Black Label [EN]: Chapter 95

Black Label – Episode 94

Black Label 94

95. This Isn’t a Gamble

“Thank you so much for your hard work. I appreciate it.”

Wayne, the editor of the famous magazine ‘Ella,’ said, organizing her notebook.

She then gave a bright smile and added in a soft tone.

“Thanks to Max, the content feels much richer. Max’s interview will probably be included as a separate supplement.”

“Oh my gosh! A separate supplement?”

“Yes. Max, would it be possible to take some photos if it’s not too much trouble?”

“O-Of course!”

As soon as Max replied in an excited tone, Wayne turned on the DSLR camera she had slung over her shoulder.

Soon, Wayne pointed her camera lens at Max, and Max made a ‘V’ sign with his hand in an awkward pose.

Click. Click.

But, what should I say? It just seemed like he was very stiff.

It was quite a contrasting 모습 [moseup – Korean for ‘appearance’ or ‘figure’] from when he was eloquently telling various stories for a full 30 minutes.

While Wayne was checking the photos she had just taken, Max approached Jaeseung and whispered.

“Oh my gosh, Lee. This isn’t a dream, is it? I never thought the day would come when I’d be in a magazine unless I committed a socially controversial crime.”

At that moment, Wayne smiled brightly and said.

“The photos turned out pretty good. I’ll also write down the cafe’s name and address at the bottom of the interview. ‘A secret place where the up-and-coming designer ‘Lee’ gets inspiration every morning.’ How about writing it like this?”

Max, who unknowingly shouted, “Oh my gosh!” clasped his hands together and replied.

“So, my cafe is going to be in ‘Ella’? I never thought I’d be rewarded like this for living a good life….”

“I’ll send you the issue as soon as it’s published this month.”

“Thank you! Thank you!”

Was it thanks to being able to list his brunch cafe’s advertisement in the influential magazine ‘Ella’ without spending a penny?

Max repeatedly thanked Wayne and then looked at Jaeseung and said.

“It’s all thanks to Lee, so I’ll upgrade Lee to VIP status at our cafe from now on.”

Jaeseung frowned slightly and asked, puzzled.

“VIP status? Do you have a membership system?”

Max replied, “Of course,” and then playfully rubbed his nose and added.

“It just started. But the benefits that VIP customers can enjoy are beyond imagination. You can use all products for free until the cafe goes bankrupt.”

“Oh, that’s a great benefit, isn’t it?”

“For your information, I’m a very clear person when it comes to public and private matters. I even charge my mother, who provided half of the start-up funds, every time. It’s a really great benefit.”

Just as Jaeseung was smiling, Max clapped his hands together and said in a very excited tone.

“First of all, could everyone wait in their seats for a moment? Since it’s a good day, I’d like to treat you to some delicious food and fragrant coffee.”

After speaking, Max headed to the open kitchen.

He put on an apron and immediately started cooking while humming a tune. He seemed very excited at first glance.

Then Jaeseung looked at Wayne and asked quietly.

“If you’re going to include it as a separate supplement, Max’s interview must have been quite satisfactory.”

“Of course. It was a really satisfactory interview. An interview with someone around is usually a little more objective and sincere than an interview with the person involved. It can also give readers a sense of ‘satisfaction’ as if they were watching a celebrity directly from the sidelines.”

After replying, “I see,” Jaeseung unknowingly let out a hollow laugh.

Was Max someone who could be called his ‘acquaintance’?

No. Then, was it an objective and sincere interview?

I can definitely say that this is also not the case.

Well, anyway….

Max’s ‘eloquence’ alone seemed to be highly commendable.

Even a trivial anecdote was transformed into a delicious episode with a lot of MSG [monosodium glutamate, a flavor enhancer] added.

If the interview content wasn’t satisfactory, she would have stopped Max and stopped the interview immediately.

The interview was conducted until the end because Jaeseung also found Max’s interview content satisfactory.

There was no excessive exaggeration or lies, and episodes with moderately witty content poured out one after another.

‘Paul Joseph Goebbels’ [Nazi propaganda minister] once said this: that the combination of lies and truth is much more effective than 100% lies.

Max seemed to be a bright person and a very smart person at the same time.

Then Jaeseung turned his head slightly and looked at Max, who was concentrating on cooking. As soon as their eyes met, Max raised his thumb.

Jaeseung also responded by raising his thumb with a faint smile.

I was sure that I would be able to get along with him much better in the future.

* * *

Jaeseung, who can be said to be the subject of today’s interview, owner designer Alexander, manager Theo, and Ella’s editor Wayne.

The four people, who have a significant presence in the current New York fashion world, were sitting with one table in between.

A full-fledged interview is in progress.

Unlike when I was interviewing Max earlier, various conversations were exchanged in a rather heavy and serious atmosphere.

Wayne, who was looking at the interview paper, tilted her head slightly and brought up the question again.

“First of all, I know that owner designer Alexander, manager Theo, and the board of directors have been repeatedly saying in interviews that they are predicting the success of this season.”

“Yes. That’s right.”

Was he quite satisfied with the diagram Jaeseung presented and the sample made based on the diagram?

Alexander and manager Theo had repeatedly mentioned in previous interviews with various media outlets that they were “confident in the success of this season.”

Thanks to this, public opinion was also divided.

“Um, for your information, about half of the reactions are that Alexander King’s season is highly anticipated, given that the board of directors is so confident….”

As Wayne continued to speak, Jaeseung nodded his head once and said.

“Yes. I know. The other part is saying, ‘The brand’s board of directors must be feeling considerable shame because their products have fallen into mannerism. Their confident interviews are just a reckless noise marketing [a marketing technique that involves generating buzz and attention, often through controversial or unconventional means].’”

This was a harsh criticism officially revealed by the famous fashion columnist, ‘Eddie Dana,’ through her personal site.

Jaeseung also saw this column with great interest, so he had no choice but to remember every phrase.

This was also one of the biggest concerns of Alexander and other members of the brand’s board of directors recently.

If she had been a columnist with a little less recognition or fame, she would have crushed her through a series of external pressures.

But Eddie Dana is a powerful columnist with tens of thousands of subscribers who receive her columns.

How could they not be worried when such a columnist poured cold water on them before the season even started?

“Ah, I see. First of all, I’m curious about Lee’s opinion. Do you also agree with the opinions of the brand’s board of directors, including Alexander and Theo?”

Although he asked in a roundabout way, the main point was whether he was confident in the success of this season.

Then Jaeseung nodded his head once and replied in a nonchalant tone.

“Wayne, I’m sure there isn’t a designer who puts out a design expecting failure. The same goes for me.”

“Um, I see. Is there anything you would like to say about this season?”

“I can confidently say that you will be able to feel the newly established sensibility of the premium brand ‘Alexander King’ through this season. Customers who have tasted that sensibility once will have no choice but to ‘Rebuy’ because it is equipped with such an attractive sensibility. Wayne, there is a saying in my home country of Korea.”

“What is it?”

“You see as much as you know.”

Jaeseung, who replied briefly, shrugged his shoulders once and continued in a gentle tone.

“The more knowledgeable customers are about design and fashion, the more deeply and meticulously they will be able to taste Alexander King’s unique identity.”

Wayne, who nodded her head a few times as if satisfied, continued in a rather bright tone.

“I don’t think there has ever been a case where a creative director’s pre-interview was so aggressive.”

“Is that so?”

“Yes. Most people usually mention how much difficult time they spent worrying while preparing for the season, and how nervous they were while preparing for the season.”

After speaking, she swept her hair behind her ear once and asked again.

“Finally, can you say just one more thing?”

“Eddie Dana.”

As soon as Jaeseung’s low voice ended, everyone’s expression hardened.

Eddie Dana.

A famous columnist who predicted the failure of Alexander King this season and did not spare harsh criticism.

Everyone had no choice but to be nervous because Jaeseung, who can be said to be at the center of her harsh criticism, mentioned her name.

“I’m sure her thoughts will change once she receives Alexander King’s look book this season. Her column was too hasty. Once this season’s products are released, and once sales, which can be said to be an indicator in business, are released, everyone will be able to sympathize with what I’m saying now.”

Then Alexander unknowingly said urgently, “Lee? Wait, wait a minute.”

This was an aggressive statement that could be said to be a declaration of war.

It is a reckless act that will not be beneficial at all to provoke a columnist who already has a negative perception of the brand.

Unless they achieve a clear success that everyone can agree on, it was clear that they would be reduced to a long-standing prey for a powerful columnist.

Theo, who took a long breath, waved his hand and said in a polite tone.

“Wayne, I’d like to ask you a favor. I hope this content is not included.”

Just as Wayne was about to say something, Jaeseung continued in a firm voice.

“No.”

Silence flows for a moment.

“Please include it as is.”

Today’s interview content will be released before this season’s products are released to the world.

The conflict between a designer and a famous columnist is one of the most attractive sources, as much as a ‘scandal.’

If I become enemies with ‘Eddie Dana’ through today’s interview, I may suffer from her harsh criticism every season throughout my career as a designer.

At least until she retires, without fail.

But, shouldn’t it be right to use all the cards that can be used?

Her harsh criticism is an attractive card that is absolutely sufficient to attract public attention.

Also, this season.

What if we achieve such a great success that everyone can agree on and subdue her?

There is no need to worry about the aftermath.

Then Alexander frowned and said in a nervous tone.

“Lee, you should have mentioned it in advance if you were going to do an interview like this! This is an excessively reckless gamble.”

On the other hand, Jaeseung’s will was firm.

Is it a gamble?

No, absolutely.

“Alexander, I’m not stupid enough to gamble with my future. Even if a problem arises, I can just explain that it was just my personal opinion, right?”

“What…?”

“And this isn’t a gamble. How can you describe a game with a guaranteed victory as a gamble?”

* * *

A few days later. Ella’s issue containing Jaeseung’s interview was published.

And that evening, a post was uploaded to columnist ‘Eddie Dana’s’ personal Twitter.

– I am planning to go and see the work of a confident young designer on the 15th of next month. If you fail to convince me through the show… you will pay the price for using a reckless strategy to gain public attention using the career I have built up so far.

The 15th of next month mentioned in Eddie Dana’s post is March 15th.

March 15th.

That day was the day Alexander King’s new season look book and products were released.