• + guests

    Trui Moerkerke

    Communications expert

    For years, she was editor-in-chief of the lifestyle magazine Knack Weekend. Then she switched career and became the communications expert for Flanders DC, the Flemish organization for entrepreneurial creativity. Today, Trui Moerkerke stands on the brink of yet another challenge: teaching and freelance writing. In all of this, she tries to find the balance between her hectic career, her beauty blog and, as the mother of two teen-agers, her family.

    Knitwear
    Collection Two
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    Clothes should make you
    feel good, even
    if you don’t care
    about fashion
    Dress
    N°06 / Collection Two
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    You had your finger on the pulse of the fashion world for decades at Weekend Knack. How important is fashion in your life?

    I love fashion. I still follow the fashion industry. But fashion is shown on girls who are young, tall and thin. If you don’t fit into one of these categories, it’s quite a challenge to be fashionable. Perhaps it’s because I’m getting older, or because I’m at a different stage in life, but I no longer feel much enthusiasm for getting dolled up. I want to feel comfortable in what I’m wearing. Clothes should make you feel good. Even if you don’t care about fashion, clothing has a huge impact on how you feel.


    Does it take you long to get dressed?

    When I stand before my wardrobe in the morning, I feel an inner glow. I often have no idea what to wear. Sometimes I’ll try on three or four different outfits, and it will look as though my closet has been hit by a hurricane. You don’t want to be confronted with the stress of having to choose in the morning. I recently read an article about Matilda Kahl, an art director at Saatchi & Saatchi in New York. She’s been wearing the same outfit to work for three years. Having a uniform like that, it’s a tempting idea!


    What would your ideal uniform look like?

    In the past, I always wore black, but I find the colour too severe for my age. I’ve made the transition to dark blue, and I like to wear long, comfortable trousers with a nice shirt. For a meeting, I’ll wear a blazer on top. I like to keep it minimalistic, but I do think you should add some details: beautiful jewellery, for example. Investing in a good red lipstick is an absolute must. The beauty blog Café Cosmétique, which I run with Sofie Albrecht, features wide-ranging discussions about my favourite products and beauty secrets.

    Investing in a good red lipstick
    is an absolute must
    Shirt
    N°132 / Collection two
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    After twenty years, you swapped Knack Weekend for Flanders DC, and now you take a new start as a freelance writer and teacher. What made you change career?

    I’d been working for the same magazine for years and had, therefore, acquired a level of niche-expertise. I was looking for something new, and I learned a great deal about communication and business at Flanders DC. A whole new world opened up to me. Had it not been for Flanders DC, I would probably never have made the step towards freelancing.


    How do you view the major, recent changes in the media landscape and, more specifically, journalism?

    The industry has changed radically. Digital media has brought with it countless possibilities, although the traditional media often struggle with the question of how to use it. An ‘old’ medium like American Vogue is very clever in this respect. A magazine with such a historical record can reveal a more playful side on a digi-tal platform. On that front, the Flemish media are lagging behind. Media consumption has also become fragmented. Today, we compose our own reader profile by collecting snippets from different media sources. This makes it difficult to adapt products to meet the needs of the consumer.

    After just five seconds
    in nature, you feel
    completely detached
    from the outside world
    Coat
    N° 87 / Collection two
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    You lived in the United States for six months. What took you there?

    My husband is a professor and went there to teach. The children came with us, and they even went to school on a yellow school bus. We lived somewhere in the Midwest, near Chicago. I tutored a class of around twenty girls, and I taught them PR techniques and how to create newsletters, press releases and media kits. I loved it. Upon my return, it wasn’t long before I started teaching again: creative copywriting at the Thomas More College in Leuven.


    With such a busy schedule, how do you relax?

    I often go running with my husband in nearby Heverlee. After just five seconds in nature, you feel completely detached from the outside world. Nature puts the hectic pace of life, and the pressure to be here, there and everywhere, into perspective. My family is very good at slowing down. The children are thrilled when we don’t have any weekend plans. Then we bake pancakes and genuinely make time for each other.