Lorna Lux is a creator with intent. She has amassed a large and engaged following through constantly seeking new ways to connect with her audience. Although the power of Lorna’s content is principally found in her distinct style, each piece also carries with it an atmosphere that is worthy of a high-end publishing house. Lorna achieves this without fail with every image and, as a result, has brands flocking to work alongside her.
Regarding her views on Influencer marketing in general, Lorna is a gem. She recently spoke on a panel headed by Whalar at London’s Influencer Marketing Show - there she reiterated the importance of transparency with branded content. Specifically, how collaboration should be a point of celebration, an endorsement of the professional quality of your content, and never something to hide.
How and why did you get into content creation?
Accidentally. I joined Instagram as a hobby and quickly grew my account with support from my small but very supportive following. It was a creative outlet so I poured lots of ideas and developed my style. Back then Instagram afforded you the privilege of making creative mistakes without having the reach of your content restricted.
How did you find your niche (at the IMS you mentioned ‘chestfies’)?
I’m continually evolving my content and testing new ideas and shoots. My chestfie was the result of me seeing a pattern of likes and follows much higher than other content I posted. I took the strategy “give people what they want and what you’re good at” which is still a philosophy I stand by. Chestfies are still an element of my content strategy now.
How do you decide what to share and what to keep private?
I’ve always looked at my Insta as a business and my Facebook as an EastEnders-type melodrama and I keep my Insta public but my Facebook for friends only.
What are your thoughts on transparency - specifically using ‘#ad’ and ‘in paid partnership with’?
I do it. I’m chuffed a brand would pay me to work with them, it’s something at the start of my Insta-career I could only dream of. So I write AD in big shiny letters. In terms of how others operate, until there are laws put in place to police social media I don’t feel I have a right to judge.
What is your favourite city to work in?
Paris. Not just for the architecture or the food... but the light is incredible
Any tips and tricks you'd like to share with other creators?
For every minute you spend on content creation spend two on engaging with your audience or network.
How would you describe your aesthetics?
Strong, bold and unapologetically me.
Tell us something no one knows about you.
I’m a classically trained pianist.
The best thing about being a fashion blogger?
I get to play with clothes every day and call it ‘work’.
People that inspire you on Instagram (or generally)?
Gary Vaynerchuck and Tony Robbins.
I find staying motivated is crucial to me now I’m self-employed, so I enjoy a life coach / entrepreneur chat to get me revved up. Also, I'm a big fan of podcasts.... there are too many to mention.
If you could give one piece of advice to your younger self, what would it be?
Buy the shoes.
Something you couldn't live without.
What words sums up your job title?
Emotionally aesthetic entrepreneur.
Give Lorna a follow here, we promise you won't be disappointed.