There aren’t many organizations that operate at the intersection of both fashion and music, but one that’s capable of playing in both of these creative arenas is VFILES. Known for groundbreaking runway shows, exemplary music discovery, and a radical commitment to developing the future of creativity, VFILES has amassed quite the reputation since it came into existence more than a decade ago. Founded by Australia’s Julie Anne Quay, VFILES has spent the past 11 years attempting to democratize creativity by restructuring the systems that both the fashion and music industries operate under. They have a goal of “discovering, incubating, and empowering the global youth”, and with various initiatives at the helm of being launched, the NYC-based organization is making strides towards a lasting legacy that will surely impact the creative entrepreneurs of the future. We recently spoke with Julie Anne about VFILES becoming a non-profit organization, how she started her career in fashion, and why physical and mental well-being are essential for every type of creative. 

When did you first fall in love with fashion?

Julie: Probably as soon as I could choose what I wore, and have a say in what I was wearing. I would say that’s when I fell in love with fashion, probably around the age of 3. 

Growing up, who were some of your biggest fashion influences? 

I grew up in Australia, so my relationship with fashion was always as an observer – seeing different trends and what was happening. When you grow up in Australia, your biggest fashion inspirations are international – international music, international magazines, international runway shows. Then what follows is the localization of that, so what’s happening at local shopping centers, malls, retail locations. 

You’ve had an expansive career, some of which has been spent at places such as VH1, Vogue Japan and Australia, V Magazine, and now, VFILES. How did you begin your career in fashion and media? 

I basically got my start by working as a shop girl at Esprit, when Esprit launched in Australia. So I learned pretty much all of my retail and marketing skills through Esprit, which is one of the best brands ever created. That was my beginning. 

When did you create VFILES, and what was your intention behind its creation? 

We came up with the name VFILES in 2011, but we started working on VFILES in 2012. The whole goal around VFILES was to democratize fashion and music, and create a safe space for people to share, create, and feel empowered by their creations.  

Though largely centered around fashion, music is also a big component of VFILES’ identity. How would you say fashion and music influence one another?

In fashion, the way you dress is your brand. The songs you sing are the voice of your brand. So we always say this at VFILES, music is the voice of fashion. Fashion is the lifestyle of music. 

You’ve been quoted many times saying that VFILES is “for the kids in the line”, something which stems from when you’ve noticed that the kids standing in line outside of your parties were the ones who should be inside. What does it mean to empower the youth, especially as it pertains to those from marginalized backgrounds? 

I have this ridiculous sense of fairness, and it’s just not fair. The access to opportunity is so imbalanced. What it means to me, I don’t know, but it means a lot. I don’t even know how to put it into words. The world’s not fair, and the playing field is not level. I’ve been blessed to have the career that I’ve had and still have, and at a certain point you start to think about what your legacy is going to be. You want to leave something behind when you’re not working anymore or when you leave the world behind you. Through VFILES and through the career that I’ve been lucky to have, if you can level the playing field a little bit and sprinkle some more creative stars up there, then that means everything to me. That’s my focus. 

One of VFILES’ tenets is to close opportunity disparity in the creative industry as it pertains to those from underrepresented communities. How is VFILES approaching this issue, and how have you witnessed these issues throughout your career? 

We spend a lot of time researching this. The fashion and music industries are very good at saying they’re going to do things. More diversity in front of the camera, more diversity behind the camera. We have more women here, more this, more that. These problems are actually systemic. All of the industries have systems within them, where the only way you can break them is by joining the system. It’s not just about creating a fund here and there. It’s more like, how can we actually put more people into the system that think like we do? Meaning that they appreciate equality and diversity, have strong social justice, have strong hiring and growth mindsets, etc. We realize that the only way to actually do that is to empower entrepreneurs and help them get into the system so that they in turn can change the system. So it’s more like a trojan horse theory, as opposed to just giving grants. 

VFILES used to host a monthly event titled PASS THE AUX where artists would plug in and perform original music. Do you currently have any plans to do more of these parties? 

We are planning to bring back PASS THE AUX within the next month or so. Before the pandemic as a for-profit company, we’d discover talent through PASS THE AUX and then maybe release their music or have them perform at fashion shows, etc. As we look back now, holding a new status as a non-profit organization, we realize that this isn’t enough, and want to move the needle. What artists need are to be exposed, given the opportunity to perform, open up for other artists, etc. As technology has progressed, music distribution is something that anyone can do. It’s all the other things, the music videos, the marketing, the performing that they need. So in terms of PASS THE AUX, you’re going to see it in a different format. 

Back in 2020, you launched VFILES LAB, an incubation program which aims to discover, educate, and empower “original thinkers” from an array of creative and intellectual pursuits. In your perspective, why is it important to provide such education and mentorship opportunities for the next generation?

It goes back to our whole trojan horse philosophy. People need tools. Money isn’t enough. You could give someone any amount of money, but if they don’t know how to run a company, set it up, hire people, build a brand, run marketing, and all of those basic things in your toolkit, as well as mentors and people you can call on for help, it’s going to be hard to succeed. 90% of startups fail, and I think that answers the question. 

VFILES recently became a 5013C, otherwise known as a nonprofit. What does this mean for the future of VFILES? 

I think it’s so exciting. Name another non-profit that does what we do. Name another non-profit that can message out to the community and culture, and really stand behind them to empower and grow. It’s also such a unique opportunity for us to trailblaze within the non-profit space. It’s hard. You think being a for-profit business is hard? Try being a non-profit business. When you’re a non-profit, you get measured on how much you help people. How many grants you give out, how many people you reach, how many workshops you’ve created. That’s what’s most exciting about it. If the thing you want to do is democratize creativity and empower creative entrepreneurs, there’s no better way to do it than as a non-profit. We’re super excited about it. 

What’s a piece of advice you’d share with someone who’s looking to embark on a creative career?  

Yes. I’m a professor at the Roc Nation School, and one of the classes that I taught recently was all about failure. Try and fail. Try and fail at something every day. 

One of your passions outside of VFILES is the connection between exercise and wellness, and how it impacts our day-to-day lives. Up until recently, you were even a Soul Cycle instructor up until recently.  Why is it important that creatives place emphasis on their physical and mental well-being?

That is a complete biological and physiological thing where you function better when you’re rested, eating well, and active. That’s it. To me, if you want to be a great creative, you need space and time to think, and you need to be well-rested for your brain to work. I swear by that, and have lived my life by that since I was young. 

Where do you see VFILES heading in the next decade? 

Our goal is to become a prolific non-profit organization, in that we create our lab program, our academy program, our fashion and music programs. I want to reach more people, create more opportunities, and partner with some of the other big non-profits out there so that we can use our influence to work with their impact. You will see the VFILES brand back in the fashion space - a percentage of all sales will empower our non profit programs - creatives supporting creatives is what we were born to do. 

What would you say to the 8 year old version of yourself?  

In the second grade, I was the teacher’s pet, and it was borderline embarrassing. My advice now would be to just lap that up, take your roses, and enjoy the moment. A win is a win is a win, no matter how big or small it is.

What’s one album that you’d take wherever you go?

Wow, that’s a really hard question because I can’t really say just one album. I literally take my entire library with me everywhere I go because I have different music for different moments. 

What does the phrase “big ass kid” mean to you?

I have somehow never grown up. I’m the mother of kids in their 20s, and I’m somehow permanently 22. Being a Big.Ass.Kid. is really like being Peter Pan.