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Zoe Sugg, 29, majorly known as Zoella, is a YouTube influencer, blogger queen and followed by millions. Her presence in the online community has catapulted her into expanding success and has only accelerated since starting her online blog 10 years ago in February 2009.

She was one of the first influencers on the scene, raising the standards from the outset with her bubbly persona and enthusiasm for what she promotes – beauty and fashion. With over 12 million subscribers on YouTube and 9 million followers on Instagram, she uses her platform to express herself and inspire her audience.

Not just a YouTube Influencer

Not only is she a YouTube influencer, blogger, mental health advocate, an Author, a wax figure in Madame Tussauds and an entrepreneur of a beauty line in Superdrug, Zoella has also been the front page of Cosmopolitan and Glamour fashion magazines where they focus on her particular style.

Her relatable nature is attractive. Fans can notice commonalities between her and themselves demonstrating that Zoe is just a ‘normal’ woman who has built an empire from writing in her bedroom. This motivates her audience to follow their own passion for what they love.

Less Make Up -More Fashion

Although her focus has shifted away from talking about Makeup and doing tutorials on YouTube, fashion is something that we are able to follow. With her daily OOTD pictures on Instagram and her clothing hauls on YouTube, she really is a fashion icon.

Personally, she is my number one source to go to when looking for fashion inspiration as she styles her clothes in a way to create a masterpiece, putting together pieces you wouldn’t normally think of, but that work. We are able to follow her trends through the years from collared blouses in 2011, maxi skirts in 2012, stripes in 2013, to denim in 2014, it goes on…

Zoella often talks about high street shops such as Primark, H&M and Topshop on her strangely watchable clothing hauls and emphasises her addiction to cheap, good value for money clothing – which essentially promotes fast fashion.

However, she never fails to promote brands who do their best to reduce waste and ethically source fabrics such as People Tree and brands who use discarded materials such as Converse. She features her favorite sustainable fashion finds across her social media platforms which encourages this environmentally friendly mindset.

‘Be Yourself’ is one of Zoella’s catchphrases and she demonstrates this through her style, reminding us to be different and to express ourselves through our fashion. Be a trendsetter rather than a trend follower.


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