#WeAreCondeNast: Soyini Driskell – Executive Director, Editorial Initiatives at Allure

This week, Soyini Driskell, Executive Director, Editorial Initiatives at Allure, shares why young talent today should start by being “generalists,” why she's referred to as Allure's "future person" and her preference for work attire.

"I own a pair of navy blue sequined pants – need I say more?" she says.

Tell us a little bit about yourself. How did you find your way to Condé Nast?

I almost never found my way here, or to media in general! I interned in the fashion closet at Seventeen, was an assistant at Altuzarra, and spent four years at rag & bone — I was certain I was going to stay in fashion forever. But I was asked to fill in on a freelance writing job and, through that, fell back in love with writing and storytelling. Freelancing turned into working at Bullett Magazine and later becoming the digital director of Galore, both amazing places to cut your teeth in digital, until I found my way to CN.

I joined our branded content studio team — then called 23 Stories before becoming CNX — and after four years on revenue and two on Allure edit, CN and I have recently celebrated our iron anniversary. I’ve grown exponentially through my work here and have learned from some of the best to ever do it; there is truly no other place like it.

How do you describe your job to friends and family?

My EIC calls me Allure’s future person. What that means is when it comes to new platforms or innovative spaces for the brand – like The Allure Store, audio, branded content, livestream shopping, events and experiences, or partnerships, as examples – I’m who makes it happen. Every project is different but I’m almost always working across multiple teams to make our ideas a reality: coming up with a concept, helping to secure sponsorship dollars, figuring out production support, setting a promo plan and everything in between. A bit of project management + a heavy dose of creativity and brand acumen + a gift for teamwork + a lot of fast-talking and persuasiveness = me, everyday.

Black History Month just wrapped up, can you share a personal reflection on what the month means to you?

Beneath the many ways it has become a commodity or a 28-day opportunity for virtue-signaling, what astounds me about this month-long celebration is that, in its current state, BHM is less than 50 years old. Before 1976, Negro History Weeks across the US were how we celebrated the contributions and legacies of Black Americans in the US, which then extended to other parts of the world. Is it possible that, 50 years from now, the next generations will know a world where Black history is so integrated into our overall history curriculum that BHM will become BHAY (Black History All Year)? A girl can dream.

What does Women's History Month mean to you?

Much like Black history month before it, March is when I take stock of women's history happening in real time around us. The current fights for reproductive and racial justice, equitable pay, and voting rights, among others, will join the history books alongside the progress movements of the 60's and 70's. Women's history month is a moment to mark the work of amazing women before me and use it as inspiration to keep going.

What advice would you give to young talent just starting out in their careers?

There is no such thing as a specialist in our industry anymore. Start as a generalist who knows a little about a handful of things and then, over time, work to refine your skill set into 2-3 areas of expertise/interest. If you're a writer, be writer who is also good on social; if you're an editor, be an editor who also curates events and cultural programming; if you're a video creative, be a creative who can pitch sellable ideas to clients. All of the things – audience behavior, algorithms, revenue streams, social platforms, cultural values, consumer habits – are changing too quickly to be just one thing anymore and it drastically cuts down on your value.

Professional, casual, or sweatpants? If there wasn’t a dress code, how would you dress for work?

I own a pair of navy blue sequined pants – need I say more?

If you could take a month to travel anywhere, where would you go?

One week in Jamaica, one week in Belize, another week in Guadeloupe, and the last week recovering in a wellness spa in Costa Rica.

What is one non-work-related goal that you would like to achieve in the next five years?

I'm buying a home within the next five years!

What is the best book you have read so far this year?

I've been in a Neil Gaiman bag for the past few months so it’s either Stardust (which was turned into an absurdly-wacky-yet-cute movie) or American Gods.

Best sandwich ever. What's on it?

Hmmm…toss-up between a sardine sandwich OR mozzarella, tomato, pesto, and avocado.