Editor’s Notes: A Day In the Life Of an Editor-In-Chief

“Creative”. “Exciting”. “Dynamic”. That are just a few of the words that I would use to describe life as Vilda’s founder and editor-in-chief. Other words that come to mind are “exhausting”, “unpredictable”, and “never-ending” – and I wouldn’t have it any other way. Running a digital magazine is incredibly gratifying and opens doors to so many new opportunities. Inspiring people to choose to live compassionately is the number-one thing I want to do with my life – but just like any dream, the EIC life has its quirks. Often you don’t find out what they are until you’re neck-deep into running your passion project, and by then the only thing you can really do is laugh. Laughter, by the way, is the best asset you can bring on this journey. Welcome to a day in my life.


07:30am alarm goes off. Nothing that beeps, blares or annoys you into getting up. I won’t get out of bed for anything less than a soft guitar strum.

07:45am yoga on my sea-view balcony…is the idea. In reality, it’s raining again and I have to roll out my mat in the living room.

09:00am first coffee of the day, along with the biggest bowl of B12-enriched cereal known to man. First peek into my inbox and an exercise in ruthlessness as I delete every PR email that’s about snakeskin bags, duck pancakes, or that starts with “Hello sascha@vildamagazine.com”.  Also first look at the editorial schedule, which tells me that I have to rush-publish an article from a guest writer that’s already several days late.

10:30am delivery arrives – it’s a box of clothing to be used in a photoshoot which I keep telling myself will be fine somehow, despite I have no location, and the makeup artist just pulled out. Attempt to drown my worries in coffee.

12.00pm email from guest writer arrives! The article is here…or so I thought. Upon opening the email, I discover that she has been ill all weekend and so has not been able to finish it. Terribly sorry. Cue frantic scrambling for replacement ideas.

1:00pm lunch is always, without exception, eaten at my desk and often is either a pearl barley salad with veggies and chickpeas, a pasta with fake-meat Bolognese sauce, or rice and spicy beans.

2:30pm collecting info for replacement article as the model for the upcoming photoshoot texts me…to let me know that she is moving to another continent and so won’t be able to do the shoot. Awfully sorry.

3:15pm get up to make a wheatgrass latte with spirulina while ignoring my body’s screams for another coffee.

4:19pm publish replacement article and schedule social media promotions. Open a passive-aggressive email from a brand that sells something that has nothing to do at all with vegan fashion, or with veganism, or with fashion, reminding me that they emailed me yesterday and why have I not responded yet. 

05:00pm eat approximately 1000 wholemeal bread and hummus sandwiches as I try to understand why the links that I am uploading to the Vilda shop won’t result in an adequate picture. Desperately Facebook our Art Director Emilee, who swoops in to save the day.

05:30pm go for a walk along the Brighton seafront and all of a sudden, life is perfect. It’s funny how just a couple of minutes of breathing the sea breeze work wonders to relieve just about any tension in the world.

06:30pm Monthly Skype meeting with the Vilda team. My internet connection dies several times during the call, causing disruption until everyone has to go and I am left alone crying into my ginger tea and swearing at my internet provider’s customer service department through the phone.

08:00pm my husband comes home from a long day of playing the guitar and teaching other people how to play the guitar. We make a sweet potato curry and some spicy chickpeas and watch Homeland together on the sofa.

11:30pm a look at my inbox reveals a thank-you email from a brand that we collaborated with a few weeks ago, letting me know that they have seen sales results from the collaboration. There’s also a notification that new comments have come in on a story written by a Vilda team member – the reader thanks us for the article and says that they found it very helpful. The last new email is from a reader who contacted me a while ago asking about advice on starting their own cruelty-free business, which is now up and running. On that lovely note, another day of running the world’s first digital vegan fashion magazine comes to an end.


This month I am watching….the new season of Stranger Things! 27 October can’t come soon enough.

This month I am reading…Beartown by Fredrik Backman, one of the best books in recent memory

This month I am listening to…Chris Cornell’s acoustic songs, the best autumn soundtrack.

This month I am planning…speaking about vegan fashion at the VegFest Trade event on 20th October at Kensington Olympia in London!


Header photo by Arnel Hasanovic via Unsplash

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Sascha Camilli

Founder and Editor

A passionate changemaker, Sascha Camilli is the founder and editor-in-chief of Vilda Magazine. Born in Moscow and raised in Stockholm, she has also lived in Los Angeles, London, Milan and Florence, before landing in her current hometown of Brighton, UK. She was selected as one of GLAMOUR UK's Most Empowering Nu-Gen Activists and is a frequent public speaker on the topic of vegan fashion and material innovation. Her book Vegan Style is out now on Murdoch Books.

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Vilda (Swedish for “the wild one”) is an international digital vegan fashion magazine. Our aim is to inspire elevated compassionate living. For info and media kit: hello@vildamagazine.com


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