Leia Sfez is a French model and social media celebrity. She is renowned for being represented by the Next Management agency globally. Further, she has appeared in commercials for various global lingerie and makeup brands including Gucci and Revolve.
Leia was born in Paris, to a creative family. As for Leia’s words, her parents were normal parents, they’re not famous or anything, but they always let her have her own way of thinking. At the age of five, Leia was dressing herself in tutus and yellow boots—she wore everything she wanted. Leia mentions that it’s really important to let children have their own idea of art and aesthetics, and form their own identities. When Leia got older, she loved to experiment with new, cool things—one time, the model told, she took some cassettes and created her own necklace out of the tape. Leia wore it every day, and people would see her at the job and say, ‘Oh I saw you a few days ago, I recognize you from your tape.’ It was funny to see that she could create something and make a community around it.
Leia Sfez wanted to work in real life, so she quit school. The model didn’t know what she wanted to do, but was sure she would be creating things in some way. Leia had a lot of little jobs for a while, because she wanted to have her own money. Leia assisted a big buyer in fashion for a bit. It helped her realize that what she loves about fashion is the work and the pieces—the colors, the shapes, the textures—not the shows and the parties and the ambiance around it. All the craziness is really not her. Also, none of Sfez’s friends in the industry had kids, and she wanted to create a family. Leai mentioned that she thinks that when you come home to kids, no matter what kind of day you had, they don’t judge you. You are not selfish anymore, because your job is to take care of these other people. It’s really important for me to keep my feet on the ground.
Right after Leia decided with her husband that we wanted to have children, she got pregnant with my daughter. Sfez wanted her to have some clothes that were more graphic, and monochrome, she couldn’t find baby clothes like that. As a result Leia sketched a pair of leggings, and made them. People would stop her on the streets like, ‘I want these!’ . Leia’s husband is a marketing director, so he encouraged her to sell them online. Leia thought she would be making like, one pair of leggings a month, but the first day she got 20 orders, and the next day, even more, it was all because of Instagram. Sfez started on Instagram in 2012, and at that time it was really new. Instead of using it to make an image for my brand, she told a story about herself and her family, and people wanted to buy the product. After thousands of orders, the business had grown to the point where it became too big for me. For a while Leia was collaborating with brands and making Instagrams, but that can be really frustrating. “ It’s true now that you can be a musician, but if you have a lot of followers on Instagram you are not a musician, you’re an influencer. It’s like you don’t have a métier, you know? But my real job is consulting with brands behind the scenes. This is what I will be doing when Instagram is gone, and this is what I was doing before Instagram, too”, once said Leia Sfez.
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