Ask anyone born before 1995 who influenced them when they were growing up, and the majority will name a specific celebrity, athlete, or politician they saw on television. Not Lorenzo Atkinson though. The North Miami Beach Native credits his mother Sharon Gordon for introducing him to style and the commitment to dressing up every morning. His main introduction to the field came during his time in Tallahassee as an undergraduate at Florida State University, when joined a campus magazine that exposed him to fashion from a new angle.
Post-graduation, he followed his heart to New York City for an internship at BCBG, and stayed after the placement ended. In the eight years since, he has interned and worked at Saint Laurent, Elle Magazine, Harper’s Bazaar, WWD, The Wall Street Journal, The New York Post, Proenza Schouler, and, now, Tiffany & Co.
We spoke to Lorenzo about his pursuit of fashion and more.
What was your big dream when you left Florida for New York?
The big dream was independence and betting on myself. There wasn’t a huge intention; I wasn’t looking to become a stylist because it wasn’t the path, I felt most comfortable with. When I first came to New York I did want to be an editor, but it was a struggle as the industry started getting smaller and I wasn’t being considered for certain jobs I was qualified for. The dream however did evolve as I discovered the online commerce industry. Proenza Schouler was the first company where I felt empowered and reaffirmed in my creative decision making and ideas. The one thing I did enjoy about the fashion industry is being surrounded by creative people who inspired me and piqued my interest in different areas.
As someone from Florida, where did your interest in the fashion industry come from?
My mother. I remember watching her dress up for work every day, and she still does today. I was amazed by all the wedges and heels in her closet and her commitment to the whole process of getting ready. Being from Miami, Trina had a massive impact on me, but it wasn’t just her. I went to high school with those types of women. You know those women who were dedicated to how they presented to the world or their classmates. The hair, the makeup, the clothing, the shoes, the attitude, and the confidence all helped birth this interest of mine.
There’s a gap between the time you finished college and landed your Accessories role at WWD. What was happening during this three-year period?
I worked freelance closet jobs at various publications. During this time, I was working part-time and doing different fashion gigs. The agency 24/7 would send me different jobs within fashion and I’d take them to build my network and meet new people. I love magazines, but they started to feel mundane after a while because I didn’t feel creatively challenged.
Your resume reads Accessories at WWD, Fashion at the Wall Street Journal, Digital Content at Proenza Schouler, and Global Digital Content at Tiffany & Co. Tell me about the first three roles and what you took away from them.
Working with Roxanne [Robinson] at WWD taught me to always be prepared and on top of whatever I was assigned to work on. She pushed perfection, and I needed that because it forced me to stay alert and be in the know. At WSJ, I can’t say I learned much or anything. I was given the position because they knew I could do it, but that’s where it stopped. When they decided to open a staff fashion assistant role, I was there, and they hired someone else. Literally looked over the person, aka me, who was already there doing the same role without the benefits. Thinking back, I can say that role taught me to speak up and that if I’m in a room, I should be heard.
I wholeheartedly loved my time at Proenza Schouler; the individuals I worked with at the brand taught me so much, including staying on my toes and exploring my creative thoughts and decisions deeper than I had ever been allowed to do. At Tiffany’s, everyone is exceptionally lovely, and I’m learning a work-life balance which is different because you know how things work. So many places expect you to always be on or respond after-hours, and I’m learning that I don’t have to do that anymore; it feels so different to have that respect.
How did this opportunity as Global Content Special at the iconic Tiffany & Co. come about?
I was in the process of applying for a few different roles, but nothing that I would really leave the company I was at for until I saw this role at Tiffany’s on LinkedIn. I did my research and used my network to help with getting some insight before I applied. Obviously, I did apply and received a call back. After that, I had to go through four rounds of very intense interviews.
What are some examples of things you are working on?
My team works closely with the marketing and creative departments. We are responsible for how campaigns can be used digitally on our site. I work with my team to outline what assets, ideas, and products we need to increase and push traffic conversion. I am learning the most important thing in commerce is getting consumers to a PDP [Product Description Page], which is when a person is looking at a specific product; this then signals that there is genuine interest in purchasing the item usually. Working with the different regions has been one of the most exciting parts of my role. For example, I’m learning about new holidays that are only happening in China or how Mother’s Day is earlier in the U.K. versus here in the U.S.
The biggest thing I am learning is creating a site that can be used as a resource tool to teach people about different things Tiffany’s does within other industries like our strong past with trophies which are related to sports and a bunch of championship games. Also, teaching the consumer about sustainability on the website and Tiffany’s longevity plus future plans.
Would you say your Bachelor’s degree in Retail Merchandising and Product Development has come in handy now that you’ve sort of made a move from fashion publishing to retail?
No, not even a bit. What’s helped me the most in fashion are the photoshop skills I learned in Yearbook in High school. During my time in college, schools in the South taught you how to be a buyer, and I had no interest in that.
Speaking of your transition, especially as we watch publications continually shutter or go completely digital, have you finally found comfort in New York now that you’re at this legacy brand?
Yes, to be honest, I have found a bit of comfort. It’s a feeling that I’m stable. Working in magazines and not just magazines but freelance in general, you have a looming worry of not knowing when your day is coming. Am I going to make it to the next month? Am I going to have my rent money in time? All of that has sort of gone out the window in a way; I’m a bit more at ease. There’s also the feeling that I’m being paid well and being respected. I’m collecting art, spending time in my home, and having my own home has brought me a lot of comfort.
What’s your end goal?
I’m not sure yet. I do know I want to help lead a brand into the digital age and help them build through whatever platform it may be. I wouldn’t mind leaving New York, and, on the flip side, I wouldn’t mind staying here, but I am interested in exploring other parts of the world to see what that’s like.
Lastly, what is that you want people to know about your journey?
I would offer advice and say, lean on people. Lean on the people around you and surround yourself with people that want to see you succeed. When I was first starting out, I spent a lot of time just cold emailing editors, and honestly, that’s how I ended up with most of the positions I’ve had. I remember emailing Sam Broekema when he was at Bazaar asking him if they were hiring, and he actually said, “yes, we need someone for about two months.” So, cherish all those moments that may feel small now but remember how they made you feel then.
IG (Personal): @lzoatkinson
IG (Employer): @tiffanyandco
