Working in Magazines, Travel & Keeping Inspired with Content Creator & Journalist Ali Whittle
"I’m paying more attention to what actually makes me happy and trying to do more of that. I’m returning to what I loved when I was younger; reading more, writing, watching films, and learning."
Ali Whittle is Australia’s golden girl who always looks like she’s come straight from Copenhagen Fashion Week. We’ve run in similar circles for many years and I’m always inspired by her creativity, kindness and incredible vintage jewellery collection. After working in magazines for the better half of a decade, Ali stepped out 5 years ago as a full time content creator and independent journalist (including her very clever & stylish Substack, Smooth Brain) and hasn’t looked back.
Name: Ali Whittle
Tell us about you: where you came from, what you studied, etc.
I grew up in Geelong, Brisbane and Melbourne. I went to uni in Melbourne and studied Media and Communications majoring in film and television. My first big break was getting a job in the magazine industry at TV Week after interning.
When did you know you wanted to be in magazines/the industry?
In year 9 I made my own magazine for a creative assignment at school and I loved it so much. As a teenager I would watch Suddenly 30 and How To Lose A Guy in 10 Days on a loop - Jennifer Garner and Kate Hudson’s characters play magazine editors and I wanted their life! I’ve always loved film, television, fashion and pop culture so it felt like a natural slot for me.
Career highlight/pinch me moment:
Five years into my magazine career, I’d worked my way up to being deputy editor of WHO Magazine but I was desperately unhappy and unfulfilled. Taking the leap from working in magazines to being self-employed (5 years ago now! Time flies) was a big moment and turned out to be a big career highlight. I’m proud of myself for having the bravery to do that when the next steps for my self-employed work weren’t really mapped out. I just trusted myself that I’d work it out and find ways to generate income and I’d be happier for it. This was all true and has worked out in ways I could never have imagined. I have creative freedom and autonomy day-to-day, I’ve worked with amazing local and international brands and had insane opportunities.
For the past two years I’ve gone to Copenhagen Fashion Week which has been so cool. To be able to be a part of that international scene, work and engage with brands I love is amazing. I can’t wait to do it again this August.
“My mum is fierce and bold in everything she does and truly goes for it. I find her spirit and tenacity so endlessly inspiring and I try to channel that in what I do.”
How do you stay creative?
Spending less time on my phone and more time seeking out other sources of inspiration like film, music, books. I work from home but can sometimes feel stagnant by the same four walls of my office or living room. Getting out of my space and working from a park or café is really refreshing. Taking notes when I have ideas also helps keep me focused and creative during any slumps.
Core creative memory you have:
Early last year I worked on a campaign with one of my favourite brands, Marimekko and my little sister shot it. We shot it all around her Melbourne neighbourhood and it was such a fun, really special afternoon getting creative together. We don’t live in the same city so it’s the best when we are together and I can utilise her really unique creative advice and cool eye for my work.
What do you think the biggest impact has been on your career thus far?
My mum is very creative and incredibly business savvy. She’s worked in PR, been a CEO, is on boards and is now an artist who runs her own art gallery. She is fierce and bold in everything she does and truly goes for it. I find her spirit and tenacity so endlessly inspiring and I try to channel that in what I do. She’s the best person to get advice from and always answers my many calls throughout the day.
Separate to this, I think my ‘can do’ attitude has really helped me have opportunities and foster beautiful, helpful connections.
When are you most creatively inspired?
When I travel! There’s nothing more inspiring, exhilarating and life affirming than changing your scenery and being in a different environment. Waking up in a new country or space always leaves me absolutely buzzing. It’s also when I get to switch off a bit more than I would at home. Having breaks and switching off is key to staying creative and inspired.
Something people might not know about you?
I have terrible eyesight, I never learnt how to drive/don’t have my license, I love Formula 1 SO much, I have three cats and I am obsessed with vintage jewellery and watches.
Your greatest takeaways from being in the industry?
· There’s room for everyone
· Stay in your lane, focus on what you do best and building on that
· A great attitude and kindness is invaluable and memorable
· Incredible opportunities could land in your inbox at any moment
A promise you are working on/want to keep to yourself in 2025:
Personally, I’m paying more attention to what actually makes me happy and trying to do more of that. I’m returning to what I loved when I was younger; reading more, writing, watching films (my husband and I have been going to the movies a lot more so far this year) and putting a focus on learning. I’m going to study again this year and I’m excited to see where that leads – it’s been something I’ve been wanting to do for ages. Fear has been holding me back from exploring some business ideas I’ve had (the studying is linked to this) and this year I’ve decided to get over it and just get on with it! Life is too short and I owe it to myself to try.
Professionally, I’m putting a lot more time and effort back into writing and my own Substack.
You can find Ali on Instagram HERE and her Substack Smooth Brain, HERE.
PSA: I hope you have enjoyed Creative Direction and the time, energy and effort I put into writing these for you <3. It would mean so much to me for you to like, comment, or share this post or others, to support my work.