Meet Stacy Forgang, an LA-based freelancer focusing on marketing communications for lifestyle, fashion, beauty, consumer products and DTC brands. She gave us an inside look at the freelance life, from the roles that preceded her consulting career to the projects she's currently working on. Brands (and individuals, for that matter) would do well to take note of the way Stacy describes a dream client, which reinforces an increasingly important theme: authenticity. 

Where are you currently – and usually – based?

I am currently based in Los Angeles. After living in New York City for over 15 years, I moved to LA three years ago and quickly realized how many amazing start-up and DTC brands are developing out here – and what an opportunity that is.

What are your specialty practice areas?

I focus primarily on marketing communications for lifestyle, fashion, beauty, consumer products and DTC brands. I love being a part of guiding the evolution that my industry has gone through over the past 20 years. It is the creativity involved in being a part of that growth which gives me the most satisfaction in my work.

Tell us about your career background before becoming a freelance consultant.

I began my career in the PR department at Vera Wang. My family has always been very tuned into the fashion world and I knew that I wanted to do something in that market.  I fell in love with PR and from there focused my career on all things lifestyle, working with such brands as Ebel, Baume + Mercier, OMEGA, Bergdorf Goodman, TARGET, Keds and Victorinox Swiss Army, to name a few. Having that broad experience gave me the motivation and confidence to move out on my own and launch my consulting business.

What are some of your current projects/clients?

I have been working with DTC western wear brand Tecovas and really enjoying it.  I love working with passionate people and the Tecovas team is just that.  They have been forging ahead with beautiful retail locations filled with incredible product that the media is really taking notice of.  Even though I’m a New Yorker at heart, I can say, I love a good cowboy boot!

What are your favorite aspects of freelance life – and least favorite?

I enjoy the freedom of working for myself and having the opportunity to partner with brands that motivate me to be as creative and hard working as is necessary to make our programs successful.  Having said that, I do really enjoy the collaborative “think tank” mentality of agency team life. I have created my own version of that environment by bouncing ideas off of colleagues and friends that I have worked with over the years, and find that batting ideas around with peers in other industries makes me better at my job.

Who would be a dream client?

I love working with people and brands that have strong ideas around why they created something and an amazing product to show for it. It makes my job that much easier when the authenticity and beauty of a brand come together.