Sandra Bauknecht by Dimitra Charamanda
Sandra Bauknecht has been running her popular fashion blog ‘Sandra’s Closet’since 2010. She has recently been appointed Editor in Chief of L’Officiel Switzerland.
Sandra, when did your interest in fashion first develop?
During my early childhood. Fashion’s been the love of my life.
What was the main drive for you to start ‘Sandra’s Closet’?
To be able to show things I like on a daily basis; upcoming designers or items that don’t find a spot in a print magazine easily. The promptness and speed of online publishing is something very fascinating and I wanted to do my own online fashion and lifestyle magazine.
Can you tell us how you managed to make it become so influential and successful?
Thank you! It’s been a constant process. My readers appreciate their daily fashion dose. It’s a lot of work to keep it updated, even during holidays; yet it’s not a burden, rather an addiction. Posting makes me happy and allows people to discover novelties from around the world.
How do you think the Swiss fashion scene has evolved over the last ten years?It’s developed a lot. We have very talented designers and platforms like Mercedes-Benz Fashion Days Zurich and Mode Suisse. There’s a constantly growing interest in Swiss fashion nationally and hopefully soon also more abroad.
What do you think are the main characteristics of Swiss fashion design?
Quality – the most precious lace materials come from here – understatement and innovation.
Where do you see it in the international market?
Let me take one outstanding example: Albert Kriemler has created an international fashion brand with Akris, now worn by celebrities and fashionistas all around the globe. Switzerland of course is a small country, which generally makes it harder to survive on an international level, but this can be a big advantage nationally, and I’m convinced there’s some further international potential.
Do you feel there’s sufficient funding available?
Funding is always a concern no matter where you are and there could always be more support – but I’m convinced that if you’re determined, you’ll find a way. The latest initiatives in Switzerland, Mode Suisse and Mercedes-Benz Fashion Days Zurich, show there’s growing support when it comes to exposure. However, there’s still a lot of work to be done on the financial side.
Congratulations on your recent appointment as Editor in Chief of L’Officiel Switzerland. How do you see your professional life changing?
It’s not a complete change as I’m keeping my blog – I’m wearing two hats so to speak. I’m absolutely thrilled about this new challenge; I work with a fantastic team and love my job every day. I used to be a Fashion Editor for Marie Claire magazine and worked many years as a freelancer. Having the opportunity to give my ‘signature’ to this new international title in Switzerland makes me very excited. We’re thrilled to show the first issue soon and all that is to come afterwards.
What’s your role within the Swiss fashion industry?
I love to help people find their own style. I don’t want to dictate but to inspire. I often hear that I’m a style icon, which I take as a huge compliment.
Which Swiss piece of clothing you own is your favourite?
My Akris Ai bag and a printed silk jumpsuit by Laend Phuengkit.
Interview: NoéMie Schwaller
