INTERVIEW: DAINA RENTON
Daina Renton, the fierce editor of FÉROCE magazine, shares her bitchy, witchy truths, love of cats and favourite smells and spells…
Tell us about your publication Féroce…
Féroce Magazine is a Scottish fashion/art publication. Féroce is the publication to submit to if you’ve gone outside your comfort zone as a creative. We prefer to work with independents. Féroce is a platform for artists to spread powerful messages with their work. Férroce wants to set a standard for what this industry should become.
What keeps you motivated while juggling photography and publication?
I understand that motivation is fleeting but self discipline can be cultivated. Obsession is what drives me to multitask several projects. When I can’t discipline myself and require motivation, I think of my mother. I remember that she managed to raise me against all odds…and I feel motivated to work my ass off. If she managed that, I can manage this.
What does witchcraft means to you?
Witchcraft to me was a source of entertainment and distraction when I was in vulnerable or troubling situations as a child. The meaning of Witchcraft to me has since changed, but I realise after a long break from it that I was a witch from the beginning. There is Witchcraft in everything I do. It’s instinctive.
Tell us about some feminists that inspire you…
There are so many feminists that I find admirable. At the moment, one feminist who truly inspires me is Diane Goldie. She’s based in London. Her clothing, art, and poetry are just infinite food for thought. When you’re ready to witness the brutal honesty of not only realising the patriarchy, but fighting it, consult her work.
What issues do you see people face in your day to day life that the world can find easy to ignore?
Homelessness. I get really caught up in this issue. It is far too easy for people to walk past and pretend they don’t see a human being who needs help. Mental health symptoms that aren’t romanticised by books and TV shows. Addiction. That’s the easiest of all of them to ignore.
Tell us about a campaign/advert that made you angry.
Because I have a Bachelors in fashion and marketing, I know too much to be angry. I know exactly why each decision was made. Offending viewers to evoke an angry response is a key trend in marketing and advertising right now. These aren’t ‘blunders’ or mistakes.
As a former marketing manager I would encourage anyone who is offended by an advert not to share it, because it was specifically designed to be viral. I always encourage people to watch adverts for Dove, and then watch the old adverts for Lynx. Dove and Lynx are owned by the same parent company. I hope that puts into perspective how sincere companies are with the messages they put out. They will say whatever it takes to get your attention.
What was it like being part of a REEK campaign?
A fucking dream come true is what it was! I’ve been stalking the shit out of REEK for a long time. To finally get to meet the awesome minds behind the brand and above all actually collaborate on something amazing – I wear it as a badge of witchy honour. I loved the atmosphere, and how genuine the team are. It’s a breath of fresh air as a misfit to work with like-minded people who just wanna change the world in their own best way.
What causes are important to you and why?
Recognition, representation, and equal opportunities for black and ethnic minorities. It’s important to me because it should be important to everyone.
Reusable sanitary products. I think Mooncups or Diva Cups should be distributed into low income households and even more so the homeless – even cheaper, and better for the planet than conventional sanitary products. It’s important to me because everyone deserves to bleed with dignity and if the world can be saved we should save it.
What is your favourite REEK sticker?
Witches Unite is my favourite sticker. Witches I mostly meet or hear of tend to be solitary practitioners. We’re all lone wolves in sheep’s clothing sometimes. That’s how I interpret the sticker; a reminder to us and a warning for ‘them’. Sooner or later…one day…the witches will unite.
Tell us your 3 favourite smells?
The smell of cats’ foreheads, garlic breath and Damn Rebel Witches. I think everyone is going to get sick of me talking about this, ha.
Are you more of a witch or a bitch?
I always say that you shouldn’t use witchcraft for any problems or tasks that could be easily solved through mundane means. I’m equal parts bitch and equal parts witch though truthfully. I’m resented like a bitch and feared like a witch. Both of those are just fine by me.
More about FÉROCE magazine here.