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Meet the joy maker:

fashion meme artist,

Freddie Made

Meet the joy maker:

fashion meme artist, Freddie Made

As part of our Happy New Decade celebrations, we chatted to the man behind some of the most iconic (and hilarious) fashion memes of today, finding out how he’s seeking to bring some smiles to our social scrolling.

Q: What led you to start creating memes?

I started out working at House of Holland, looking after its social media when no one really knew how big/great social media was going to be! This gave me license to really experiment and have fun with my creativity and what we were doing online as a brand – pushing the boundaries beyond traditional editorial and singular campaign approaches.

 

Q: What’s your most-liked post ever?  

 

My most-liked post to date is ‘DOGUE’, my ‘Italian greyhound take’ on Italian ‘Vogue’. Who doesn’t love cute dogs…and fashion? I think it’s totally simple, shareable and easy to get. In fact, Italian ‘Vogue’ contacted me afterwards to reimagine its September edition cover as ‘Italian Dogue’, complete with a photoshoot of my friend’s Italian greyhound and the cover copy was changed to a puppy’s perspective.

 

I like to try and inject some humour into what can be really saturated and often negative social feeds.

Q: What sort of things make you laugh day-to-day?

 

A: Puns, papers and politics.

 

 

Q: Is the fashion industry guilty of taking itself a little too seriously?

 

I think, historically, this was definitely the case! That’s really what motivated me when I started out, trying to inject my own interpretations of brands and how they could have more fun in the ways they communicate and collaborate. Now things have totally changed; many brands embrace being more relatable and fun for consumers, while retaining their luxury edge.

 

 

Q: Your work sometimes touches on politics and current events – is this important to you?

 

I love tapping into conversations that are already happening online or in the media. People have often already formed their own opinions, so I love to give a new spin or perspective. It makes people stop and question things, spark conversations, or just offers a little light relief from the seriousness of it all – especially at a time when it seems people have little faith in our political parties and structure…

 

Q: What sort of things make you laugh day to day?

 

A: Puns, papers and politics.

 

 

Q: Is the fashion industry guilty of taking itself a little too seriously?

 

I think, historically, this was definitely the case! That’s really what motivated me when I started out, trying to inject my own interpretations of brands and how they could have more fun in the ways they communicate and collaborate. Now things have totally changed; many brands embrace being more relatable and fun for consumers, while retaining their luxury edge.

 

 

Q: Your work sometimes touches on politics and current events – is this important to you?

 

I love tapping into conversations that are already happening online or in the media. People have often already formed their own opinions, so I love to give a new spin or perspective. It makes people stop and question things, spark conversations, or just offers a little light relief from the seriousness of it all – especially at a time when it seems people have little faith in our political parties and structure…

 

 

It makes people stop and question things, sparks conversations, or just offers a little light relief from the seriousness of it all.

Q: What do you want people to feel when they see your memes?

 

I guess my hope is that my work offers a brief distraction from the monotony of modern life, and a window to look at things differently. I like to try and inject some humour into what can be really saturated and often negative social feeds; something different from your standard influencer or fashion model content, which doesn’t always make people feel great about themselves! I think it’s important not to take everything so seriously.

 

Q: How has the success of your work changed your life?

 

I’ve been fortunate enough to have had exposure, which has led to so many incredible opportunities with brand and artists that I could only have dreamed of collaborating with when I was younger. It’s taken me to fashion weeks and events all around the world, all just based on me sharing my own sense of humour and perspective on the world of social media.  

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