A Student Conversation with Claudia Simms, Chief Brand Officer at DEPLOY
Photo Caption: Claudia Simms,
Chief Brand Officer, Marketing Specialist, and Creative Strategist for Campaigns at DEPLOY.
Photo Caption: Brittany Rodriguez,
Berkeley College Fashion Merchandising and Management alumna. Class of 2025.
As part of my Capstone course in the Berkeley College Fashion Merchandising and Management program, I had the opportunity to interview Claudia Simms, Chief Brand Officer, Marketing Specialist, and Creative Strategist for Campaigns at DEPLOY, a pioneering womenswear brand designed as a strategic action plan to reform fashion and a blueprint for 360° sustainability. Her campaigns have been featured in numerous publications, including Vogue, BBC News, and Marie Claire.
My conversation with Simms did not just deepen my understanding of the fashion industry and fashion industry trends. It reminded me why I fell in love with it in the first place. In an industry that thrives on fast-paced lifestyles, shifting trends, and evolving social norms, few stories can channel the relentless spirit of a leader who stays grounded in authenticity, yet Simms does just that. She demonstrates resilience, remaining true to ethical values, and keeping up with trying to change the world one step at a time.
While Simms started her journey as an Account Manager for IBM and Publicis Dialog, she explained, “I always had an affinity for fashion, with collecting magazines and looking after my grandparents who were tailors.” Simms, a graduate of the University of Edinburgh, studied many programs such as International Studies, European Politics, Economics and Law, and many others. But a turning point for her was choosing something she loves for a career.
Simms always followed her personal intuition with the fashion industry and built a sense of having a business-savvy mindset, which is critical for establishing connections for fashion brands. In her eyes, she followed her true personal connection with her family upbringing to go into a field away from her major. Her interest in personal reading habits further assisted her in becoming who she is today.
Simms shines best when she oversees brand storytelling by doing marketing and campaigns for DEPLOY’s product mix, collaborative partnerships, and highlighting sustainable initiatives. I was impressed at her ability to stay open-minded when taking complex approaches to her daily work. “I am a mother and a wife. I have a lot on my plate, but I stay optimistic and try not to get too ahead of what I am doing,” she described.
She continued to say how she adapts to current times in the fashion world by being versatile and having a sharp outlook on how DEPLOY is represented to the rest of the industry. I admired her balance with being so committed to her job, while also appreciating the opportunity to work with creative ideas and meet many diverse clients.
When asked about the direction of the industry, Simms explained the importance of shedding light on sustainable causes. I was especially curious when I asked her if she thought technology would take over the jobs of garment workers to oversee the clothes manufacturing. Simms replied, “I do not see it anytime soon; we need our garment workers to help out. Technology cannot replace the craftsmanship of workers.”
Simms also explained the complexities of implementing sustainable practices in large businesses. She added that Europe is regularly increasing changes in fashion manufacturing, which pushes the industry to embracing sustainability more and that the United States will soon follow.
I highlighted my retail experiences working in children’s clothing and shared how eventually I want to be in her shoes as a top manager in the industry, and Simms gave me great advice on how retail and merchandising are a perfect first step on walking through the doors to the fashion business. “Teamwork and commitment are the two things a person needs when making connections to get to a comfortable position.”
Simms also stated the importance of making connections with internships and making sure that students need to work with their academic advisors on getting the job they want for their careers. We both shared a mutual understanding that it takes hard work and commitment to be able to achieve what we want in our careers. The themes that kept emerging were optimism, passion, and purpose.
This interview taught me to not second guess myself when it comes to making connections with strangers that I have not met yet. — I felt so entranced by Simms’ poise and comfort talking about her experiences managing her career and personal life as a mother.
Our conversation was authentic, to say the least. Beyond the mentions of fashion insights, Simms offered authentic advice about people, storytelling, and the responsibility we have to make to meaningful change in this world. Her words motivated me to keep building on my story – with intention and self-confidence: “Make sure that you are happy with what you do in the future.”
The views and/or opinions in this article are those of the individuals interviewed. The academic achievements and/or employment outcomes described in this article are specific to each individual and are not a guarantee of similar results for past or current students. For up-to-date and detailed information, please visit BerkeleyCollege.edu and view our catalogs at BerkeleyCollege.edu/publications.
