With 8.4 million followers on Instagram and over four million subscribers across two YouTube channels (one in English, one in Portuguese), it’s safe to say that Camila Coelho is a modern-day style icon. So it was only natural that the Brazilian-born fashion influencer would try her hand at design sooner or later.

Earlier this year, the influencer-turned-designer launched her eponymous fashion label, Camila Coelho Collection, to much acclaim from the stylish set. (Influencers by the likes of Brittany Xavier, Leonie Hanne, and Danielle Bernstein have all been spotted sporting pieces from Coelho’s covetable 60-piece collection.)

Ahead, Coelho talks to us about the launch of her new fashion label, the one thing she wishes more people knew about the fashion industry, and the hard-and-fast rules she tries to live by to separate her work from her personal life.

CREATE & CULTIVATE: You went from working at a Macy's Dior makeup counter to now having 8.4 million followers on Instagram who look to you as a style icon. To what do you attribute your success? Why do you think your voice and style has resonated so much with audiences? What's your secret sauce?

CAMILA COELHO: I originally sought out to have a creative outlet where I could share my passion for makeup with the rest of the world. Down the line, it became a career, but it took true perseverance.

Audiences like consistency and connection; I try to give them as much of that as possible. Through my channels, I'm able to have real conversations with followers in an organic way. I'm also receptive to feedback about my content and collection; what are people liking/disliking, what do they want to see more of, styles they'd recommend, etc. 

The influencer industry is incredibly saturated now but you were one of the first—how do you ensure your brand and voice stand out in the competitive market? What advice do you have for people starting out now?

Maintaining my own brand and identity has been key to standing out. Success doesn't happen overnight. I certainly have had challenges and felt unmotivated at times but you just have to stick with it and create engaging content for people to enjoy. 

When you hit a bump or hurdle in your career, how do you #FindNewRoads + switch gears to find success?

I'm constantly searching for new inspiration in the cities I travel to, the people I meet, and my followers, because the more that I'm learning and growing, the more I'm able to translate that into my work. I think my work ethic paired with my ability to engage and organically inspire my fanbase has been a driving factor in my success to date.

Your hard work and your success was recognized when you were featured on the Forbes 30 under 30 list—how did it feel to have that stamp of approval from the industry? How did it help your business? What did you learn/take away from the experience?

Being recognized by a top business outlet sheds light on the fact that I'm an entrepreneur. The influencer industry, in general, gets overshadowed by consumer perception that we live a glamorous life traveling and taking selfies all day. What they often don't realize is that there’s an entire backend to brand deals: content creation, editing, design, strategy, financial planning, and more. 

Now you have your own fashion brand, what was the experience like moving into product design? What do you wish people knew about the fashion industry?

Launching my own collection has always been a dream of mine, so seeing it come to life this year has been so surreal. I’ve seen a variety of women around the world in my pieces, styled in their own creative ways. It means even more to me because my collection is really an embodiment of my digital community; I’m creating pieces for my followers who have been so supportive of my career and have grown with me as my style has evolved. Ideating so many new styles a month and working with my design team to bring them to fruition is no easy task.

I recently moved to L.A. to be closer to my production team since there are endless rounds of design, fabric selection, fittings, and content shoots. The more support you have, and the team you choose to surround yourself with, will ultimately define your career and help bring your vision to life.

How do you define your personal brand? How has it changed since you started? Why is it important to establish a brand and point of difference?

I was born in Brazil and raised in the U.S. since the age of 14, so naturally, I'm a global brand. I have followers around the world and am often able to connect with them given the amount of work travel I do. My personal brand has always maintained positivity, empowering people to feel their most confident, sexy, and glamorous selves.

You’ve created a very special community online, what is your best social media advice? How can others develop the same rapport?

Maintaining individuality and consistency can be challenging but they’re the keys to success. If you're simply trying to replicate what someone else is doing, that can quickly become transparent to your followers. Be creative, find an angle that makes you different, and run with it no matter what anyone tells you. 

What is the best advice you’ve been given? Or a favorite piece of #realtalk?

Back in the day, I came across a saying from the designer Shoshanna Gruss, “Once you know which silhouettes flatter you, filter trends ruthlessly." This opened my eyes that the #1 secret to look good is to know what looks good on your body shape. I’m petite for example, and you will always see me in high waisted pieces, which make me look taller than I really am.

With success comes opportunity, which can mean you have your hands full. What keeps you inspired and motivated to keep going even on your most challenging days?

It's all about balance to me. With work, I'm often traveling so much, especially with my husband, it does get hard sometimes to separate things. I’ve learned that you really have to set rules and separate your work life from your personal life, particularly on the most challenging of days.

When it comes to my husband, after a certain hour we try to disconnect. We have a rule where we don’t talk about work. In the morning we try to talk about work after breakfast so we can have our personal time. When I’m home I try to always see my friends, my godson, my nephew, and my family and spend quality time with them. When I’m with them, I try to disconnect from my phone as well. 

I love my job and I love what I do, but I also try to do other things like seeing my friends, setting up family vacations. The simple things in life make me happy, they let me breathe and disconnect from everything that’s going on. I try to separate things and try to disconnect as much as I can when I have time, and that’s how I keep my balance.

From Instagram, you seem incredibly bold and self-confident, but we all know the reality can be very different away from the filter. What advice do you have for others who want to achieve that confidence? How do you summon that? 

Take care of yourself, first and foremost. You want to feel good when you wake up in the morning with no makeup on and continue to feel good throughout your day. I'm at my best when I've gotten enough rest, when I've found time to work out and eat well, and when I've spent time with family. I'm my most confident when I'm healthiest, and all of these things add to my overall health. Then as you begin to layer on makeup or clothes or more to your look and your day, you'll feel better and more confident.

From there, I always recommend that you search for as much inspiration as possible. The more you see a trend or spend time with someone you admire and who makes you feel inspired, the more you will tend to like trying new things and feel comfortable and bolder with your choices.

What's a mistake you made and what did you learn from it? How did you turn it into an opportunity?

Since I’m always following my heart, I try not to have regrets. I look at mistakes as the best learning opportunities enabling me to work smarter and harder. It’s important we all make an effort to be the best versions of ourselves.

What is the #1 book you always recommend? Why?

Outliers—it explores the various differences between us as humans, and why some succeed more than others.

Photographer: Jenna Peffley

Hair: Styled by OGXpert & Celebrity Hairstylist Jillian Halouska

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