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Lights, Camera, Fashion!

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Consider going into a setting where cutlery is neatly placed beside exquisite china. Each element including flower arrangements, table cloths, sitting arrangements, are intricately put together. While capturing the concept of the event, the décor takes on a life of its own. Perhaps it's your red carpet appearance, or your photoshoot style. The Zimbabwean events sector is saturated with event planners, but only a few achieve a high-end finish. When it comes to stylists, relatively few achieve it to the level of being recognized by the rest of the African continent.

Craig Zoowie is synonymous with deluxe detailing in both event design and both.The meticulous touch that Craig possesses is a cut above the rest. A known fact within circles is that if Craig did it, then it’ s perfect. Every event that Craig handles, there's a touch of class. Together, with his team at VIP Hosting, we can see why they are the most sought-after event planners. Revered in the fashion industry, Craig is a stylist and style icon. His dress sense is that of a debonair. His suits, hats and even shoes make him the best dressed man in Zimbabwe, and beyond, hands down. It is an honour to have the esteemed style connoisseur not only on our cover, but to experience the makings of the Craig Zoowie brand.

GMI: Welcome to Groove Magazine International Craig. You embody what we mean when we say that we are Metropolitan, African and Global. You are one of the founders of VIP Hosting and are a luxury lifestyle stylist and event designer, as well as a luxury shopper. Tell us more about yourself. Who would you say Craig Zoowie is?

Craig: Thank you for having me. It’ s such an honor. So Craig Zoowie is a tastemaker, influencing my industry and the arts. My affinity for well put together brands, individuals, events and productions has led me to be involved in some amazing projects because of my unwavering eye for detail and tenacity. All the while enjoying what I do daily.

GMI: We have been fans of your work for year, and cannot hide how stoked we are to have you in this issue. Your work is edgy, always very trendy, and has a standard of excellence. What inspired you to choose event design as a profession and do you have a philosophy around this?

Craig: I attended a couple of amateur events and I was not impressed as I had wasted my look and time. I have always loved beautiful things. I knew exactly what had to be done and how. Hence, when I design an event, I ask myself how I envision the guests feeling when they receive the invitation, the wording on it, the textures, and the day they walk into the space we have designed and styled. It should ALWAYS be an experience when attending an event we are involved in. And the guest should also feel the pressure and respect the host.

GMI: You have worked in Bulawayo and Harare, founding VIP Hosting, and now use South Africa and Europe as a base for your work. What have been the upsides or downsides of that, and do you miss anything about home?

Craig: Honestly, we do not have a base (laughs). We work anywhere as long as our phones are on and there is great wifi access. Expanding the business and opening up more divisions within VIP Hosting has always been in the pipeline for us. It has not been easy trying to penetrate the markets, but when your business becomes your life, they will buy it. It’ s a matter of knowing who you are as a brand, staying true to your ethos and putting your best foot forward always.

GMI: Walk us through your design process. Others have a place they go to be creative. Are you in any way

like that too?

Craig: Normally, after a consultation to discuss a client’ s brief, I usually have a rough idea of how their event should look. Sometimes it’ s the client’ s vibe that determines what type of host they are and that will influence the aesthetics and ambiance. My team and I discuss further and iron out my initial mood board, including colour palette, stationery, floral unzip, textures on linen, lighting, candles, and all else required. After presenting the final draft to the client, we further dissect it till the client is happy with our suggestions. Then they sign off and the behind-thescenes work starts as we put together the event till the set up day when the client walks in and they are happy. GMI: Would you say that looking good is an effortless thing and that anyone can pull it off?

Craig: Looking good can definitely be effortless, from the general cleanliness that’ s expected of anyone to having clean, ironed, well-fitted clothing and being well-mannered as well as being well presented.

GMI: What would you say is your personal style? Does it influence your work hugely from day to day?

Craig: Timeless and crisp. It does influence my career as it attracts the clients and gives them confidence in what I do. In most cases, a wellorganized person can handle the task of putting together beautiful projects. GMI: Working in the service industry, do you feel like there are a lot of people who share the same perceptions about winning and success as you do?

Craig: Definitely, everyone aspires for the best within their industry and business. That’ s the passion that drives us all (I hope) and obviously some are fueled more by the money than the passion. But it always shows which fuels your business more. The rate of your service provision can easily be interpreted.

GMI: As a brand synonymous with luxury, how do you maintain those standards with clients on a budget?

Craig: Every one of our clients has come through with a budget and we have delivered exactly what they paid for, and oftentimes more. As creatives, we have learnt the art of staying true to our brand, promising exactly who we are and overdelivering.

GMI: What is the one common misconception about your profession or field that you would want to debunk?

Craig: Beautiful things are not expensive, but they are. There is great care in curating a project and making sure it comes through with as few glitches as possible, which most of the time means it will take experts to put it together. Experts bring with them experience and interesting nvoices. So to someone else, that build up of invoices from the experts will be communicated as expensive. So when the client shops around, there needs to be that discernment

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about comparing apples with apples rather than assuming every service provider’ s invoice should be matched against the next.

GMI: What, according to you, is your favourite part of being a luxury stylist and designer?

Craig: It’ s definitely not knowing who I will meet and what they will ask for. So the creative process is always working and moving.

GMI: Have you ever come across clients that want to dress in a way that you know is completely wrong for them?

Craig: Yes, I definitely have. After I explained how I work, they gained confidence in my suggestions and the look book I put together for them. The resistance is a challenge, but when the work ethic and past projects speak for themselves, there is very little convincing that happens.

GMI: How best would you describe the usiness of styling or event planning?

Craig : It’ s an awesome industry that needs great care and patience. An industry which has gone beyond being a hobby to being a multi-billion dollar industry. As the service provider, one needs to educate their client about their brand and how they work. The client also needs to communicate clearly to avoid any blurred lines. So there is a lot of give and take, but respectfully as it seems.

GMI: From your experience, which destinations and venues would you recommend to clients looking to plan an unforgettable event?

Craig : Wow, there are so many. It all depends on the type of vibe and aesthetic we will be putting together from the client’ s brief, whether it’ s a hotel setting with chandeliers, or a safari get-up somewhere out of town. Any venue can be turned into an unforgettable and memorable experience.

GMI: What advice would you give to novice event planners and stylists now that you've got more experience?

raig : Stay true to your brand. Be inspired but don’ t copy. Master your craft and be a beast at what you’ re good at till you’ re great. Don’ t lose your focus and attention on what the next business is doing. When you’ ve mastered your craft, you will be able to charge your worth with your chest and deliver exactly what you promised and more.

GMI: With the status quo due to the global pandemic, how have you manoeuvred through business whilst remaining relevant to the market?

Craig : It’ s making sure the clients do not forget you and that you do not forget them. Stay in constant touch with them during these trying times. Shift your mindset beyond business to being the service provider who checks in and offers other services. Reach areas that the client is unable to reach.

GMI: What would you say to your younger self?

Craig : You will be legendary. Slow down, trust the process.

GMI: The last question is, if you had to pick one universal rule for one's personal style, be it fashion, or hosting an event, what would that be?

Craig : Make sure it’ s timeless. You need to be able to look back at the images and still be proud rather than embarrassed.

Follow Craig Zoowie on his Instagram media @craigzoowieofficial.