Izzi Allain (@IzziPoopi) On Viral Fashion, TikTok Growth, and Her Love For Loewe

0:00The following podcast is a Dear Media Production.

0:30when I get to record the podcast in New York because being based in LA, there are so many creators and creatives who I want to sit down and chat with that are based on the East Coast. So anytime I'm over there, I'm like trying to stack up the episodes and get as many people in as possible for you guys. Last week's episode was shot in New York and this week's episode was also shot in New York. And I'm so glad that we got today's guest in the studio because not only is she not based in New York, she's based nearby, but she's also in the midst of the craziest fashion month schedule. So I'm so excited that we got Izzy in the studio.

1:05You guys might know her as Izzy Poopy on Instagram and on TikTok, and she is one of my favorite creators out there right now, hands down. She has such an energetic magnetic personality that matches perfectly with her incredible sense of style. She has such a capacity to mix structures and shapes, textures, and colors in a way that is so unique that watching her get dressed is just so much fun on a daily basis. You'll probably land on her Instagram page for her sense of style and to get style inspiration, but you'll stay because you'll see her at every major fashion event around the world, whether it's a chic fashion dinner or a brand event, working with brands like Loewe, Prada, and so many more.

1:50Today's episode was so fun because I asked her some really hard-hitting questions, like what her last name actually is, what she's excited about in fashion right now, and the type of content that she loves to create. I'm so excited for you guys to get to know her like I did. She is one of my favorite creators, as I mentioned, but it was so great to actually sit down with her and hear about her experience going from working in store at Aritzia to now being one of the most in-demand content creators. Let's go get dressed with Izzy Elaine. Izzy, I'm so excited to have you here. I'm so excited to be here.

2:22This is like our actual first real meeting. We met the other day, but it was a little chaotic. Yeah, briefly. It was chaotic. I was in the Tory show and I see Izzy and I like run up to her. I'm like, hi, I can't wait to see you. And you were like, I just got a call. Or no, you had DM'd me after. Yeah. Like, I'm so sorry. I was so stressed. I was like so blacked out. I don't even remember like everybody I saw. I was so stressed out. I was like, but what happened? So there was just this guy outside that had a mic and I thought he was a part of the Tory people and he wasn't. and he just came up to me and asked me really uncomfortable questions.

2:52And I like froze. And I was just like, I don't know where this is going to go. And he wouldn't like it was harassing, like staying next to me. And I was trying to leave. And I literally was just like, and then I said, can you not include this? And I was like, oh, now he's going to use this. Yeah. Oh, so whatever. Was it? I haven't seen it online yet. So were they part of, were they fashion questions? No, it was like about Africa and stuff like that. Oh my God, what? Like political questions? Yeah. I was like, no, I can't do this. this. It's not the time. I have like a I think that the trend of people on TikTok walking up to people on the street and saying like, hey, what do you do?

3:29Has like almost created a really bad ripple effect of like a loss of personal space and boundaries. Yeah. The same thing happened to me when I was leaving the show. I walked out the door. I looked down at my phone to find my car. I looked up and there were bright lights in my face and a girl with a mini mic. And she didn't introduce herself. She didn't say what she was filming for. She just and you could tell she was a little like nervous to be there. And she was OK. So like and dived right into like four or five questions about the show. And I so badly wanted to look at her and be like, hey, like I'm a journalist, too.

4:03I have a show, too. Like it would be nice to know your name. Yeah. Like where are we? What are we filming for? Like, I'm so happy to do this and support people who are on the street doing this. But yeah, it's like an introduction. Say hi. Yeah. Say, hey, I'm filming for this. are you okay with being on camera? Yeah. But then it's like, I have the same fear as you, which is like, if I said that to her, would she put that on TikTok and be like, this girl's a bitch? Because the camera's always rolling. Yeah. So I don't know. It's a weird thing. Yeah. Stressful. And I see it on, even when you're walking in Soho, people are like, with mini mics, like, hey, what do you do?

4:31Yeah. Like, hey, what are you wearing? Yeah. And if you just walk away, then they can use it. Then they put that on TikTok and someone's like, you know, that person's a bitch. Yeah. Yeah. It's a weird, weird thing, but I'm sorry that that happened. Yeah, I'm fine now. I like freaked out. And then I was like, OK, everything's OK. And then I went to bed and the next morning I was OK. I totally empathize and relate to the sentiment because I think when you have a job online, your brain goes to a lot of different places. You can be like, are they going to chop that up and put it somewhere? It's a very boundaryless industry.

5:01So I understand why you were that way. I would be the exact same way. Yeah. Yeah. Well, it's over now. It's over now. It's also like now, you know, yeah you're more careful you kind of like you know yes and by the way you're so nice and great I'm sure you didn't say anything bad I'm sure you were just like literally just didn't say anything I just like yeah exactly that's always my spirals I get home and I have to think to myself and be like are you insane like you didn't say anything crazy like you just were surviving yeah surviving the moment I know how's fashion week been it was really good I had a lot of like first this fashion week.

5:35So that's always like super exciting. So it was great. Like I'm a bit tired. What was your favorite show? I always love Tori, but I was a bit like all over the place. So but that was great. And I love like a brand that surprised me was Tibby. I didn't know Tibby so well. And that was my first Tibby show. And I was like, oh, my God, I want to wear everything from this collection. It was great. So I thought it was so wearable, well styled, like just like efficient, like simple, efficient, but also a bit of new is great. I loved it a lot. Tibby has been strongly going for a long time now, and I feel like they always have interesting clothes.

6:10Yeah. Well, now I'm a super fan. I'm like, I want everything. Do you follow the creative director on Instagram? Her name is Amy Smilovich. I'm not 100 % sure, but every time I'm anywhere talking with people in the fashion industry about who their favorite follows are, she's one of them. Really? Yeah. She breaks down fashion in a really interesting way. And her style advice is great. You should follow her. Oh, definitely. And it makes sense that you're like, okay, the brand is so great. Obviously, she knows what's up. Yeah, she does. Yeah. Perfect. I'll do it. You have to follow her. Check. Okay.

6:41I have to get a few lightning round questions out of the way. First of all, where do you live? Oh, Montreal. But that will change soon because I got an apartment here in New York. No way. Yeah. Hey, why the move? Well, Montreal is great. My friends, family, boyfriend, everybody's there. It feels like home. It's chill. But I love a fast-paced environment. I love to work. And there's not a lot of work in Montreal in the fashion industry as much as here anyway. So I'm just like, I need something more. And I need to be stimulated more in my everyday life. So I'm going to keep my place in Montreal, have a place here, come often.

7:18And I'm so excited. It's been a long time coming. I'm very happy it's happening. okay I said lightning round questions but I have follow-up questions no no no no I have follow-up questions I need more what is Montreal like from a fashion perspective I feel like Montreal is a very stylish city I think a lot of people say Montreal people in Montreal have a like great style but there's not many like work opportunities in fashion like I worked for Elle over there which was like great essence but then like a stylist but then I don't know where you can go from there so it's great like people are definitely great but I just like you know there's not much of like a long term yeah well no there is but it's just like there's not many opportunities so like they're taken you know what I mean maybe that's that or no I feel like a question I often get asked is from people who like live all around the country is like do you think I can have a career and not live in New York or LA.

8:16I definitely think so. It's just different scales. Different scales, different beat, different. Yeah. I think a lot of people don't realize where a lot of like their favorite creators live. Like Nara Smith this whole time has lived in Dallas. Yeah. Yeah. She's moving now to Connecticut. But like, yeah, she's lived there this whole time. Pookie and Jet live in Texas. I think they live in Texas as well. Yeah. Somewhere. I don't know. Yeah. I think you can do it anywhere, especially like with online now. You can do it from anywhere. Okay. Back to my lightning round. what is your last name oh it's elaine like not poopy where did that come from again not lightning no no follow-up questions to my follow-up i have too many questions perfect i'm bad at lightning rounds we'll do one later guys i'll give you a better one later so the question where did poopy come from i wish i had a better story but like when i first created my instagram i was in the car with my friend and she was like oh my god you need to download instagram we're 14 or 15 and she's like you need to download instagram like what is that no i don't need that whatever She's like, I'm creating you an account.

9:16And she used her mom's email address. And she was like, OK, what's your handle now? I'm like, I don't know. And we came up with that. But like my nickname in French is Isa. Because I speak French. My first language is French. So my nickname is Isa. So no one ever called me Izzy. No one. And it just came about. And then at school, everybody started calling me that. Everybody. Like, Izzy Boopy, Izzy Boopy. And then I was like, oh, I can't change it. And it's stayed. And I was like, oh, not that it's becoming my work. Should I change it? I was like, it's there. Maybe not. Maybe not. I mean, is your full name available?

9:47I have it saved. Not full. Oh, that's great. But Izzy Alain. I have it saved on TikTok, Instagram. But like, I don't see that happening yet. You know, maybe. You know what's like funny about it is it kind of I feel like it works for your energy. That's what people say. Yeah. Like it's it's what like drew me to you in the beginning. I was like, who is this? And I'm like, I fell in love with your style and your personality. And I'm like, OK, this is fun. It's like and it's authentic. And like then you just become another girl with your full name on Instagram. See? My name's not even like I don't have two V's in my name but I had the same thing as you where I was like.

10:20But also they're all taken. That's the thing. What can we do? I asked the girl who had live with one V and she asked me for like 10 grand. I was like hmm. Oh. Okay. Yeah people do that. It's an it's like an industry selling your. Yeah selling your name. But me that I want like Izzy. Just Izzy. But the person has like paintings of birds on their account and they're like, don't ask me to get the handle. Oh, they're not down with it. No. Okay. I respect that. It's okay. Yeah, it's okay. You've got it first. It's not a make or break. We're already here. Yeah. You know, like if live with two Vs versus live with one V, like the only thing is I would love for people to stop sending me mail with live with two Vs.

11:00Yeah. I'm like, guys, I'm not live, but I know. Are you from Montreal? Yes. Born and raised. Yes. Okay. But my parents are from New Brunswick, Canada. I don't know if you're familiar with Canada. No. Give us the map. Well, it's like on the far. Oh, shit. Like east. This is east coast, New York. Okay. East coast. Of? By like of Canada. Okay. It's like by the water. Beautiful. Like beach stuff. It's great. I need to explore more of Canada. I feel like anytime I hear about it, it's like the most gorgeous place ever. Coming to summer, it's great. Anywhere in the summer is great. Yeah, I know. I want to get into your personal style a little bit because it is so fun watching you get dressed on Instagram.

11:42I love your style. Thank you. It's just I don't think maybe it's like my fatigue of quiet luxury era where like things felt very calm and like calm, cool, collected aesthetically that I love. And by the way, no shade to that because I dress that way a lot. But I love seeing you incorporate like color and shapes and textures. What's your ethos when you're getting dressed every day? I like don't know how to answer that question because I don't know. I just like, I think maybe I look at the weather. I'm like, OK, do I need to be warmer or not? And then I need to be comfortable. So I like don't know.

12:17And then I come up with an outfit. Is it based on a feeling? Maybe. Are you basing it around like one? Are you like in your closet and you're like, here's one piece that I want to wear today and everything else is coming? OK. Yes. It's OK. This is a this is a discovery podcast. We can workshop this. No, but I think, yes, when I don't know how to get dressed, I'm like, oh, my God, I don't know if I don't have like a new piece I'm excited to wear or whatever. I'm like, OK, today I can wear this. And then I start from there. Like one, like let's say at the top or a bag or shoes or something. I start from there and then I build the outfit.

12:54I feel like you are you have such a strength in like mixing and matching shapes. Really? Thank you. Discovery podcast. Thank you. Discovery podcast. Is there a tip that you have for people in like mixing and matching those silhouettes? Even yesterday, I saw you in like a t-shirt with a layered tank over it with like longer shorts. Oh. Like talk to us a little bit about that. And by the way, I also get it if you're like, this is just how it's just in my brain. But like try to make sense of it. Well, that like I can't take credit for it because it was styled like that on the Essence website. Okay.

13:26So that's taken as both from like websites or like, I don't really like to look at what other people are doing because I like to like come with what I want, you know? I think maybe just trying stuff at home, like look in the mirror, see if it looks good. But also like if it looks good to you, then that's good enough, you know? Like if you like it and you feel good in it, that's what's up, you know? But I also do like the idea of like if you are someone who's a novice in fashion and like is starting to expand your personal style and learn something new. Like do you remember that or do you ever shop on Source Unknown?

14:01Yes. I really love their styling and it's always really different. And again, like really fresh, cool ideas. And I've always recommended people go on there and even just like follow them on Instagram. because even if it's something like I'm not saying go like copy paste exactly what they're doing but like a layered tea or I feel like they were like at the beginning of like the like the see-through skirt moment like they were doing really good styling so I do think it's a good point to like find inspiration for other places yeah but also like some sometimes I will get a piece I'm like oh how did they style it and then it kind of like starts the thought process and you're like okay this is what they did.

14:36How can I like tweak it for me? And you know? Yeah, it's a good seed. It's like, yeah, okay, I'll take it from this. But then how do I put my own earring on my own like jewelry, a belt, whatever. Exactly. Yeah, I know. I love I love the way that you pair clothes together. It's super artistic. Oh, my God. Yeah. How did you get into fashion to begin with? What were you doing before? So I always wanted to work in fashion. I was like, my dream is to be front route fashion shows. I don't know how I'll get there, especially like, I mean, girl, you're there know. I know. We're at every show this week.

15:05It's really crazy. But it was like always my journey. I was like, I don't know how to get there. I was like, maybe as a buyer, maybe I was like, no, I think the way to do it is at a magazine. So I was like, let me apply to Elle Canada. And then I was an intern there. It was great. Like my boss there was amazing. And she really like taught me how to become a good boss to like who I work with now. And she was like a great mentor. So I really like Cynthia, I love you so much. And then that was great. I worked there and then I was like, it's great writing and like finding pictures and everything. But like, I want to be on shoots.

15:41I want to do styling, like production, creative direction. So from there, I got to assist a producer and work with like also with the creative director and like learn from them. And it was great. And I was like, oh, this is cool. But do I want to be a stylist? Like, I don't know. Production is really hard. Maybe I want to be a stylist. But styling is also so hard because you have to like answer to some someone has a mood for you and you have to get I wanted to explore my own vision essentially and I was like I can't do that if I need to like style for a brand or like you know yeah it's like you want to lead the charge on the creative direction styling is very much like meeting someone where they're at yeah so I was like I love a little bit of creative direction I love a bit of production I love styling I love writing but like they're all I don't want to do any of this only I want to do something I can do like where I can do everything where that's where content creation was like the best option for me.

16:34So and did you do that while you were at Elle or did you like stop Elle and then start? Yeah, I started in like when I was doing that. So because at first I wanted to be hired at Elle. I wanted them to like like want me. So I was like, let me build a portfolio. So that's where I did a little bit of Instagram. I was like, let me show my styling, my photos on there so they can say I'm a fashion girl. And then that worked. and then I just kept going even when I worked there and I was so on it when I started I was like I'm posting every single day of the week and it was winter with snow up to here I was like I don't care I'm doing it and it was like it will work but it was like a lot of hard work in the beginning the consistency is everything in my opinion yeah and I hate there are some days where it just doesn't hit and it doesn't work you don't do it it just you have to keep going with it yeah Yeah, I felt that way with TikTok because I haven't done TikTok historically.

17:29And now I'm, I kind of got bit by the bug where I'm like obsessed with it now. And I'm like, if I need to be posting every day, so I stay consistent with this. And like, I know I'll see growth if I keep doing it. Yeah, it's true. Like if you keep going, of course, something's going to come a bit. Yeah, put a little faith in it. Yeah. A quick break from today's convo to shout out one of our sponsors and one of my go-to companies for all things bridal. If you are a soon-to-be bride, definitely check out birdie gray, especially if you're going to have bridesmaids. They are my go to recommendation for anyone I know that is looking for incredible bridesmaids dresses at a really affordable price.

18:05Bridesmaids dresses can be really tough finding the right color, the right fit, and making sure that your bridesmaids feel so good and so beautiful on your wedding day. And that's why I recommend birdie gray. One, they have dresses in literally every color, every fabric, every fit that you can possibly think of. There's something for everybody in your group. And the dresses start at just$99, which is an incredible price. They have it all from high-end chiffon, one shoulder with a long train to cross halter satin in an oversized floral print. They have everything you could possibly need. And they don't just have bridesmaids dresses.

18:42They also have a collection of really affordable little white dresses, all under$150. If you're looking for engagement photos, check. Bachelorette, check. After party, check. They have everything you can possibly need if you're going to be a bride soon. So go check it out. Visit birdiegray.com now to get your first five swatches for free with code LGD. That's B-I-R-D-Y-G-R-E-Y.com to find your perfect palette. Highly recommend. I know you guys are going to love this and look so good in all of your wedding photos after it. birdiegray.com to find your perfect palette. And so many of you have been DMing me recently about great brands to find for your boyfriends, husbands, partners.

19:25And I'm going to shout out Scotch and Soda today. They're a sponsor of today's episode, but also an amazing place to get great menswear. It was one of the first brands I remember paying attention to when I moved to New York. All the cool kids were wearing it. And still to this day, it's so effortlessly cool with incredible quality and function. And they actually have a great collaboration out right now with Joe Jonas. It's their first collaboration with him, and he's an ambassador of the brand. The collection features a mix of men's and unisex clothing and accessories that all encompass Joe's really cool, confident approach to style.

20:00It was inspired by the American West, the 70s, vintage Americana, and Joe's personal photography and writings that are all woven into the capsule to create a dynamic wardrobe that's built at last. It's a celebration of creativity and confidence, and I think you guys are going to love it. There's so much original artwork, rich fabrics, and embroidery, and if you're a fan of the Jonas's, you're going to love this collection. Definitely go check it out. The Scotch and Soda Joe Jonas collection is now available at scotchandsoda.com in the EU and the US and select retailers. Use code LGD for 20 % off your first order.

20:36Visit Scotch and Soda for more information. That's code LGD for 20 % off your first order. Visit scotch and soda for more information. Before we continue with our conversation today, a quick thank you to our sponsor of today's episode, Cotton. Cotton's The Fabric of Now campaign is challenging everyone to make the natural choice. Give yourself enough room to breathe so that you can be more intentional in your everyday life and in what you wear. To me, cotton as a fabric, it just feels like a giant hug. It's the thing that I go towards every single morning when I'm getting ready to tackle my day because it's the thing that makes me feel most like myself.

21:17It feels like a second skin. Plus, it goes really well with everything in my closet and just makes dressing a breeze. It's breathable and soft and comfortable. And honestly, it feels like doing that thing that you need to do for yourself to get grounded after maybe, say, a really hectic month. For me, that's going out in nature. And whatever it is for you, it's that feeling of getting back to yourself. I love to go out in nature, put my phone away, leave my laptop at home, be with my loved ones and totally unwind. I feel completely recharged after I do those weekends. And it feels so natural for me.

21:53It feels so good to leave those things behind and just get to the center of myself. Maybe read a good book, play a couple board games. That's really when I feel like my most self. And it's the same way that I feel when I'm wearing cotton. So cotton is asking all of us to recharge in your own way. Maybe that means putting your phone down for a few hours a day or just going out with your friends for the night and being really present. Whatever it is, you do you. Find that thing that feels natural and makes you feel good. Cotton is the natural choice. Discover the fabric of now at thefabricofourlives.com.

22:22We're addressing the whole family in today's podcast episode. You guys know how much I love Posh Peanut. I'm not a mom. Hopefully I will be one day. but I am obsessed with baby clothes and shopping for clothes for all of my nieces and nephews and all of my friends' kids. I am definitely very good at being the aunt that spoils all of them. And of course, if I'm going to spoil them with anything, it's really good clothing. All the pieces from Posh Peanut are made with ridiculously soft viscose from bamboo that stays soft even after you wash them over and over again. All the parents love me because I give their kids the softest glows that last and they don't have to throw away.

23:01Their high quality fabric is four times stretchier than cotton, so it grows with your child. It's also breathable and chemical free, which means they're delicate on your baby's sensitive skin. Posh Peanut makes really thoughtfully crafted, beautiful, and stylish clothing for kids, and they have designs for all of your kids' favorites from Hot Wheels to Disney, Hello Kitty, and Barbie. It's made for infants and kids, but they also have sizing for moms and dads if you want the whole family to match. I told you, we're dressing the whole family today. It's loved by over 1 million parents, and I know you guys are going to love it in your household too.

23:35Right now, Posh Peanut is offering our listeners 20 % off your first order with promo code LGD. Go to poshpeanut.com slash LGD and use promo code LGD for 20 % off your first order. Go be the best gift giver. I promise the kids are going to love it. Now let's get back to the show. Do you have a favorite designer that you are eyeing right now and love? Yes. It will always be Jonathan Anderson, I feel like. I love the way of a too, and I feel like it's very true to your style. Yeah. I actually think I found you for the first time because of the color changing dress. Yeah. I remember the first time a friend of mine had shown me your Instagram.

24:12She was like, look at how cool this girl is. The hair is everything. Oh, thank you. Talk to me a little bit about that intersection for you because I can tell that you really like express yourself and base like your style around your hair. I feel like when I started, I was like, I want to be edgy. I want to stand out online as a content creator. So that's why I had like the little mullet. Yeah. Situation with the dark brown. I was like, this is going to make me stand out. I think like, well, just this week, I was thinking, oh, is the bangs over? Like, should I? I know I saw you at the show the other day and your bangs were gone.

24:46Yeah. Did you recognize me? I just I was like, whoa. Like it was your hair at Tori was to the side, right? Yeah. How did it feel? How did it feel? It felt good. I just love little change. I feel like it's nice. I get bored really easily. But I'm glad I have something that's easier to play with than when I had that mullet situation. That was like layers. It was difficult to style every day. But I like long hair right now. I like low maintenance. I think that's also my style right now. Like I'm like chiller, you know? Yeah. Maybe not every day. But chiller, she says, she's like in like the coolest outfits ever.

25:23I mean, the color changing dress, I'll never forgot. I think that was a I think that's really what got me into like the crazier fashion, like the crazy pieces. And that happened by accident. I did not realize my dress was changing color. Well, actually, it started with a skirt. They sent me a skirt and I had an assistant and she steamed it and she was like, whatever. So she really looked at it. And then we're outside walking to the presentation. It was a PH5 presentation, a PH5 skirt. And the dress was pH. Yeah. And then she goes, oh, my God, what the fuck? I thought your skirt was white. Now it's pink.

25:56And then I lift and she was filming like super candid, like not planned. She films and she's I'm like, oh, my God, wait, what if I lift my shirt? I lift my shirt. The rest of the skirt is white. And the second it hits the sun, it becomes pink. And it was like, whoa. Then I got so excited and it went so viral. So people were so interested. Obviously, it was so crazy to see. And then I got the dress and then I was kind of looking more into these pieces because I was so excited about them. And I think people were excited with me. So it was fun. No, it was crazy. I remember seeing it and watching it like a hundred times.

26:30Yeah, it was. That is insane. Crazy. And it was so funny because we were outside our hotel and the doormat was like, did your dress just change color? Oh my God, that's funny. Yeah, actually it did. What the fuck? The doormat of New York, they see everything. They see, they know everything. My old doorman here when I was living here would see me like in like eight outfits a day. Perfect. And he'd be like, it's getting a little show. He gets his own fashion show. Yeah. It's so interesting to hear you talk about this dress moment. And then also, you know, knowing that Loewe is your favorite brand in the world.

26:58What are your thoughts on, I don't want to call it clickbaity fashion because I feel like that's not fair, but even like the tomato moment, like that was such a moment that was fleeting, but everybody loved it for Loewe. Was it the tomato bag? Yeah. Yeah. Yeah. And my brain just like stalled. Tomato bag. Yeah. Color changing dress. Yeah. What do you think about it? I mean, I love it because I mean, I do it. I love it. And I think it's funny. I think it's always like a conversational piece moment. And like, I think I really like have Loewe to thank because I think they do fashion. So like in a very unique way, especially with their social media, it's always very funny.

27:39And like when I started doing social media, I was like, I don't know. I feel like I want to show my personality. But then I don't know if there's a place for that because it was very aesthetic. And then TikTok was coming up, but not so much in fashion. So I was like, I don't know if I can do luxury fashion and be funny and show my personality and be not so serious. But then Loewe does it so well. And I was like, wow, if they're doing it, I can do it. So it was a great inspiration for me. I was like, wow, I feel like they're making me feel comfortable trying to do it, you know? this is that is such an interesting point that you've brought up about how luxury is changing yeah I feel like five years ago as a creator you know any agent or manager or like someone giving you advice would be like oh luxury like you have to be posting like a bit more like more clean aesthetic like more monotone and now I do think Loewe has really changed the game for anybody who wants to get into the luxury space but also like the luxury space itself if you go on Loewe's TikTok it is so funny it is like so out there avant-garde and very on brand for their clothing and there's no other luxury brand doing it like that and you can see some brands starting to try to try but what other luxury brand is on tiktok actually doing it like following trends i think jacques is doing it jacques luxury clothing yeah maybe yeah i would say so i would say so i would say okay fine i think we're putting them in the same category though as like gucci yeah gucci i don't think they're doing it on tiktok they're not i checked the other day yeah no no gucci i feel like i think it has to align with your brand i don't think i would see gucci being like doing like what loewe is doing yeah i think it's just different i think loewe does it so well there's it's so funny yeah like i am shocked when i get served a loewe tiktok and it's like it's hilarious hilarious like what was that tiktok trend of people like falling to the ground and rolling yeah i did that yeah you did that yeah i did that with them and i was with the lucas the the content guy at loeve and he was like we filmed the video and we're dying laughing and he was like oh my god i need to beg my boss to post this like please let me post this let me post it no it's it's it's funny and i think again it's opening up the world for other creators to be able to have access to like the luxury market.

30:05And I love it. It's amazing. I mean, when I first started, I'm 30. And when I first started, it was Instagram and Instagram only. And everything was so aesthetic. No videos, just photos. Your feed was everything. And so now 10 years later, sometimes I have to take a step back and be like, wow, this has changed so much. Like We went from a world where like talking on camera was not the thing. And now it's like if you're not doing that, you're missing the wave. You're missing the wave. It's totally different. I find like aesthetic content is still so like necessary, of course. And then the personality content is also like it attracts different things.

30:45I think if you're trying to build an audience, like you're going to build it with talking and your personality because, you know, if it's just a pretty photo, there's a bunch. But then if you mix it with personality, I think people can find like different inspirations from you. And I think it's like very together. I totally agree. I think a big reason why you've grown is people have gotten to know your personality and like felt that attachment to you as a person. Yeah, I think that's, yeah. I think one thing that is great is like, I can look at something and be like, that's so easy. Really? Yeah, girl.

31:16I was talking to a friend yesterday. Yeah. I was talking to a friend yesterday and she was like, I feel like you need to have your own, like as a creator, you need to have your own identity and have something that like let's say someone wants to dress as you for Halloween what are they gonna wear and you should know like so that shows your identity and I'm like oh I don't know what someone would wear I was like maybe latex and bangs like no I think I could tell you if I was a person right now dressing up as you I'd do the hair okay I do like probably a great earring oh okay yeah I latex sure something like cool and different that would either like change color or something like that's so interesting I think it's crucial I really do I think I never thought about that I think of other people like I could easily dress as Morgan Stewart for Halloween.

31:59Okay. People who have created very specific brands for themselves where I'm like, oh, that's so Izzy. Oh, that's so Morgan. I think that's really important. Yeah. It's the only way that you can create longevity in your brand. Yeah. Because for someone to be able to like identify something that's uniquely you and you've done a good job of it. Thank you. Of course. I think the other thing that I love on your content is unboxing. Yeah. Why do you think people are so obsessed with unboxing videos? I think they're naturally like engaging because like, ooh. surprise like what is this you know I find I'm also like very excited when I do them and it's true like I never open something before opening it up on video like never no like if I've done it's like once or twice and it's like not because I wanted to it was like I had to I don't know but I always keep my like genuine real reaction for the video so I think people are excited about my reaction but also it's naturally like so interesting to like to see like oh let's do unboxing?

32:55No, you don't think so? No, I think so. I think it's like the most like aspirational thing ever. Yeah. Yeah. Is it for me? Like anytime I see someone unboxing, I'm like, I'm hooked. Yeah. Okay. I'll watch it. Especially for luxury brands. Yeah. You have these two moments that like marry perfectly together. Yeah. What type of content do you like to create? I'm like, like, what's your favorite? Like, what are you most excited? Well, it used to be unboxing, but now I'm like getting a bit like, I don't know. I feel like I've done it so much now that I might want to think of something new. And I'm like, I don't know what it is yet.

33:28I'm in that period of like trying to find a new concept or ideas or but it's hard. I feel like I've been thinking about that for like six months. Content fatigue is a real thing. Yeah. And like if I'm not excited doing it, I feel like my audience won't be excited as much. So I'm just like, I need to find something fun. But I don't know what that is yet. I appreciate you saying that because I think that's something that aspiring creators need to think about as well, where it's like you can't just stay in the same cycle of the same thing over and over again. You have to constantly be evolving. Yeah.

33:59Constantly think of new ideas and keep it fresh and new and different. Because I do think I've like had the experience of being online and like seeing a career that I love do something different and I'm like rehooked all over again. Yeah. And it's like a new perspective. It's exciting. But yeah, I'm. Maybe it's a hair color change. Maybe. Maybe it's bleaching my brows. I've been thinking about that oh did you bleach your brows no my brows are my babies yeah absolutely not but I do think again back to like hair being able to change your entire personality yeah it's just like you can become a different person with dark hair yeah maybe it's like a more edgy moment for you yeah we'll see I don't know but yeah I think it also like as a creator when you post so much every single day it's important to have like a recipe that you can go back to like like maybe once a week you do like a series because otherwise it's so difficult to find ideas constantly so hard I do really appreciate what you're saying though a lot of between this and like that the Halloween analogy like having something that's true to you that your audience can like expect and know from you I think that's so important to have that consistency yeah and to like have that thing that people come back to you for yeah but it's also important again to like question yourself and be like, like when to change it or, you know, like, yeah, you don't want to get stuck.

35:16Yeah. But it's cool. The edit. That's really cool. Yeah. So I see you on TikTok. I see you on Instagram. I see you on YouTube. What platform do you think has been the most helpful for you in growing your audience? TikTok. That's my biggest audience. I think it happened really quick. I think you can grow, I think, faster on TikTok maybe. But also Reels is great for growth and like for building an audience and like you can show more on Instagram. I think I prefer Instagram because you can do the videos, the photos and the stories, which is like the day to day. I think it's my favorite. But TikTok has been my main one since the beginning.

35:49I agree. I think Instagram, you can tell more of like a full picture. But TikTok, I love because there are people that engage with me on there that like I've never seen on my Instagram. The discoverability is crazy. Yeah. And it's like different audiences. some will come to your Instagram but like also creators there's some creators that I only follow on TikTok and then I'm like oh they have Instagram too let me go find them on Instagram you know yep is there something a tip that you recommend for maybe people on here who want to be creators that's been most helpful for you in like getting that new audience and building your platforms I think like seriously just like being true to yourself like it's the everybody says that but Like, seriously, there's only one of you and only one person with your point of view.

36:32So I think using that and finding what's what makes you different. I think for me, what I tried to do, I was like I tried to show my personality, how excited I am about fashion. I think that's my what differentiates me a little bit. Yeah, I think like finding that for you will work. A hundred percent. I do think the authenticity thing is a big thing. Yeah. And like the only way it can be unique is by being yourself. So I think you just like don't look too much what other people are doing. Try stuff on your own and see what works by yourself. And like, yeah. OK, now we can lightning round. OK, yeah.

37:04What's your absolute favorite thing in your closet? Shoes, just all my shoes. Do you have a specific pair? No. No way. I love them all. You love them all? But I'm sure you have like 40 pairs of shoes. You love them all equally. Like children. Yeah. I respect that. But no, I cannot choose. OK, that's fine. I respect it. Thank you. What's your favorite restaurant in New York when you're here? Ooh. If you and I could go to dinner tonight, where would we go? I haven't been to Casino this week, so. I don't think I've been to Casino at all. Really? What's Casino? It's really cute. Okay, gotta check it out.

37:36Yeah, we'll go. If you could buy anything right now in fashion, what would you buy? I saw a great pair of Loewe shoes. They were the ones from the runway, and they look like a belt. They're so bizarre in a great way. I'll send you a photo. Izzy approved. Yeah. Is he approved? Yeah. What city are you most excited to visit in Fashion Month? Paris. What show are you most excited to see? Loewe. Oh, my God. I'm like begging. This is an ad for Loewe. No. My favorite show last season was I Love Loewe, but I also love Miu Miu. And a show that was so exciting was Mugler. Very exciting. It was crazy. I hope I get it again.

38:17Fingers crossed. Hope to see it on TikTok. Thank you for coming on the show. Thank you for having me. So much fun. We always close with one question. If you could change anything about fashion in the industry right now, what would it be? I think for it to be more inclusive, even like in an ideal world, like everything would be free and everybody could dress however they want, you know, because like it's expensive. Just everybody in Prada. Yeah. Yeah, I hear you. And runway. Boom. Perfect. Yeah. Very stylish society you're thinking of. That's my utopia. Yeah. everybody dressed in designer and everybody is happy.

38:55Perfect. Yeah. Thank you again for coming on. It was so fun. Thank you so much. I'm so happy we got to do this. Me too. I know. I feel like I've been like, I like seeing you on Instagram and I always like people who I love on Instagram. I'm like, come on the podcast. We really get to know each other. I'm so excited we did this. Thank you again. Thank you.

39:21Thank you.

39:51Please note that this episode may contain paid endorsements and advertisements for products and services. Individuals on the show may have a direct or indirect financial interest in products or services referred to in this episode.