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Steve Monaghan established SANE Communications with his partner Susan six years
ago. The agency's HQ is based in east London and it recently opened an office in
Berlin. Fashion and Beauty Monitor's International Editor Laura Hinttula caught up with
Steve ahead of London Collections Men to find out how he's got to where he is today
and what it takes to make it in PR.
You founded SANE Communications with your partner Susan in 2009. How have the
past six years been? Are you able to name any highlights?
Indeed we did - madness I tell you!! In all honesty it's the best decision I have made aside from
marrying said partner: ) The past six years have been a whistle-stop set of lessons that have
encompassed growth, learning, commerce, recessions (double dip at that), competition and a
saturated and confused fashion industry.
It's been a period that has defined and redefined the e-commerce platform of retail with the
likes of NET-A-PORTER.COM/MR PORTER. In the past six years this aggressive flux has
educated the consumer, based on the freedom of the internet and people becoming savvy.
Seasons are becoming shorter and if anything obsolete based on buying habits and weather
changes globally, the sheer power and prowess of the web has made it a gigantic free market
publishing model that houses brands in all of their guises from product to visual assets.
What the web needs is feeding - its preferred meal is content - and standout for anyone or
anything is achieved through groundbreaking content: quality product should always
reciprocate its manufacturing quality through marketing assets of the highest order; never
scrimp at the last minute; and invest for the commercial journey.
The highlights happen daily as we keep growing and keep momentum through thinking
differently and being creative at heart. I do remember thinking I'd "made it" when GQ called in
product from one of my earliest brands and I did the drop off myself on my scooter to Vogue
House - I treated myself to an iced coffee and sat back and watched Hanover Square in a haze
of good vibes. Also, meeting and forging a friendship with a legend and hero Barry Kamen,
affording to travel the world and being able to buy rounds of drinks for friends!
2015 is a big year for SANE, particularly because you recently opened an office in
Germany. Tell us about this. Also, why in Berlin?
We opened because it's been a second home of sorts for many years from attending trade
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2. shows to meeting people and inherently finding affection for the place and its people. It's the
closest place to London in the stakes of non apologetic modernism and creative practices.
Commercially it's a vast as yet untapped market to an extent so we want to take our tone of
voice to Germany and get people thinking SANE. We have silent partners there who help
guide us and now the team is growing too as we take on more clients. We have recently just
been appointed by Tretorn for its re-strategised launch back into market. Very exciting - sane
uber alles!
Do you feel there's a synergy between London and Berlin as fashion cities?
Not yet but it's happening. Berlin fashion/German fashion has not hit our highs yet. It needs
time as it's still in an embryonic emancipatory period post wall. It will happen, the force is strong
in Berlin.
Describe London fashion in three words?
Rule breaking brilliance
What is LCM s/s 2016 looking like for SANE?
Looking pretty good - we have Baartmans and Siegel and the inaugural Tourne de
Transmission presentation - we are also collaborating with Grace Wales Bonner with our client
G.H. Bass & Co. and providing footwear for her presentation. She's an amazing ethereal talent
so we are proud to bring our client into her magical world and I'm very excited to see the
results.
We are expecting big things for Graeme with TDT (he's also a third partner in SANE). He has
Buffalo stylist and protagonist Barry Kamen styling the show. The B&S guys know how it works
now and the fact that they always outdo their subsequent season's offering is testament to
their work ethic and their team, eg stylist, who is the eminent Catherine Hayward of Esquire
fame.
As you mentioned before, your two clients, Baartmans and Siegel and Tourne de
Transmission, showcase during LCM. As the Director of SANE, how involved are you
personally with the agency's fashion week activities?
I make like a biscuit and HobNob!! But seriously I am involved directorially and ensure boxes
are ticked, however our team is so strong and complete in their abilities and confidence I tend
only to be involved where needs be. If I'm not needed I will ensure I'm taking care of something
else.
Also my team will let me know – I'm not a pedestal boss - I like to be talked to honestly and with
no fear. My ethos has always been to celebrate the ability of people and give them
responsibilities to surpass their preconceived ideas: watching people blossom is VERY
IMPORTANT to me and I will advocate that to the end. From talent to my team it's a key ability
and one that's at the heart of a great deal of my heroes and villains.
www.sanecommunications.com @Sane_PR
@stevesane
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