: You seem to do a wide array of things professionally, ranging from marketing to PR to copywriting. In what direction do you hope to ultimately head? Do these pursuits complement or reinforce each other?
LF: When I was in college I had always dreamed of being the creative director at a magazine. When I graduated and got a taste of the publishing world I started to see that specific components (like writing, and PR) were not just crucial to the success of any organization- but also could be a lot a fun. So for the past year and a half I’ve been working as a copywriter and trends consultant for various companies- showing them how they can maximize their online presence and identity.
What got you started with trend spotting?
My first ever writing job was covering the (capsule) show for a blog an associate worked for. I ended up really enjoying the experience and went on to write numerous articles for the site (psfk.com) as well as others. It’s mostly been a lot of hardwork, and a lot of brutal honesty in print.
Does your trend spotting augment your work in other fields?
I went to school for fine art and European History, so in most cases I look at trends from the objective point of view of someone outside of the fashion world. Most of my “trend” writing is observations I’ve made from what I see around me- much like how a painter is constantly gathering visual resources for their work. In general, it seems to be a pretty organic flow from one type of work to the other.
What is the hardest aspect freelance work? What is the greatest benefit?
The hardest aspect is definitely not having a fixed schedule. While you might have time during the day on a Tuesday, you might find yourself working all weekend. However, if you’re the kind of person who has varied interests, freelancing allows you to try out different fields without having to make a solid time commitment like in a full time job. However, I wouldn’t recommend the lifestyle for the faint of heart…
Your thesis project for Hampshire College was an illustrated history of Berlin- can you tell me any more about why you chose your particular subject, format, and style?
Since I was studying fine art and mostly Central and Eastern European history I had been thinking of how to combine the two creatively for my final project- which at my school was the ultimate decider if you were prepared enough for graduation. Originally I was going to do something involving he former USSR, so I spent half a year in Prague- but on a weekend visit to Berlin ended up falling in love with the history and visuals of the city. That following summer I returned to Berlin on a photo and fact finding mission, to inspire the project. Then came the hard part- I spent six months trying to figure out which medium and style to use, often toying with the idea of woodcuts and collage. Eventually I settled on watercolor because I wanted it to have the traditional feel of a children’s book or graphic novel.
You show some photography on your site- how would you feel that photography contributes to your skills as a trend spotter?
When you are a trend spotter you are always looking and noticing things- I’ve tried to keep my camera with me for when I notice particularly striking images. The great thing about digital cameras is that you can see how a picture will look as you’re taking it- it almost feels like cheating.
What is it like doing trend spotting work in New York specifically? How is the process in New York City different from that in other areas?
In New York City you never know what you’ll see- so unless you keep your eyes open, put down the cell phone or ipod, you are going to miss what’s going on around you. A simple ride on the subway can feel like an epic short story, and you never know what’s around the corner. However, I was born and raised in NYC so I think I might be a little biased about its inspirational powers. While it has the power to create, it can also be a very overwhelming place to live in sometimes.
Do you have any tips for people who hope to enter the trend spotting / trend forecasting industry?
If I could go back in time, I would have started my trend spotting career in college working for the local paper, or getting an internship at a magazine. While you have infinite time after college to think about your career, sometimes it’s good to hit the ground running. You also notice after you graduate you begin giving people the same advice your dad gave you, for better or worse.
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It’s fascinating to see how Laura’s background in art and history has helped with her current work. It makes a lot of sense that an understanding of art and history should help in the trend spotting field though- one has to have an eye for striking new developments as well an awareness of previous innovations and cycles. Keep an eye out for what Laura does next at laurafeinstein.carbonmade.com.
Thanks Laura!
