The template for social media success is ever changing and always competitive, but Brisbane-based influencer Sapphiroula Pelecas is keeping ahead of the curve.
This last year has been busy for Pelecas, who, in the period from August from September, launched her own fashion line, got married, went on a Honeymoon and presented at New York Fashion Week.
Most heads would spin on this momentum, but it's exactly the type of fast pace of growth that social media demands in order for influencers like Pelecas to stay afloat.
Pelecas' fashion label, The Blonde Republic, is a new kid on the block in Australia's fashion scene. The label is a logo-heavy athleisure brand that takes its cues from the likes of Kanye West's Yeezy collection and Tammy Hembrow's Saski Collection.
Though simultaneously nailing the current trends of athleisure-wear and streetwear The Blonde Republic is "very basic" according to Pelecas.
"I wanted the label to be very basic, so I focused on what I would wear every day," says Pelecas.
"It's something that could take you from the gym, to lunch, to dinner. If you accessorised it differently you could wear it almost anywhere."
But it wasn't as simple as designing a logo, drafting some ideas, and sending them off to get made; Pelecas says the period in the lead-up was nerve-wracking.
"I first made the logo about two years ago and didn't really do anything because I was so scared," says Pelecas.
"I just focused on my Instagram, quit my job, started doing some modelling and eventually my partner asked me when I was going to do something with it. It took me a while not to be nervous but then I started a whole collection."
The collection was recently a part of the Australian Designers Showcase at New York Fashion Week (NYFW) - a massive milestone for the fledgling brand.
"I went [to NYFW] last year as a guest and I was blown away, it was so amazing. I knew I wanted to do this," says Pelecas.
"I didn't think it would be so soon."
As someone in the public eye all the time, with 176,000 Instagram followers at the time of writing, Pelecas says her success online can be exhausting, but she wouldn't have it any other way.
"I try and switch off but it depends on the week," says Pelecas.
"My job is cool, but it's not as glamorous as it always seems. Travelling a lot and moving around is exhausting but it's fun and I love it. When you go to new places and you see it for the first time it's amazing, it's just all the planes they get a bit too much."
As for the future, Pelecas intends to continue focusing on the growth of The Blonde Republic once she returns from the USA. Judging by the success of her peers in the area, Pelecas is definitely one to keep an eye on.
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