Eight Magazine: The Instagram Issue by Eight Magazine

ISSUE 002, SPRING 2016

THE INSTAGRAM ISSUE

ALICE SHORT

ANNALEENA

@FLIGHTOFIBIS

@ANNALEENASHEM

BETH KIRBY

MAJA MALNAR

PAGE ��

PAGE �

@LOCAL_MILK

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@MAJAMALNAR

MEET THE EIGHT

REBECCA BOTIN

MARC HAYDEN

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@REBECCABOTIN

@_MARCHAYDEN

THE LITTLE DEER

SEDGE BESWICK

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@THELITTLEDEER

@SEDGEBESWICK

Stories �� The White Background Trend | �� The Power of Social Media �� The Instagram Effect | �� How to start a Fashion Blog

EDITOR’S LETTER Instagram is arguably the most popular social media platform, and one of the largest global communication networks in the world. Following our first issue, 'The Queen of Instagram' it was befitting we dedicate an issue to a powerful tool that we take for granted each day. In September, Instagram became the �nd largest social media platform, overtaking Twitter with over �� million monthly users - that's �% of the world's population taking selfies or snaps of their food! Instagram has become a massive tool for advertising; nearly every celebrity, designer or brand is on it. A single photo uploaded at the right time can reach a larger audience than a television or billboard ad - and it's free! In addition to being a powerful advertising tool, the app is also a large creative hub - yes, even regular people like you and I can use it! It has connected hundreds of thousands of artists together, and provides a platform for even the smallest artists to present their work. For myself personally, Instagram has put me in touch with so many creative people from around the globe that I wouldn't have met without it. Artists that we've featured on our website or in our previous issue were all found via Instagram. It's like we've reinvented mass communication, and we're now discovering interesting people from different parts of the world. Instagram has become a social necessity in the modern day world. In a world with countless numbers of incredibly talented people, it was difficult to choose just eight. In this issue, we've featured some amazingly creative Instagrammers that we adore. These artists are based in different parts of the world, and work in different creative fields. The common theme that connects them is Instagram, and how they've used it as a platform to present their work. - Kit To, Editor in Chief

'THE INSTAGRAM ISSUE'

ISSUE ��, SPRING ��

EDITOR IN CHIEF KIT TO EDITORS JASMIN COLES LAUREN ÇOKGÜLER WRITERS HOLLY READ SUMMER READ JULIA REBAUDO PHOTOGRAPHERS ANNALEENA JAMES GRIMSHAW MARC HAYDEN BETH KIRBY JULIA REBAUDO THE EIGHT ANNALEENA SEDGE BESWICK REBECCA BOTIN BETH KIRBY THE LITTLE DEER MARC HAYDEN MAJA MALNAR ALICE SHORT FACEBOOK FACEBOOK.COM/EIGHTMAG INSTAGRAM @EI8HTMAG

Designed in the UK, and printed by Digital Printing UK To advertise, contact Eight at: info@eightmagazine.co.uk We are constantly looking to find new, and creative artists. If you’re interested in submitting to our next issue, please visit our website and read our submissions guidelines at: www.eightmagazine.co.uk/submission.

"My work, inspired by Tim Walker's fairy tale-like imagination and the femininity of couture fashion, challenges the archetypal interpretation of beauty and evokes elements of romanticism and nihilism revealed in a whimsical, dreamlike atmosphere. I want to act as a storyteller, conceptualising the palette of imagination the moment pen touches paper. In addition to Walker, artists like Henrik Uldalen, David Downton and Mark Demsteader have influenced my technical style in figurative art. As a result, I am moving away from traditional portraiture to more illustrative pieces and concentrating on the construct of drawing, by focusing on the use of carefully articulated lines shown in a free and effortless manner." - Alice Short

ALICE SHORT @FLIGHTOFIBIS

'Audrey - Paint and Pen'

'In the Shadows - Watercolour and Acrylic'

'1950s inspired - Pastels and Pencil'

ANNALEENA @ANNALEENASHEM

In an Instagram world of white and minimalism, it can be hard to get lost and stand out from the crowd, Annaleena Karlsson is definitely standing out. Clean and simple interiors appear on many users’ feeds, labelled as inspiration or goals and we have people like interior stylist, Annaleena. Her studio, Annaleena is based in Stockholm and is centred on the Scandinavian heritage of simplistic form and light. Annaleena has designed a range of iron clothing rails, which look amazing and has stockists around the world. Annaleena’s Instagram feed, a perfectly curated sea of white walls and black tables and the occasional snowy scene is what dreams are made of. It’s hard to pin point when our love affair with minimalism started, it’s been a strong theme of Annaleena’s for as far back as I can scroll. You could get lost in Annaleena’s blog, finding DIY’s that she has created for you to copy, imagining what your future house could look like, pinning ideas to Pinterest. Annaleena’s blog tag line is, ‘I love interior, this blog is all about it’, it’s wonderful to see the inspiration that inspires the inspiration. We wanted to know move about Annaleena, her brand, Instagram, Inspiration so we got in touch and this is what she said… Can you give a brief history about yourself, and your brand? How did you get into Interior Design and Styling? Did you come from a family with an art background? "My dad was an opera singer, so creativity has always been encouraged in my family. However, it was later on, when I was grown up, that I discovered my own creative expression in interior design and design. It all started with my interior design blog, which was, and still is, like a digital creative diary to me." Where do you find inspiration behind your designs, and styling? "I find inspiration whenever I’m on the move. When I’m in creative spaces – whether it’s a city or a café." What has been your favourite design or project you’ve worked on? "Our new house has definitely been the most fun project so far. It’s the second house we’re building, so this time I’m not as anxious about all the decisions and choices." I LOVE your clothing rail designs, especially the round clothing rail - it’s super cool! Can you describe the process behind crafting some of your products, and the materials you use? "I’m glad to hear you like it! Well, all design starts with a thought of a shape, which I then discuss with my husband, who produces the first prototype. He brings the practical aspects to my aesthetical perspective. I love using raw and genuine materials, such as stone, wood and metal, which only gets more beautiful with time." What are some places with the coolest interiors that people should check out? "In Stockholm, I enjoy the area called Söder. It has a lot of creative and innovative interiors in spaces such as shops and cafes. I also love the exhibition spaces Moderna Museet and Fotografiska. I also love London, it’s like a melting pot for diversity and creativity and has several cool interiors to explore." How would you describe your style? "Minimalistic, consistent and creative." Does your fashion style reflect to your style when it comes to interior styling? "Definitely, it is pretty much the same." What is something that people should definitely have in their homes to spice it up? "My clothing rail haha! No, but seriously, I really like it myself. It is an interior detail, which I think strengthens the feeling of design in the room."

It has almost been 4 years since your first post on @annaleenashem. What are your thoughts on Instagram? And, how has Instagram changed during your time using it? "Well, my Instagram profile has developed from being a bit personal, to be entirely focusing on visual inspiration. What I like about Instagram, is that you can inspire visually in such an easy and effective way." Has Instagram had an impact on your brand, or opened any opportunities for jobs or collaborations? "It’s difficult to see the direct effect of Instagram, but surely my profile there has increased my visible presence in the interior design world." I am so in LOVE with your Instagram feed, what is your inspiration behind your photos? "Thank you so much. It’s rather simple. I see something beautiful and feel like sharing it. I guess my aesthetical preference is rather consistent, which also makes my feed consistent in its style." What’s the obsession with white?! I (along with like 99% of everyone on Instagram) am absolutely in love with white, minimalistic interiors, why do you think there’s a huge appeal to that style? "I would say that minimalism is not so much about if it’s white or not, but a style that aims for a strong, yet simple, and explicit expression. To me, minimalism is rather a mind set and an aesthetical preference where ‘less is more’." There are quite a lot of Instagrammers dedicated to white, interior photos, how do you manage to distance yourself from the crowd, and produce photos that really stand out? "I am Finnish. To stand out is in our blood, for good and bad, it’s just what we do!" What advice would you give people starting out on Instagram that are looking to post Interior design photos? "Be consistent. Find what you like, go for it and continue to go for it." Is there an exciting collection, or a collaboration you’re working on, which we should check out? "At the moment I’m designing some items for a furniture company focusing on interior in bathrooms, and if you’re looking for new bathroom details, the necessary but usually so boring ones, you should definitely keep your eyes open." Where do you hope to see yourself in the next five, or ten years? "I see myself doing what I do now, but on a larger scale. The company has grown stronger, maybe I’ve hired a few more. But I always want to keep the company based on the same values: to keep our feet on the ground but never stop aiming for the stars. To have high goals but staying down to earth."

WRITING BY JASMIN COLES | PHOTOGRAPHY BY ANNALEENA

CLOTHING RAIL , RECTANGLE BLACK

CLOTHING RAIL, OBLIQUE

@ANNALEENASHEM

ANNALEENA.SE

THE WHITE BACKGROUND TREND by Summer Read

@teastoriesblog

Why do we find white backgrounds in social media images so aesthetically pleasing? It’s no secret that a great number of successful bloggers on Instagram have this pale tone aesthetic, and some will only share their pictures if they have this white, marblelike surface as a background. A flat-lay wouldn’t be complete without one. So what is it about this colour that we find so alluring when scrolling through our feeds? Pale tones such as white, light greys or pale blues allow us to see with greater clarity what it is that the user wishes to show in their image. The contrast between the background colour and that of the object being shown is emphasised through this choice. Minimalism is also an important tool in terms of this aesthetical appeal: in the Age Of Digital Media, we are constantly being bombarded with information and images. By reducing the content of an image we grant a certain respite, which is not only refreshing but also appreciated by all those who feel overwhelmed by the sheer amount of information social media allows us to digest on a daily basis. Katharina Holler (@teastoriesblog), a model, fashion & lifestyle blogger, has a beautiful feed. With white backgrounds and clean, minimalistic images, the perfect lighting emphasising the tidiness of them. Katharina Holler speaks of this minimalistic trend and this idea of overwhelming information we are exposed to on social media platforms: “I think it’s trending to go towards minimalism again and play with little as possible. We are living in a world filled with screaming information, pictures and texts. Sometimes, less is more.”

Beth Kirby (@Local_milk), a food blogger, photographer and stylist, has an envious Instagram feed. Her feed is composed of white and grey tones that contrast with the rich colours of food ingredients, whilst also using natural light to her advantage, creating visually charming pictures. Beth Kirby thinks that the reason the colour white is so popular is because of the sense of calm it brings: “It’s clean and calm. With so much visual stimuli being thrown at us on a regular basis, white makes it easier to process that information. And personally, I just like minimalism & always have.” A number of psychologists have conducted studies on this idea that colour affects and influences our emotions and behaviour. A complicated field to delve into, but a very interesting one none the less. For instance, did you know just how much colour psychology affects our consumer profile? Next time you go shopping, take a look at the beauty aisle. Most companies use pale tints such as pinks on their packaging, which is not only strongly associated to the traditional idea of femininity, but it conveys a more peaceful and laid-back feeling. So not only do pale white tones give us a sense of peace and tranquillity, but it also looks more professional. This may be because of the marketing strategies we have become so accustomed to: white, clean backgrounds instantly communicates a sense of professionalism. High end advertising campaigns are consistent in their clean, spotless white backdrops when marketing an accessory or beauty product. Take Acne Pre S/S ��, we have grey and white tones for backdrops. The same goes for any online fashion store: all products are placed in a white surrounding.

BETH KIRBY @LOCAL_MILK

Welcome to the world of Beth Elizabeth Evelyn, a food blogger, writer, photographer, freelance stylist and all round creative wonder. If you haven’t heard of Local Milk before, then let me introduce you to a blog like no other. The Tennessee native has created a place online to share her thoughts, recipes and daily musings. She describes her website as place to;

“...find the sacred in the mundane and the beauty in daily life.” Her words captivate you, and simple things such as eating become magical and unique. Over half a million people follow her Instagram account; you only need to view it to see why. Her photographs are not just aesthetically pleasing, they are inspiring and captivating. They are an honest view of her life, not perfect, but an explosion of living, food and passion. Her blog will make you want to immerse yourself in her world, listen to what she has to say and eat what she cooks. Here, we get the chance to learn a little more about the women behind one of today’s most interesting blogs. 1. Can you give a brief history on yourself, and Local_ Milk? "I’m photographer, stylist, and cook from Tennessee. I’ve loved food, travel, & style for as long as I can remember, and Local Milk was started as a space where I could share those passions." 2. What are 3 of the best feelings in the world?

"LOVE, LOVE, LOVE" 3. What inspires you? "Memory. The unknown. Cravings. Literature, art, and music. Love."

10. Are there any pressures attached to blogging fulltime? What or who keeps you sane? "The only pressure is the pressure you put on yourself. Give yourself- - permission to say no & to ask for help. There are two ways I (theoretically) stay sane: saying no a lot & my assistant. It took me a long time to get to the place where I realized I was running a real business and that it was okay to hire someone to help. She’s amazing, and I couldn’t do what I do without her."

4. How did you get from studying philosophy to being a stylist and running a cooking blog with almost 500,000 followers on Instagram? "One day I made a decision to change directions. And I did, right there and then that day. Once I decided to start down this path, I didn’t look back and just kept my head down. The only trick is to pour all of your energy into creating the best work you can. The audience will come. I think people often put the cart before the horse and try to hustle exposure and followers when their work isn’t quite there yet. Instead, I recommend quietly plodding away creating beautiful work. The rest will just flow in a much more organic way that doesn’t involve hustle & grasping."

11. As a stylist, what are some things people can do to make their dishes stand out in photos? "Pay attention to texture, colour, and movement on the plate. You want everything to look fresh, vibrant, and appetizing. A little garnish goes a long way. But more than that, you need to pay attention to light. Use natural light unless you’re an expert at artificial light. That means 99% of people should be only shooting food in natural light with all artificial lights in the room turned off."

5. You’ve travelled a lot, where’s your favourite place in the world? "I love Japan. I’ve only been once, but it currently tops my list. It’s foreign and serene and everything I’d always hoped it would be"

13. How did you end up developing this style? And would you say having a unique style is crucial for Instagram? "I don’t look at other people’s work very much; I think this is critical to developing your own style. I strive to listen to my own eye, and I strive to evolve constantly according to my own internal leanings. I think having a unique style is crucial to anything you ever do. When you’re unique you can always be imitated, but you can’t be duplicated."

6. What made you start the Local_Milk brand? "I was so inspired by all the local produce around me, that I wanted to create a brand that paid homage to that. The name “Local Milk” is a metaphor for being present (local) & finding sustenance (milk) wherever you are." 7. What’s your favourite thing to cook? "I’m southern. I love baking biscuits; it’s in my DNA." 8. What are you go-to flavours? "I have an ever rotating carousel of flavours that inspire me. Right now it’s miso, kombu, sumac, z’atar, buttermilk, sorghum, and ginger." 9. Do you have any advice for people who feel they don’t have the time to cook an amazing meal everyday? "Yes. Redefine what an amazing meal is and you’ll find you have more time. A fried farm egg, wilted greens with a squeeze of lemon and pinch of salt, and a piece of toasted sour dough from a local bakery is an amazing meal in my book. And at the end of the day if you don’t even have it in yourself to do that, don’t worry about it. I keep cans of Annie’s Bernie O’s

(basically the organic form of Spaghettios) on hand for nights when I’m bone tired. It’s my guilty pleasure comfort food. The truth is, you don’t need to eat or cook an amazing meal every day. Do what you can and don’t sweat the rest."

12. You have a pretty unique style on your Instagram, how would you describe it? "Grey. Southern wabi-sabi."

14. Do you have a process before posting a photo? Are there any colours you avoid/look for? "I don’t do warm colours, generally speaking. But there are no rules. Reds, oranges, yellows, and bright pinks aren’t my style. I love them, but they aren’t my style." 15. How important is Instagram to your brand? "Instagram is currently such a vibrant community of creatives, a place to connect & meet like minded colleagues as well as a place to share with an engaged audience. As such, it’s a vital part." 16. Was it difficult to build such a strong following on Instagram? "I never thought about building a strong following. I just thought about having the most beautiful photos & feed I could and creating something that I’m proud of. So, it didn’t feel difficult but that was never my focus. My focus has been and always will be simple creating beautiful things."

PHOTOGRAPHY BY BETH KIRBY, WRITING BY LAUREN ÇOKGÜLER

Where do you hope to see yourself in the next 5 or 10 years?

"My future telling abilities aren’t really very strong. Who knows where I’ll be then. But yes, if I can ever settle down long enough, I plan to write a book. Have planned to for years. But I just don’t see any reason to rush in to it."

What's your secret to building an Instagram following?

"Create beautiful, consistent work that doesnâ&#x20AC;&#x2122;t mimic anyone else."

SEDGE BESWICK @SEDGEBESWICK

Somewhere in North London, Sedge Beswick is posting a photo on Instagram, or tweeting a tweet that you would have seen. Sedge is the Global Senior Social Media Community Manager for ASOS - that's right, ASOS. We spoke to Sedge to find out more about her role as a Social Media Community Manager, and to get her thoughts on Instagram and all things Social. Tell us a little bit about you… "I’m Sedge and I am the global senior social media community manager at ASOS, (world’s longest title!), and basically what that means is that I look after each of ASOS’s 22 social platforms, and look after the community propositions and looking after our biggest brand advocates and influencers across the board. On a side note to that I was at Red Bull and 3 UK before that. I run a business called SRSLY Social, which around the terms that are trending on social and getting them onto T-shirts as quickly as possible, which I do with a girl, called Lou. Outside of that, I lecture at universities about social media, mentor at a couple things like Seed Camp and Fashion Decoded. I'm a bit of an all round social geek." Tell us a little bit about SRSLY Social… "SRSLY Social has been up and running now for 3 months. One of our lines, ‘Duck Off’, sold out in 24 hours. It's all around finding the things that 20-somethings are saying across social [media] and getting it onto a product as quickly as we possibly can. I do it with Lou, we’ve got I think 11 thousand Instagram followers now which we got to about a month ago." Were you always a social media genius? "Genius is probably a strong term. I kind of got into social media a bit by accident. When I was in my second year at uni, social media wasn’t really a thing - I'm showing my age! I entered a competition and I had a week to get as many people into a Facebook page as I could. And if I won, I got £25,000 to throw a party. I came second and I got 8000 people in a week onto that Facebook page. The agency that was running it offered me a job immediately, but my dad would not allow it. I had one year left at uni and I had to finish it. When I graduated, the company 3 gave me a call and told me to come in for an interview and they were literally just launching a social team. Prior to that, I was blogging. I have always been very much into the networking side of life before I realised it could be a job and everyone still thinks that I just sit of Twitter, replying to customers all day which, I definitely don’t do." So what’s a day in the life of Sedge Beswick? "It’s pretty mental; I think living in London means you have quite a hectic schedule anyway. Usually the first thing I do after getting up is checking the orders that we’ve had in from SRSLY Social, and making sure everything that we got in from the day before is packaged up and ready to go. There’s no such thing as a regular day at ASOS, it’s always quite manic but, in a really good way and everyone is really supportive and really collaborative. There’s always something fun on the agenda. Around Christmas time, there’s always a cocktail going somewhere. And then I usually have

something on in the evenings whether that’s going to meet people in the industry or going to meet friends and then getting home and packaging up orders. So I don’t need to do it all in the morning when I’m slightly hung-over." How would you describe your fashion style? "Black. Everything I wear tends to be black or Nike. I have about 260 pairs of Nike trainers; I have an amazing shoe wall in my house that I just love. So that’s where my salary goes." Would you say your wardrobe is influenced by the accounts you follow on Instagram? "Yeah! I’m really bad and I’m a sucker for all of the marketing ways through social without really wanting to be. I follow quite a few people that are similar to my look and feel and anything that they post that I like; I tend to just go and buy it straight away. I’m obsessed with 'Fashion Grunge'; it’s one of my favourite Instagram accounts. It's how I found out about Michael Levin who is my favourite photographer and there are a few others like India Rose, those guys, whenever I see one of those guys post anything I always go and make some ridiculous purchase. 'Sneaker News' is a big one; I’m always trying to make sure I have the most up to date Nikes that I can have." A lot of people are making money from endorsements on Instagram, and other social media. Should we all quit our day jobs and make a living from blogging? "This is probably not the best thing to say, but I don’t think everyone can do it and I think you really have to be the type of person that understands, gets and is invested in social. One of the big things people miss is that it is hard graft and it is 24/7. The people who are absolutely killing it like the Sarah Ashcroft’s, the GLook’s of this world, they’ve got an amazing following, they’ve got a brilliant community and obviously, they’re being paid for those endorsements. But what people don’t see behind the scenes is them investing the time into taking care and curating the best possible feeds and that’s why people do follow them and do listen to what they say. For a peoples' point of view it’s a lot more authentic, genuine, accurate, and relevant to follow those people rather than listening to what a brand says and what a brand is posting and I think all of them are quite savvy as well. I think there’s a tipping point when your starting out and someone offers you money on Instagram; you'd just take it because you think it’s the right thing to do and actually the more into that career you get, you start to realise that it has to be what you believe in otherwise people know immediately that it’s an ad and they will switch off or the worst case scenario, they’ll unfollow you and then you start to lose your base. I do think that the guys that get there are true to who they are and that’s why brands want to work with them and why they have the power to say no."

What are your thoughts on Social Media obsessions? "Everyone here and all of my friends definitely have that social obsession, we’ve got a big team of people who are crazy about social media and especially Instagram at the moment so there’s this constant competition going on about building the following and seeing who gets that next milestone, it’s great. It keeps people competitive and gamification in the real world as well as the online world. I obviously can’t not love it, given what I do; I am just as bad as all of them."

when you can grab their attention. Lunchtime when people are skiving and they’ve had enough of real people and just want to see the internet. Also, that evening slot, like 10-11PM when everyone likes to say they'll go to bed at 10 but actually just wastes an hour of their life just liking pretty pictures."

How often do you check your Instagram everyday? "Oh god, there’s an amazing stat that says the average 20 something checks their phone 150 times a day and once I read that, I was really conscious about the amount of times I check my phone. I think reach that number on Instagram alone every day. My excuse is that there are 22 official ASOS accounts and I’m constantly going in and making sure they’re okay but I definitely do it when I don’t need to as well."

Can you tell us about your book, '�� Ultimate Twitter LOLs'? "So, I have been lecturing at uni for about 3 years and one of the big bits of feedback that I get was around me having a dry sense of humour and people found it easier to maintain what I was saying rather than a traditionally lecture. A lot of the questions I kept getting were around how do you go from being someone at uni or at school who likes to go out and party with their friends to someone who all of a sudden has a job and you’re supposed to have these accounts that show you as 100% employable. So my book is focused on people who are about to get into their careers and might’ve been student previously or done gap years and had a bit of a party life. As there are �� characters in a tweet, I’ve pulled out the �� biggest characters and what they have done on social, Twitter specifically that has made them stand out and build up a base and put a tip on the write up of each of the accounts that says what that lesson is for that person who’s at that tipping point in their career."

Would you say that Instagram is crucial for companies in this day and age? "No, it depends on the brand that you’ve got but you’ve also got to beware [who] your audience are. As important as it is for SRSLY Social (that’s invested in social) or ASOS, there are brands for example, sanitary products where you wouldn’t want to follow them on social and seeing an update from them is not going to impact your customers buying decision. Yes, it acts as a bit of an awareness but there are brands that jump in and have an account for the sake of having an account, you also have to be willing to have the team and the resource to invest to create the best type of content." If you had to start a fresh new Instagram tomorrow, what are the steps you would take? "So I launched SRSLY Social’s about 3 months ago. First off, it is the most depressing thing to launch a new Instagram and start from 0 and you just feel like you’ve failed even though you haven’t even started. I’ve said it throughout; the big thing for me is about taking the time and investing in it. For me, starting a new Instagram, it’s about maintaining the frequency and always trying to do 2-3 posts a day, thinking about your audience and what they’re doing, so times when they’re commuting or when they have an afternoon lull or when they’re in bed pretending that they’re going to get an early nights sleep and then somehow you spend an hour scrolling through Instagram images, it’s about finding the key time to post and making sure that you are constantly keeping that account updated. There’s nothing worse than launching an account and people know about it and then its redundant and people haven’t been updated for 4, 5 or 6 weeks. So it’s about giving the love and attention you would a pet or a child, that’s how I see my world, says the person with no children and no animals. Really identify what your aesthetic is and stay true to that the entire way through." Can you let us in on some secrets about Instagram? "For me it’s all around thinking about your audience and what their behaviours are. The obvious tip is to post in the morning, when they're on the bus, or if they’re even younger and their mum is driving them to school, that’s the time

What’s your favourite filter? "I am obsessed with Juno. Prior to that was lo-fi. I don’t like a border though."

Which Instagram accounts are you currently obsessed with? "An ASOS one that I love is @asseenonme and it’s all around user generated content and surfacing the best of our customers' content and just making sure that those guys are getting the support and the attention and love that they need from ASOS. Oh my God! I’m obsessed with this girl, called @thecollecteur. Previous to her launching on Instagram, my whole thing was that it had to be very lo-fi, it had to be there and then, just trying to fit in with the whole, Instagram, instant vibe but actually the way that she creates her imagery and puts everything together is phenomenal. I think she’s got a really strong account. Then we have @Nikewomen, I follow like 5000 Nike accounts. @Nikelondon is amazing. And then stuff like @lottiemf, @thesartorialist, @indiaroseco I think is brilliant, @alexcloset who’s French. Again bias but @ asos_ashley, a guy who is killing it style wise and he’s sneaker head, always gets a good like. @skinnydiplondon with all their novelty, it’s just very internet of now." Do you have any advice for our younger readers that are obsessed with social media right now? "I would always say; stay obsessed, look at the platform that is more relevant to you and your interests. Show that you can invest the time and keep it up to date and create and curate it the way that a brand would - treat yourself as a brand and be invested in it. When you go in for that interview you will be able to talk about it without realising that you can. In social, people want to be able to know, that you are dedicated to that feed that you’ve built up."

THE POWER OF SOCIAL MEDIA by Holly Read

A lot of people still roll their eyes when they hear talk about Social Media. When confronted with the question “Why don’t you have an Instagram?”, many would argue that it’s because it’s simply a means of boosting your ego, a popularity contest, just a staged version of someone’s life. The idea that it doesn’t represent the reality of life. Yes, there are Instagram users who are committed to posting only their best selfies (which, in my opinion, isn’t always a bad thing), and accounts used to promote consumer goods and certain lifestyles... Yet, if you do pay attention, there’s an undeniable truth within these posts: social media has given power to the people. Yes, it is strongly monitored; Instagram police are quick to remove any content they deem ‘inappropriate’. But it does give the user a certain amount of freedom of expression. It allows us to connect with people with similar interests and goals, it can inspire us. There is a negative side of course; with so many accounts romanticising mental illness, or posting hurtful comments, it is debated how well Instagram can cope with such problems. Nevertheless, the immense popularity of Instagram gives users an opportunity to share their thoughts and ideas on a massive platform, it’s a great way to grow your company and to get noticed, but most importantly, a smart way to inform yourself of certain events and movements that aren’t presented on the news. Over the past few years, people have used social media to their advantage, as a tool to inform people of political and social events which don’t get media coverage. Through the use of hashtags, users are able to share information and news of ongoing protests or movements from the very people who experience them. Some hashtags over the past few years highlight the important social movements happening in the world: The #IceBucketChallenge became a huge phenomenon in the summer of ��. It helped spread the word and educate people about the disease Amyotrophic Lateral Sclerosis (ALS) and encouraged them to donate funds for research. The challenge soon went viral, with the participation of well-known actors and singers among other celebrities who would then post their challenge on social media platforms such as Instagram or Facebook, urging people to donate. This challenge was criticised by many for multiple reasons, often being labelled as a trend: many didn’t mention anything about donating to organisations. #BlackLivesMatter, this hashtag focuses on one of the darkest realities in our society: the murder of people of colour. This is huge in the United States, with new names and pictures of victims accompanied by the hashtag emerging almost every week on social media websites, posted by their loved ones or by members of the community in order to reveal the social injustice and brutal acts committed by citizens

and the police. Many of these shootings don’t get any media coverage, but the hashtags used on Instagram and Twitter will allow anyone to look up the recent events. They will also be used in many cases to pressure organisations and the government to act. #YesAllWomen: emerging in �� following the Isla Vista killings, this hashtag urged people to share their daily experiences with sexism and misogyny on a huge platform. Many used it in response to the hashtag #NotAllMen: Yes, not all men are sexist, but all women are affected by sexism. Within one week of its creation, millions of people had shared their experiences on social media, leading to huge discussions on the matter on platforms such as Twitter and Instagram. The popularity of the hashtag soon caught the attention of others, influencing them to talk about their experiences all the while exposing the disturbing truth: sexism and misogyny is so strongly present in our society. We’ve seen the effects individuals can have on social media, but we don’t always talk about how social media affects the people. Instagram model Essena O’Neill quit social media in October, renaming her profile “Social Media is Not Real Life”: Essena denounced the negative side of Instagram by replacing the captions on her pictures with the actual, often somber stories behind them. This story highlights the impact social media can have on people’s lives, especially for youth who are the most likely to be influenced by such pictures, which, in many cases represent the impossible standards expected in our society. Instagram has it’s perks, but we can’t deny the fact that so many popular Instagram pictures are ‘staged’ and ‘performed’. These pictures are often the result of �� takes with different angles and lighting, editing apps and filters. The problem with social media is that it’s so easy to dupe people into believing that what they are seeing is real. Not only can it frame your outlook on certain events, it can damage your attitude towards your own personal image. We all feel great when our selfie gets a good bunch of likes right? But when it doesn’t, we feel down. We may even feel the urge to remove it. This simple fact reveals the issue of self-worth in a time where everything is so criticised. When our ideas of worth and value are determined by the number of likes on a picture, how can we feel good about our bodies and our image? Confidence is vital in life and social media can substantially damage it. There is a bright side, though. With more and more users and popular figures expressing their thoughts on social media, not only about the platform in general but also about the commercialisation of social media, and the issues it generates, more and more people are becoming aware of the fact that social media can be used not only as a tool for good, but also as a way of shaping news in a particular way.

WRITING AND PHOTOGRAPHY BY KIT TO

THE LITTLE DEER @THELITTLEDEER

Jade Golding (@jadegolding) is the director and founder of Brighton based boutique, 'The Little Deer'. The cute boutique was founded five years ago. It has a beautifully curated vintage collection, and a wide range of independently made goods and clothing. The Little Deer currently stocks from over �� independent artists from around the United Kingdom, like Brighton Lace, Megan Clarke, Rebecca Gladstone Jewellery, and many many more! Almost every item in The Little Deer inventory oozes a fun, hip and vibrant vibe - much like its Instagram account that is filled with beautiful pastel colours! I got the opportunity to talk to Jade about The Little Deer and its featured artists, and to find out what they have in store for ��... Tell us a little about yourself, and The Little Deer: "Hello! I'm Jade, I've lived in Brighton now for � years and I set The Little Deer up about � years ago during my time at Plymouth University studying Design: Photography." What was the inspiration behind starting The Little Deer? "Having worked for mens street wear store 'Urban Industry' in Eastbourne from when I was ��, and watching it grow from a tiny independent shop to a huge warehouse with an incredible online presence I knew I wanted to work on a similar project myself. I left Urban Industry to move away to university and during the second year of my Design: Photography degree I decided to set up an online shop selling a mix of vintage and independently designed clothing. I started the shop with five products and showered with time and a lot of love it grew from there really!" How would you describe your personal style? "I like to appear effortless but graceful with my style. My downfall is that I find it very hard to wear patterns and I tend to gravitate towards black a lot. Maybe my New Year's Resolution should be to wear more colour! Basically my wardrobe includes a lot of neutral colours, chunky platforms and crop tops!" How would you describe The Little Deer’s style? "The Little Deer's style is modest, effortless but graceful and well thought out. Little Deer also has an additional injection of fun though, and I think that's really important. I've been told the website has a pastel colour palette but that's unintentional!" I noticed you photographed some of The Little Deer’s look books, is photography something you’re passionate about? "Without a doubt. I miss having the time to be experimental with photography like when I was-

-studying but I am pleased I get to be creative and shoot for Little Deer. I also really enjoy collaborating with other photographers. Our recent AW�� Lookbook was shot by an old friend of mine, Dale Weeks and I was so grateful to work alongside such a talented photographer. I'm always looking out for new and interesting people to collaborate with. It so great when a team works well together and everyone is pleased with the outcome." Can you talk about your role at The Little Deer? "The business hasn't grown enough yet for me to employ anyone else so my role at the Little Deer involves everything from packing orders to photography to social media promotions to standing at fairs all say in the freezing cold! I do love every part of the Little Deer but I hope to be in a position by the end of �� to be able to employ someone to help me a little. The jobs I enjoy most are the creative ones such as designing the web artwork and photography." The Little Deer features a wide range of independent artists and designers, what would you say you look for when searching for designers to stock? "I always look for designers who have a solid brand image and who are obviously looking to grow and develop what they do. I look for products that I personally love but will also transfer well to the Little Deer customer." Once we have a brand on board it's very important to me to have a close working relationship with them. I have become good friends with many of the Little Deer brands (Laura Ralph, Brighton Lace, Desire Lines) and I believe this leads to much more success for both parties." If you were to describe your collective of designers in two words, what would it be?

"Fresh, and Aspirational"

THE LITTLE DEER A/W�� PHOTOGRAPHY BY DALE WEEKS

There are some necklaces made by The Little Deer, can you talk a bit about this line? Who was behind the designs and what inspired it? "Our line of necklaces are simple natural stone pieces. I source the stones from all over the world and then match them with chains and metals that I think best suit the stone. I also make the copper pipe products on the website (candle holders, clothing rail and magazine/vinyl rack) These pieces were designed by me after I needed some effective clothing display (rather than the standard black/metal rails) trading at Secret Garden Party Festival this year. I originally designed and made the clothing rail for the festival but decided to develop the range and offer them for sale on the website. The response has been incredible and I am currently planning some new exciting designs for ��." Should we expect to see more pieces from The Little Deer? Are there any plans to collaborate with a designer on a clothing line for The Little Deer? "We love collaborating with our designers! �� saw two exclusive collaborations with Brighton Lace lingerie brand, a ceramic collaboration with Megan Clarke in December and we have a bra designed exclusively for us by Greek Violet coming very soon. Collaborating with designers not only means that The Little Deer customer is getting an exclusive limited edition piece but it also helps build a strong relationship between The Little Deer and the designer." What are some must-have pieces from The Little Deer? "Of course our fore mentioned copper clothing rail designed and made by The Little Deer. I also love the range of denim we currently have on the website, with this lovely A line Midi skirt being my favourite." I am so in love with the range of plant pots on your site by designers Megan Clarke, and This Way To The Circus, what are some ways people could spice up their homes, and even their plant-life? "Thank you. Lovely aren't they! The hanging planters by Megan Clarke are an lovely way to transform a room and are excellent for small spaces as they don't take up any shelf or floor space. Everyone has gone mad for succulents at the moment but we also recommend growing herbs and chilli plants in our plant pots. That way you bring a little greenery to your home that can also spice up your cooking!"

Which designers are you in love with at the moment? "We are so pleased to have recently welcomed Brighton brand Desire Lines to the website this winter. They specialise in ethical clothing and source organic fabrics and bamboo silks from a fair trade company in Kerala. An absolutely gorgeous brand run by a really lovely couple." Your Instagram oozes a cute, fun, and creative aura! Can you talk briefly about your Instagram? "Thank you! Instagram is my favourite social media platform to use due to it's highly visual aspect. I feel that, with Instagram, I can show my customers the inspiration behind Little Deer and create a lifestyle feel to the shop. I find it easy to use and great for finding inspiration for styling and photo shoots. I try to post daily to our feed to keep it looking fresh and up to date." Who manages it? And what inspires you to take such cute and creative photos? What’s the process behind taking photos and uploading them to Instagram? "I take all the photos myself, I try to keep a mix of different products and photo styles on Instagram to keep it interesting. It's important to me that people get a real feel of what The Little Deer is about from our social media." You’re currently trading in Netil Market, are there any plans to open up shop in the future? "As much as I would absolutely love to have a physical shop at this stage the website is the priority." Where do you hope to see yourself and The Little Deer in the next five or ten years?

"In five years I would love to have a small team of people working at The Little Deer in a small office space. We will listen to good music all day and I would love the office to be a free creative space for ideas to flow and everyone to work together on projects for Little Deer. It would be fab to have a proper studio space for the photography also. I see Little Deer transforming quite a bit in the next five years and I am so excited to see what the future brings for the business!"

THELITTLEDEER.CO.UK

MARC HAYDEN @_MARCHAYDEN

WRITING BY KIT TO | PHOTOGRAPHY BY JAMES GRIMSHAW

Model: Louise Cliffe

Marc Hayden is one of the hottest fashion photographers in London right now - hands down. I came across Marc's work a few years ago, when he was still on ModelMayhem. Now Marc shoots with several of the top model agencies in London like Storm, Premier, Select, Wilhelmina, and so many others. It's difficult to describe Marc's style of photography, because it's so unique. My best attempt at describing it is, his photography transforms models into stunning works of art - this probably because of his art background. There's a touch of a retro element in his photos that makes them ever so appealing! I got the chance to finally meet Marc in person, and he had so much to talk about with photography and Instagram! Can you tell us a little bit about yourself? "I’m ��, and I only got into photography a year and a half ago. I went to art school, and at university I studied graphics, and before that, I studied fine art. But I didn’t touch a camera until 3 or 4 years ago. It was only when I started using Instagram that I kinda knew I was going to be good with a camera, bizarrely, as I knew how to compose and frame photos. So it wasn’t until Instagram came out and I had a camera on me the whole time that I was able to get into making images. I wasn’t shooting fashion originally, I was shooting street scenes and stuff like that." How would you describe your style of photography? "I would say it’s like fine-art-beauty-photography. Because of my fine art background, I try to treat all my photos like they were paintings. I won’t put something out until it’s perfectly framed, finished and I'm happy with every aspect of it. Yep - I’d say it’s fine art/beauty." Which photographers or artists inspire you? "It’s mainly artists that inspire me, because when I was in school studying art I wasn’t looking at photographers. All the cubists - I was really into Cubism and Pop Art. Pop Art more for the colours and the graphic element. Cubism for the figurative paintings, like Picasso and Juan Gris. In terms of photographers... It’s mostly my peers. People that are in the same network as me. It’s people I found on Instagram people who are amazing photographers, there’s a guy called Tom Mitchell - who does a lot of stuff with Premier Models Agency, his stuff is amazing. Darren Black is very good. There’s a guy called Kesler Tran, his stuff is also great, and he’s lucky, because he lives in America so he has the light out there! I have to struggle with this grey drizzle! I’m doing a natural light shoot today….but I’ll make do haha." You frequently work with a lot of models and agencies, what is a day in the life of Marc Hayden? "Every day is different. It will range from personal admin stuff, so I’ll be answering emails first thing in the morning, finishing edits - sending edits out, arranging shoots and if I have a shoot that day, I need to plan my kit out, where I’m going, who I’m doing it with and how I’m going to get there. In an average week, I am pretty much shooting every day. I’ll go meet the model, and work out what we’re going to shoot. Do the shoot, and maybe do another shoot after that - sometimes I do two in a day, and then it’s editing. 40% of my day is shooting, ��% is editing, and the rest is admin. But it varies every day. Sometimes I might be shooting the whole day or I might be spending the whole day editing. Each day is different."

What’s life like on the set of a Marc Hayden shoot? "It’s chilled. Sometimes I rock up to an editorial, and I’ve just got a camera with me. People find that a bit strange, people like to see massive lights, and reflectors. It’s a bit daunting when people see me turning up and taking pictures. But it’s chilled, I let people get on with it. The biggest thing that happens on set is when the model is getting ready for the next look - they’re redoing hair and make up, so you just let people get on with it. I might do some editing whilst they’re getting ready for the next look. There’s no stress, I’m pretty quick at shooting as well. " You shoot in some unusual locations, like supermarkets, cafes, and even laundrettes- do you ever get in trouble? "I’ve been asked to leave in supermarkets - they get funny about it. Especially the big names, and any chain supermarkets. We got kicked out of Waitrose, and Asda moved us on as well. Small cafes they’d usually ask what it’s for, but a small cafe like this I might not ask because it’s really busy. It’s usually just me and a model, just two people - I’m not taking over the whole cafe so a lot of the time I just get on with it and they seem to be okay with it." What would you consider to be the most vital thing about a photo? "Uhm... Oh gosh. Everything is important, there’s no one thing that’s the most important. Colour is important, so is composition, framing, subject. Yeah, I can’t pick one thing. If a photo speaks to me then that’s the one. What I do is, I’ll do a load of edits, and then look back over them, and whichever one says “That’s the One” that’s the one I’ll pick. There’s not one aspect of a photo, if it feels right you’ll know it." What advice would you give to photographers that are looking to start working with agencies? "Hahaha, I’ve had some interesting experiences with agencies recently. Be patient. You have to be patient. It took me a long time to get in with the decent agencies….you build up trust, and slowly the hard work pays off." What’s in your camera bag today? Today, there’s not much. I’ve got my Canon �D, a speedlite - I’ve only just started using my flash recently. I don’t really use it that much. I’ve also got a Sigma ��mm �.� ART, which is amazing! I’ve gotten so used to using it now, it doesn’t leave my camera. And I’ve also got batteries, memory cards, and that’s it. Usually I do take lights, but when I’m travelling around - today I’ve got a shoot at a hotel, I don’t want to be lugging really lots of lights around and then when you start using studio lighting it has to be really well done, and particular. I don’t have lots of space, because it’s a small hotel room. So I’m just using my flashgun and a window."

Model: Bridie Morris

ANDROMEDA//DECOMPRESSION "This series was with an artist called Claire Luxton - I just found her on Instagram and loved her work. I said, “Do you want to do something together?” and she was like cool! We bounced some ideas, and it gelled together really quickly. I come from a fine art background so it sort of made working with her easier. I just wanted to use bright colours and quite close beauty detail. She was like cool, I went around to hers and the whole thing took about �� minutes. We were chatting for a little bit, we had a pane of glass, she had a load of paints and because she’s quite good at performative art, it came together really easily. As Claire is an artist, she wasn’t worried about how she looked, but only how the art was looking, which is the great thing about working with artists."

Model: Claire Luxton

Which photo are you most proud of?

"It’s a Chloe Lloyd picture, she has a harrier jump jet behind her. I choose that picture, because no one could work out how I did it, and it was cracking me up as people were like ‘How did they fly the plane so close to her?!' It was actually shot in an RAF museum, and I stood underneath the plane, and shot up at her so you couldn’t see all the people around her. I have a BTS shot where I’ve levelled the camera and you can see a bunch of people staring at planes."

Model: Chloe Lloyd, MUA: Abbi Rose, Hair: Kasia Fortuna, Jumpsuit by Onepiece

What’s your dream shoot? Any model, brand and location of your choosing. "I like a lot of the street brands, I really want to shoot for Stüssy, because I’ve worn their stuff since I was a kid. I would love to shoot for people like Tommy Hilfiger, Calvin Klein, All Saints all the big brands because they produce such great campaigns. In terms of models, they just have to be a good model. I don’t really know who the supermodels are so I can’t really pick a name. I just shoot great models, who approach me, or I go to them. It’s as simple as that. There’s no one in particular. Location... America because of the light, and I want to shoot in diners and stuff. It kills me that there’s nothing like that here. I’ve shot in diners in London, but it’s not the same. The lighting is not the same. I really want to go to LA, shoot by the beach and the inner city. All the shops there are great. I think you can shoot anywhere in LA and it’ll look great. Whereas over here... London has its own character, but LA would be the dream location for me." How long have you been on Instagram? "� or � years." How has Instagram changed since you’ve first joined it? Would you say Instagram is a necessary platform for photographers? "It’s pretty key for me, at the moment, and It’s definitely vital for some photographers. There are guys out there who are already established and don’t need it. I read interviews with photographers all the time, some don’t care about it or even want to use it. They use it because they have to use it. It’s become a thing now. If you’re not on Instagram it’s a bit strange. There’s two different types of photographers, there are people who were big before it came out - they don’t need it or even like it. And there’s the guys, like me who use it every day. It’s a great way to find other creatives, check out new models, follow photographers and even brands! When I first started using it there weren’t many brands using it. And now, some brands have like five different accounts on Instagram. They’re pushing it so much, it’s crazy. It’s changing." For the better? "Yes and no. It’s like when people started making music at home, there were people that suddenly thought that they’re amazing producers. It’s created a lot more noise. There’s still quality content there, but it’s all just more accessible. It is harder to find the good stuff, but I think that the good creative people will come through at the end of the day. People know what’s good. If you’re running a magazine or you have a brand, you see enough photographers to know who’s good and who isn’t, and you find the good stuff. It just takes more time." Who are your favourite Instagrammers? "Tom Mitchell (@tommitchellphoto), Kesler Tran (@keslertran), All Saints (@allsaintslive), Select Models (@selectmodelmgmt), Models 1 (@models_1uk), and my pal Gus (@theboygeniuz) he’s a good friend of mine and deserves some props." What’s your biggest pet peeve about Instagram? "Oh gosh. It’s the blatant branding. Obviously if you’re shooting a Nike ad, you’re wearing Nike trainers. It’s the watches, and the tea - the slimming tea thing. It’s just not my thing, it’s not about the photograph at all." There’s this trend on Instagram for white minimalistic photos, why do you think this appeals to people so much? Should we all follow the trend or break out from it? "I think people like it, because the colour and the grading is really nice. I see a lot of bloggers using that colour scheme, it’s-

-appealing to the eye. I’m not a massive fan of it, but I wouldn’t say I don’t like it. But you’re in danger of looking like other accounts it’s hard to differentiate. People say to me I’ve got a unique style, and I like that my photography is separate to other peoples’. Just be careful you don’t end up looking like everyone else. It might end up becoming the norm soon. Even if it does, be yourself. There were times when I saw other peoples’ photos and thought I should try that, but it’s not the way to go. Push yourself, but don’t try and become like someone else." What’s your guilty pleasure? Any TV shows you’re watching at the moment? "I watch TV sometimes if my wife puts it on, but I’m working ��/�. The Walking Dead, Game of Thrones all the big shows, because my wife watches that. Oh TOWIE and Made in Chelsea as well. Anything rubbish that my wife watches." What does �� have in store for you? "Hopefully shooting with bigger brands, more models, and bigger opportunities. I could never had predicted that I’d be doing this a year ago. I just gotta keep working as hard as I can and see what happens." Any plans on moving to LA? "No... But I’m going to Cape Town in January for holiday so I’ll be shooting out there. I want to go to LA for a week of photography, but I don’t think I’d move there unless a massive job opportunity came up. I’ve got to think about my wife as well. I’d move there in a drop of a hat if something big came up. It would have to be something concrete for me to up and move there. But 2016, more of the same stuff but bigger, and keep pushing myself as hard as I can." Do you have any final words of advice to photographers out there? "Just be prepared to work really hard. It’s one of the hardest industry to get into. Fashion, makeup and hair, any creative industry with a lot of competition, it’s really hard to get into. Everything you think you’re going to get, you actually have to give it up. I do stuff with Virgin Media, and I get to listen to a lot of entrepreneurs talk about chasing their dreams and what they had to give up to do it. You give up all the things you want, like freedom, money. My social life is pretty much non existent. I used to work for Apple’s advertising agency, and I was on a really great salary; It was a very regular, safe job. I had money and it was cool, and then I went to being freelance. The first half a year was really tough. You’re scrabbling around for anything you can get. That’s when you realise how hard it is to break into an industry like this, especially fashion photography. It’s a ��/� job, and you’re lucky you can enjoy the job. I sometimes have to stop myself to appreciate what I’ve achieved, and that I can do it and make a living out of it. I’m so grateful for that. It’s very tough. It doesn’t happen overnight, you have to grind and hustle every day. Hopefully one day I’ll get representation but until that time I’ve got to keep looking around for clients and stuff." Are you looking for an agency to represent you at the moment? "I don’t have the time to look for agents right now, but I do need to do it though. I need to sit down and do some research, and get in touch with them. I guess it’s good that I’m busy. It would be nice to get representation and it might help my workflow. It’ll come. It’s just a whirlwind at the moment,

I don’t know what’s next. It’s so rewarding. If you love what you do, it’s a blessing."

MARCHAYDEN.CO.UK

Model: Tessa Maye

PEOPLE YOU SHOULD BE FOLLOWING: THE DENIM QUEENS

KELLY HARRINGTON, (@KELLOUHAR)

SENIOR PRINT DESIGNER (H&M)

AMY LEVERTON, (@DENIMDUDES)

AUTHOR OF DENIM DUDES

THE INSTAGRAM EFFECT By Lauren Çokgüler

I’m sat watching Don Draper in all his glory, ��s New York. Ad men desperately trying to create the next new ‘big thing’, something to create a sensation, to persuade hundreds of thousands of people to buy ‘that’ product. Fast forward to �� where all you need is a mobile phone and picture of an artistically placed cup of coffee. In just five short years, Instagram has changed the mechanics of advertising as we know it, and nowhere has it been more prominent, than in the fashion industry. The free app that has made us all in into amateur photographers can make or break a brand, and although it has undoubtedly made men like Don Draper extinct, it has created new jobs, new opportunities and a new way of life. The impact on the fashion industry In ��, the Council of Fashion Designers of America cemented Instagram’s importance in the fashion industry, by awarding the app their prestigious media award. The award is normally presented to a designer or photographer, so you can imagine the upset it caused with the old school side of the industry. But you can’t argue with statistics; at the �� London Fashion Week, over ��,�� pictures were shared on Instagram during the live shows. That’s an astounding ��% increase from just one year before. It’s now a usual sight to see editors, celebrities and bloggers with their mobiles out during the shows, something that just a few years ago would have been seen as a major social no no. Designers, brands and major magazines such a Vogue and Elle, have embraced the use of Instagram to not just advertise their products, but to ultimately sell a lifestyle. Everyone wants to create an aesthetically pleasing feed, with ‘Instagram worthy’ pictures. British Vogue has over 1 million followers, with each picture regularly gaining 10 thousand likes. It is now just as important, if not more so, for a brand or designer to be featured on their Instagram feed than in their actual magazine. It can also give us ‘normal folk’ an insight (and let’s face it, a nosey) behind the scenes at these major players in the industry. We want to know what they wear, where they eat and even what coffee the drink. It lets us be a part of the action; we no longer have to wait to see the latest fashion shows online, after they have happened, we can now see the models before they walk the runway. This has made it easier for the editors too, with many saying they no longer have to rush between important shows, they can see all they want on social media. Creation of new job roles Cutting out the middle man could be seen as eradicating a whole genre of jobs in the fashion industry. In fact, it’s done exactly the opposite. There is a now new generation of ‘ad men’ and they are all experts in social media, viral trends and what’s on ‘fleek’ (yes, I said it). Their role is to exclusively run a brands social media, including Instagram, Twitter and Facebook. Sounds like an easy job, but trying to build followers, gain likes and to reach out and appeal to different types of people is extremely difficult. They have to constantly update and evolve with the times, know what is trending and be aware of all the current news and celebrity gossip. A simple picture of Gigi Hadid can gain or lose followers depending on the day. I’m aware it all sounds rather superficial, but when you see the figures surrounding the effect on sales gained from Instagram, it’s astounding. The impact of traffic directed from one picture on the app, is up to ��% times more effective than a Tweet or Facebook post. Studies show that due to the super visual aspect of Instagram, it captures our attention in a way �� characters simply can’t. A quick shot of blossom, a sunset or even a puppy can create more sales than a well thought out ad campaign. It’s such an important part of today’s society, that there are now several different Social Media Marketing Degrees. Places like Birmingham and York University (to name just a few) have started to run courses after the success of similar degrees in the US. You can now be taught how to run social media, not for personal use, but as a marketing tool. It’s a great job to have too, with most

salaries starting at ��k, and many managerial roles earning ��k plus. However, like many occupations, there are other ways to access the job role. Passion is key, a degree can’t give you that. Social media is practically a ��/� job, so you have to live and breathe the job. Having a social media presence is also a great advantage. Think of your Instagram feed as your portfolio, as technically it is! It shows your style, how you market yourself and how you interact with your followers, which is exactly what a future employer needs to know. As a Social Media Manager at a large online retailer explained; most people don’t even mention their social media handles when applying for social media jobs, which would be really insightful and helpful for their application. They also stated that age and qualifications aren’t necessarily that important, as they’ve just hired someone straight out of school, but they “totally got” social media which was the essential factor. A career in fashion is more accessible than ever Just as the way advertising has changed in the fashion and retail industry, the way we gain access to the once exclusive club that is the fashion business, has also changed. The role of the fashion blogger has transformed ordinary people’s lives, into must see, Instagram famous celebrities. Bloggers with more followers than Cheryl Fernandez-Versini, are making waves in the world of fashion, becoming walking advertisements, getting paid for posting pictures featuring the latest brands and trends. As a fashion blogger myself, I understand the transformative impact it can have on lives. I started my blog, Fashion Panic, just under �� months ago. I now write for two magazines, run an online fashion boutique and get sent clothes and accessories every week, all because of Instagram (and of course, lots of hard work). I studied to be a teacher at university, I didn’t study fashion or fashion journalism, but I now have incredible opportunities in the industry that I simply wouldn’t have had without social media. This may sound dramatic, but blogging has literally changed my life. I have turned into one of those people who takes a picture of their bubble tea (in exactly the right light) and sneaks a picture of my meal before I eat it. However, all I have done is take advantage of the essentially free advertising that Instagram provides. After six months of blogging, my friend and I decided to set up Catwalk Killa, a new online fashion boutique, which is run for girls; by girls. We could only do this due to the opportunities that social media and the rise of bloggers has provided for small businesses such as ourselves. We have practically no outgoings, other than website fees, all of our sales are driven from Instagram and Facebook posts. We don’t have to employ a social media expert, as nearly everyone under that age of �� is a social media whizz, so we can manage our social platforms ourselves. I have connections with bloggers (all of whom, I met on Instagram) who happily blog about our clothes that we send them. They get free clothes, we get advertising for the price of a dress, everyone’s happy! Blogger’s with hundreds of thousands of followers can now charge for a post, as well as receiving the new product, clothes, making it a plausible and high earning career. The future of Instagram So what is the future for the app that has essentially changed the world? The rise of more instant sharing apps, such as Snapchat and Periscope, continues to show the demand for our generations ‘need to see now’ attitude to how we access news and current affairs. Some may criticise this ‘can’t wait’ culture, with some stating that it’s making us too preoccupied on aesthetics and how people appear on Instagram, rather than who they are and what they have to say. But I feel that it has opened up so many opportunities for people who would otherwise not have the access to fashion industry. It’s created careers, businesses and even new friendships. It’s free and accessible to everyone who has a mobile phone; magazine editors, journalists and even teenagers in their bedrooms, can now view fashion in a totally new and unique way. It makes fashion, what I think it should be; fun, contemporary and for everyone.

@FASHION_PANIC

PHOTOGRAPHY AND WRITING BY, KIT TO

REBECCA BOTIN @REBECCABOTIN

Originally from Denmark, Rebecca started shooting fashion over a year ago, before that she was shooting street and architecture photography. Since then Rebecca has shot with a ton of bloggers, and her work has been popping up all over everyones’ feeds e.g. @LornaLuxe, @The.SouthernDutchess, @Monikh, @CarolineReceveurLucas and many more Instagrammers. Rebecca has shot for numerous brands such as BVLGARI, Bombay Sapphire, and Henry London. Her work is seen by over ��,�� of her followers but also by hundreds of thousands (if not millions) of followers of the top bloggers like; @CarolineReceveurLucas, @EimearVarianBarry, @InTheFrow, and @LornaLuxe. I tore Rebecca away from her busy shooting schedule to meet up for coffee at Barber and Parlour. I picked her brain about Instagram, and what advice she has for photographers looking to shoot with bloggers... and to talk about her new Sony A�R!

Can you tell us a little bit about yourself, and how you got into photography? “I grew up in Denmark, where I was nourished with a profound love for creative expression. Both my parents are artist and therefore my two sisters and I started at a very early age to get creative inputs and develop artistic mindsets. From an early stage I loved to paint and draw, and I still do, but as I have grown older I found it very time-consuming so when the combination of Instagram and camera phones occurred it was the perfect recipe for me. The big leap came when I moved from Denmark to London in the spring of 2014 together with my boyfriend. We visited London a few weeks before moving to go property watching, and one of the days I was without plans, so I discovered that @London on Instagram organized a so-called meet-up where everybody could join in for a photo walk, so I did. That day I met some incredible and passionate Photographers, both amateurs with their camera phones – like me, and professionals with DSLRs. Later, when we moved to London, I was so fascinated by this Instagram community where random people meet up, connect and share, that I kept going to similar events, and it is through such events and by that network of people that I get inspired to keep doing what I do. My boyfriend gave me my first camera later that year, and ever since I’ve just been shooting away.” Did your upbringing help you to fall in love with photography, or to become a better photographer? “Most definitely! I don’t think you need to have a creative upbringing to get the inspiration, but it has most certainly impacted the way I see the world and appreciate art, details, light and compositions.”

“Some of my first memories come from the endless list of museums and countries we visited around Europe.” Where do you find inspiration? “My inspiration can come from anywhere. It depends on the subject. Walking around in London without a purpose is often when I get the best photos of street life, the city and the people who live in it. Maybe it comes from having a very relaxed approach to outcome of that given day, so if I don’t get ‘the shot’ that day, I will probably get it the day after. Another thing is, when you start to think in “squares”, which is the format that Instagram used until recently, it’s easier

to imagine how the photo will look like before you even take the photo. My inspiration for planned work, for brands or fashion bloggers can be pre-stored in my mind coming from any kind of input and then, when on the set, some elements might be changed a bit or the bloggers come with their own unique ideas.” You’ve worked with a lot of fashion bloggers, and photographed a ton of Instagrammers - any crazy, memorable experiences? “Indeed! I would say most of my encounters with other Instagrammers and fashion bloggers are memorable experiences. It is always a big honour to be invited to exclusive events and meet inspiring people. Of super crazy memories I do not have many – and maybe I shouldn’t be sharing them here, but one fun time I can share, was when we as a group of eager Instagrammers climbed the National Gallery building on Trafalgar Square to get the perfect shot of the International Pillow Fight Day.” How would you describe for your fashion style? “I like comfortable clothing and fabrics without too many colours. So my style is a combination of boho chic and relaxed formal and to dress is up I were heels and accessories. My inspiration comes from all the fashion bloggers I meet, the posts I see online, from magazines and in stores – so basically from everywhere.” What’s in your camera bag? Do you travel light when shooting with bloggers? “I think like almost every other female, I always carry too much in my bag. But if I was a bit more selective I would probably be able to travel light when I’m out for a fashion shoot. Normally I don’t use other things than my camera, which at the moment is a Sony A7R. If it is for night photography or indoors I will bring a tripod. For other events or shoots for more formal events, like weddings or similar, I equip as necessary for the specific client requirement.” When did you join Instagram? “I joined Instagram with my @RebeccaBotin account in the spring of 2014. In the beginning my username wasn’t @ RebeccaBotin but @ms_urbanista, but I changed it earlier this year due to my change of style. In the beginning I only took photos of urban landscapes, architecture and street life, so when I started to work with brands and fashion bloggers I needed to find I new username that I could relate to on a personal note – and therefore I choose the most relatable name I could find.”

@MONIKH

@CAROLINERECEVEURLUCAS

How has Instagram changed since you joined? “I think my observation on this point is a mix of how Instagram has changed but almost how I have changed in the way I use the app. For ‘normal people’ who uses Instagram to get inspiration and share a few memories with their friends and family I don’t think it has changed a lot – besides all the new filters, some technical features and a few ads. But when you “live” on and from your Instagram account, you start to notice and discuss the slightest changes; like who is on Instagram’s Suggested User list (who the Instagram account is following), the competition between photographers, brands, bloggers, how different brands work with Influencers, how people interact online, etc. It is a quite entertaining and, for some, frustrating industry.” You’ve collaborated with a lot of brands; do you think Instagram contributed to these collaborations? And is Instagram opening up big brands to Blogger and Instagram ‘celebrities’? “Instagram has most certainly contributed to these collaborations. As in any other aspect, the brands want to have their products shown to as many potential costumers as possible, and on Instagram there is a lot of bloggers/influencers with huge personal audiences like 500,000 or more, and so, when the Influencer promote a brand/product to his or her followers, some of these will of course be influenced to buy it. Social Media is a trend, so brands that want to connect with consumers has to be seen there.” Should we all quit our day jobs and try to make it on Instagram? “Like any other profession I don’t think it is suitable for everyone, and as any other technology it is not certain that Instagram will stick around forever, so I wouldn’t recommend betting all your money on one horse.” What’s the life in a day working with a fashion blogger? “It is mostly a very pleasant experience. In advance we correspond about when and where to meet, and balance our expectations for the outcome, so when we meet there are no surprises and in most cases there is time for a cup of tea or coffee, either before, in the middle or after the shoot. Most of the Fashion bloggers are female and around the same age as me, so we share more or less the same interests, and this combination makes the conversation quite easy.” Where’s your favourite place to shoot in London? “I like all kinds of architecture and cityscapes, but when it is a fashion shoot I like a background that is relatively calm. The person in the photo should be in focus, so most of the times, the background used in my fashion blogger shoots are quite simple and bright, as the typical South West London residential houses.” What advice would you give to photographers or bloggers that are looking to build a following on social media? “The key thing on social media is to be social – both online and offline. Online, the engagement is key to build a good relationship with your followers – especially taking the time to answer the questions you might get and in general reply and keep a good tone. Another is consistency; pick a certain style and theme, and stick with it. Some people follow for the quality of the photo and others do it for the story or the person behind it. So making a strategy and tracking what prefer to post and

what you followers like the most is a good combination. But always keep in mind not to post for other peoples’ sake, but for your own, and remember why you started. When I decided to change my username and my style on Instagram, and all other Social Media platforms I was active on, I did lose a lot of my followers so that transitions was not easy. After some months of transitioning, my followers started to grow in numbers again, so for me it was the right decision to make, and I meet a lot of interesting people offline because of my new strategy.” How should photographers go about working with bloggers? Do you have any advice you can give to avoid being taken advantage of? “A lot of bloggers, especially those with big audiences, are used to getting a lot of products and experiences for free or getting paid to do it, so when they want a Photographer to take their shot, they are not always willing to pay for the service. The same applies to many Photographers with big audiences, so there is often this unspoken struggle between who should be paying, and who should get paid... As a Photographer who is trying to make a living of photography, it is important to keep your focus and even turn down “big opportunities” if you are not getting paid. Time is money, and a lot of brands and people will keep trying to take advantage of Photographers for their free service and willingness to get exposure. It is an ongoing discussion between people in my profession. I do some jobs without getting paid, but I am always very aware of why I am doing it and who is gaining the most from it – always remember to be very aware and to have your heart in it.” Are you working on any projects or collaborations at the moment? “I am working on some projects. I have just finished a small photo series I did for BVLGARI UK together with fashion blogger @The.southerdutchess, and I am also collaborating on a project with British Designer Tabitha Webb. If you look at my website you can see the list of collaborations and clients I have had. Social media moves fast, so as a keen user I have to keep up. New trends appear all the time, events everyday and new people to meet and photograph.

I am always trying to keep myself busy and updated but always remembering to enjoy life, my partner, my dog and the city I live in. I am looking forward to next year – which I am confident will be full of great opportunities.” Where do you hope to see yourself in the next, five or ten years? “It is hard to tell. This time two years ago, when I lived in Denmark and worked for Nespresso, I would never in my wildest dreams have guessed that I would be working as a fashion and lifestyle Photographer in London. So we will have to wait and see what the future brings of exciting experiences and projects.”

REBECCABOTIN.COM

@EIMEARVARIANBARRY

@LORNALUXE

HOW TO START A FASHION BLOG By Julia Rebaudo

sake of your relationship consider shooting with friends or fellow bloggers. Or the way I started out, and still do if at home or in a quiet environment, is to get to grips with a tripod and camera self-timer. Some cameras have a great camera-to-phone wifi connection where you can view yourself on screen, play with settings and trigger the remote. My Olympus Pen does all these things and is a lifesaver for it.

Where to start? The best thing about starting a blog is that the main thing it’s going to cost you is time. Publishing is free via platforms like Blogger and Wordpress, although you’ll probably want to buy your domain name (anything from £� upwards) and possibly a bespoke theme (I like BlogMilk, their themes are about $��). Most serious bloggers are on Wordpress these days, starting with the free version then moving to the paid-for self-hosted platform. The advantage of selfhosting is owning your content and being able to use all the great Wordpress plugins. What to call it? Many bloggers are using their own names these days, which is an option. Or if you’re coming up with something different, bear in mind the following. Ideally it should reflect your content matter in some form, be easy to pronounce and easy to spell, and not too long as you might want to use it as a hashtag at some point. Or at least consider a shorter version of it too, which you might want to work into your logo design as a hover. When thinking about your design, it’s always nice to incorporate a symbol or design aspect, which can be used to identify your blog on different platforms. What to write about? If fashion is your focus and interest, then you probably want to consider doing personal style and outfit posts. It can be a bit daunting putting yourself out there and getting shots you are happy with is a process. The easiest way is to have someone who is willing and happy to take photos for you; but beware the curse of the poor, benighted Instagram husband or girlfriend! See the 'Instagram Husband' video if you don’t know what I’m talking about! If your other half is not a willing or interested photographer for the

Out of the box I’ve been using the Olympus Pen – and have been a UK Olympus Pen ambassador – for over a year now and it’s been brilliant. Size-wise the camera is a dream; no more lugging around a heavy DSLR, it’s so easy to pop in your handbag. But because you can change lenses you have the advantage of gorgeous photography that cameras that size normally can’t give you. That plus the WIFI facility, you can see why bloggers have been going crazy for this camera. Its retro looks may also have something to do with it! Needless to say, I’m a big fan and shoot all my blog photography and Instagram photos with it. I use the Olympus primes lenses (the ��mm �.� and ��mm �.�) and a fabulous Panasonic lens which has a super wide aperture (the ��mm �.�). If you want to find out more about the PEN, and some tips on how to use it, check out my '�� Tips & Tricks For Your Olympus Pen E-PL�' post. Many fashion blogs are branching out into food and drink, travel and beauty. The joy is you can tailor your content to what interests you the most. Just make sure you keep your categories to a manageable five to six - gone is the day myriad categories listed down your sidebar. What to shoot? Daily, normal outfits go down well. People are often more interested in seeing your day-to-day style than the big occasion stuff. Shoot your own wardrobe, approach PRs and see if they will lend you samples and eventually you may find brands are happy to gift you or work with you on paid content - what we like to call ‘collaborations’. Working with brands When approaching PRs and brands – these day, you can easily tweet a brand to ask who best to email for PR enquiries – always do politely; the number of stories I’ve heard about new (and experienced!) bloggers demanding free stuff gets a bit depressing after a while. You want to explain why you’re a good fit for the brand and why you’d like to work for them. And ‘free stuff’ does tend to come with obligations, at least an explanation why you don’t plan to feature it, or if you are planning coverage, in my opinion, it’s only polite to let the PR or brand know what you have in mind. But, of course, if you are sent something you haven’t asked for then you are under no obligation to feature it. It’s a fine line, and one that comes with experience. And remember to say thank you; again, not everyone does unfortunately!

JULIA REBAUDO @STYLONYLON

Julia Rebaudo aka @stylonylon, is a freelance journalist turned blogger, photographer and sometimes a stylist and consultant. Julia is experienced with blogging, and photography. Julia has over ��,�� followers on Instagram, Julia is also a UK Ambassador for Olympus PEN. In her camera bag is the Olympus Pen E-P� and Pen E-PL� with ��mm & ��mm lenses.

The biggest favour you can do yourself is get to grips with your camera. Come off Auto; start with Aperture only – look at controlling the exposure (I like my pictures bright so tend to have my exposure at �.�); the ISO (��-�� for good daylight, higher for darker situations, just remember this increases the grain); the WB (White Balance - most important is to adjust to incandescent when shooting in yellow artificial light); and the aperture (the lower you go, the wider your aperture which makes for lovely shallow depth of field and nice blurry backgrounds so beloved by us bloggers). Editing your photos is the next skill to learn. Software like Lightroom and Photoshop are a good go to, but take a bit of mastering and cost a monthly subscription. Or you can use free editing tools. The aim is to find something that allows you to crop (often a great way to improve a photo) and adjust exposure, white balance, sharpness, shadows, highlights and colours ideally. You can also edit on your phone with Apps like VSCO, Afterlight and Snapseed. I’m a big fan of VSCO where I do the bulk of my on-phone editing including filters. I also use Tadaa, Darkroom and Facetune for specific things. See my YouTube video '3 Things I Now Know: Photo Editing Apps For Instagram' where I talk about what apps I use.

your followers about your new post. Use your strongest image or just a detail to entice readers in. (Tip: Remember, getting great photos can take quite a few shots, so don’t be disheartened.) Instagram Instagram has fast become the king of social as far as style bloggers are concerned. The focus and appreciation of beautiful imagery in a new visual language (read the proliferation of aerial, colour themed outfits from above, flat-lay and hand-in shots) has created a very dedicated, involved and supportive community. It’s fast become the best way to communicate with your readers and brands you like. Of course everyone wants to grow their following ASAP, but the real key is to engage the following you do have with excellent content. High engagement is fast overtaking follower numbers as how to judge an Instagram account. Decide on a look for your gallery and edit your pictures accordingly. Stick to one or two filters for cohesiveness. Apply the same editing process to all your photos reacting to colours that don’t fit by adjusting saturation, hue and luminance. For more on Instagram check my YouTube video '3 Things I Now Know: Instagram'!

Social Once you’ve posted your beautifully photographed, spellchecked work (do write more than just �� words, as much as blogging is heavily visual, good written content is just as important) you need to tell the world about it. Use Twitter, Instagram, Facebook and Pinterest to tell

Above all, be passionate about what you do, it always shines through. Be yourself, try out new things and work hard to develop your own look and style. Good luck and come say hi!

ISSUE 001 FALL 2015: THE QUEEN OF INSTAGRAM

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'THE QUEEN OF INSTAGRAM' FEATURES: EIMEAR VARIAN BARRY, BELLA SINGLETON, TIGERMLK, KRISTINA LECHNER, KATARINA SCHMITT, KATARZYNA DRAZEK, SAM GOODRIDGE, KOTOKA IZUMI,

BY RAZZAN ABDULLA (@RAZZANABDULLA)

MAJA MALNAR

WRITING BY JASMIN COLES, PHOTOGRAPHY BY KIT TO, MAKE UP & HAIR BY AURELIE LEUPE, PHOTO ASSISTANT JAMES GRIMSHAW

Jeans, Brandy Melville Sweater, Asilio

World traveller, blogger and fashion inspiration, Maja Malnar was born in Slovenia. Ever since Maja was little, she has loved to travel, meet new people and see their different fashion styles. Maja has lived in Serbia, Madrid and LA before settling in London where she lives now. Maja describes herself as "stubborn, determinant, lovable, friendly and a dreamer". She has a passion for learning and has an academic background in economics, is fluent in 5 languages. Maja has taken a variety of fashion workshops and courses in LA. Maja has experience in working in entertainment. She began working as a model at �� after winning a small beauty competition alongside training to dance, which was followed by becoming singer. Finally, Maja fell in love with TV hosting and her travelling led her to meet people who inspired her to start her blog. We asked Maja what the best feelings in the world are and she told us, "excitement, love and being loved, achieving something you’ve worked on very hard on and getting a genuine compliment from a complete stranger" (who doesn’t?!). She also loves the feeling of being safe, getting a hot shower, holding someone you’ve really missed, coming home and finding a package, taking your high heeled shoes off after a long wild night. Maja has a passion for health and fitness as well as travelling. She considers the best experiences to be playing sports, travelling and meeting new people and seeing new cultures, skydiving and mountain climbing. Her bucket list consists of places to visit. As well as living around the world, Maja has visited the Dominican Republic, New York, Paris and Milan in the last year. Next up - to cross off her bucket list is - Japan, Australia and South America. We asked Maja what her favourite destinations are, she’s visited so many places, and it was hard to choose. She told us that her recent trip to Brazil was amazing as well as St. Barts and India - we’re definitely jealous. Maja describes her style as "comfy, chic and cute". Skinny jeans and knitted jumpers are stapled to her Instagram in the winter months while, in summer weathers she can be seen in cute high waisted shorts in denim and suede. When asked what her favourite thing about blogging, she admirably said, "the ability to give followers something more, not just beautiful pictures and style, but also to help them in a way - with healthy lifestyle tips and inspirational quotes to get through the day". I'm searching through Maja’s fashion section of her blog (Maja's Diary), there are so many posts I could choose as my favourite. In Maja’s posted titled ‘SUNNY LA’, Maja wear a stripy tee, blue distressed skinny jeans, Comptoir des Cottoniers trainers, fringed leather jacket and Chanel bag. The outfit is simple and casual while still looking put together and effortless. Maja’s Instagram is graced with beautiful photos of sunsets from

around the world, stylish outfit of the day posts, flowers, coffees and juices. It’s clear she puts a lot of thought into curating her and maintaining her feed. Maja’s favourite thing about Instagram is that she can see what her friends are up too and what they enjoy. With inspiration floating all over people’s feeds, Instagram can be the best place to find ideas for someone’s next birthday present. When looking for photos to post to Instagram, Maja always tries to give her followers something different. She doesn’t like to post random, everyday things; she wants to give her �� thousand followers something more than that. Maja is careful to pay attention to what she’s posting and makes sure that the content fits with her theme and aesthetic and that it’s unique. Her favourite Instagrammer is Sincerely Jules. She advises that the best way to approach a potential client is by direct message on Instagram. Maja started Instagram quite a long time ago but only used it privately and just for fun, posting photos of family and friends until last summer when she decided to try and turn it into a blog. When asked what’s with this minimalist trend, Maja suggested, that it’s the "fact that the pictures looks nicer plain, its easier to see the main thing in the picture" and all photos look nicer together with a theme. Maja varies between themes a lot, for example a beautiful plain-white profile or one with wild colours. She says, "every photo looks amazing in its own way". Maja always adjusts her pictures and her themes according to the destination she is in. She answers, "it would be a bit hard and stupid to have all white pictures for example in Brazil which is such a colourful country!". We asked Maja what she thought of the Australian Model, Essena O'Neil recently exposing Instablogging for being fake and unrealistic to life, she discouraged users from believing bloggers posts at face value. Maja said, "I don’t think it should relate only to the bloggers – don’t we all post pictures when we are happy!? I don’t think even people with a smaller following post sad and crying pictures. You try to give the followers the best you can and also make them feel better." Maja is standing out in a pool of people trying to make it. Her travelling has led her to grow a huge following from around the world. Maja’s secret to success is "to realize exactly what you want and think like it’s already happening while you are still working on making it happen. Believe and don’t give up". On advising her younger self, Maja would say "do what makes you happy, not what you think you should be doing. And never try to prove yourself to anyone, do it for yourself." From the girl who said "the wish to have the power" empowers her, here are her final words, "social media is not everything, go out there, surround yourself with friends and family and do whatever makes you happy".

Jeans, Topshop Shoes, Evaluna Cardigan, Vince Sweater, H&M Scarf, H&M Bag, Chanel

'Realize exactly what you want and think like it’s already happening while you are still working on making it happen. Believe and don’t give up.’

MAJASDIARY.COM

SPRING �� @EI8HTMAG