By Carolina Piras and Carolina Pedrajas-Botella
Ross Pollard wasn’t into fashion. But on his 31st birthday, everything changed.
Once upon a time, Pollard worked in the pharmaceutical industry. But that lightbulb moment came when his friend said he didn’t want to hear him talking about fashion anymore. He realised then that it was time to write about what he truly loves, fashion.
Pollard had already been writing articles in magazines around Asia, which gave him a greater understanding of the differences between storytelling in western Europe and Asia.
After a few years, he lost his job. “The magazine I was working for shut down and became a cannabis magazine,” Pollard said.
But it is an ill wind that blows no one any good.
Out of the blue, the editor of MilliOnAir magazine approached him and offered him a job.
“The brief I was given was that you can basically write about who you want, what you want, as long as you fit the criteria of sustainability. We look at that not only just in terms of the ethics of a brand, we are talking about high-end luxury,” the editor explained.
MilliOnAir is read by 30,000 people a month, says Pollard, 42, who was a panellist at London Met’s Sustainable Fashion event. These readers are “often flying on private jets in ways that are not sustainable”.
The sustainability-focused digital magazine aims to have an impact on consumers’ behaviour by presenting a product alongside something that “they definitely would buy”.
“The only way they are going to change their behaviour is if the product is going to fit those criteria. Only in that way can we inform them about our sustainability message,” said Pollard.
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