Cesar Rolon is the founder and co-principal of the Latino Fashion Week in Chicago. He is also the CEO of Imagen Marketing Consultants and associate publisher of Who’s Who in Chicago Latino. Latino Fashion Week will be held Oct. 1-5, 2013.
How did you arrive at this career choice? Was it a deliberate decision or a gradual and natural evolution? Fashion was never a career choice. I created Latino Fashion Week because I was upset over the lack of support for Latinos and people of color in fashion in Chicago.
What separates you from others in your field? What is unique to the experience that you create?
Latino Fashion Week is the only event of its kind in the United States. We say we are “By Latinos for Everyone.”
At Latino Fashion Week we pride ourselves in supporting those interested in pursuing all facets of fashion, i.e., hair, makeup, production, merchandisers and stylists.
For those considering entering this arena, what skill sets do you recommend mastering?
What traits are most conducive to success? Study and follow the industry trends. Communicate with fashion experts, review international show, don’t depend [upon the] mainstream. Utilize the power of networking, don’t be afraid to collaborate with other designers.
How do you stay at the leading edge of your craft?
I own a multicultural marketing agency so I am constantly researching the industry.
Do you think that there are any widely held misconceptions about what you do? If so, what are they and how do you work to dispel them?
Folks think that all we do is produce a fashion show and it’s more than that. We assist our designers in getting into the big-box retailers. Latino Fashion Week will feature a workshop by Macy’s New York on how to do business with Macy’s, certification, presentations etc. We also pride ourselves in discovering new faces and introducing them to the modeling world. I am also working on introducing a new make up line for one of the biggest convenient retail chains in the U.S.
How do you map out your goals? How do you measure your success?
I never map out my goals, I strive to create what missing. Latino Fashion Week was one, last year I created Chicago’s first teen expo and next year have something really large I plan to unveil. I look for niches that have not been filled.
Who do you consider to be your peers in your field? Who do you see or use as examples for you to emulate?
My peers are those who simply work hard, who believe in having a dream and believe in who they are and where they come from. I currently have a young lady who is currently on this season of America’s Next Top Model who is 19 and a single mother. I have an intern who just graduated with a degree in Retail Merchandising and I realized this person had more talent in them. I try to provide inspiration — it turns out that person has a passion for designing shoes, so I found a manufacturer that will allow this person to work on their dream.
Name two of your top role models: one from your industry and one from outside of it.
Oscar De La Renta and architects. Architects make some of the best designers.
Name three books, works, performances or exhibits that changed how you view life or yourself.
I keep things simple — I view life from my heart and I don’t limit myself to materials. I recently followed the story on racism in fashion, which reminded me why I founded Latino Fashion Week. I believe one needs to study and learn abroad to discover their own moment.
Why do you consider continued learning important?
One can learn from any instance. My current wish is that companies take off their blinders realize there is a huge multicultural community everywhere. I also wish that hair care brands (many in Chicago) who create product for so called ethnic hair — that only market to African American females would realize that our Latinos / Latinas also have ethnic, coarse hair — my people from Puerto Rico, Dominican Republic, Cuba just to name a few. These companies do not market to us.
What affirmations do you repeat to yourself that contribute to your success?
What goes around comes around.
What software, app or other technological innovation has made the biggest difference in your life or career?
Color trend apps and anonymous analytics video.
Please define your personal brand.
Tous, Tasso Elba and Uniqlo Japan
What is your favorite vacation destination and why?
Puerto Rico — it’s home for me
If you could change one thing about yourself, what would it be?
Read more and meditate — and not be so hard on myself.
What does it take to be iconic? In your estimation, who has achieved that status?
I don’t follow icons; for me change is iconic. I am a big fan of the new pope, but I don’t see him as an icon — I believe he has the greater power to share what we want to hear.
