tatler.com Tatler July 2019TRENDBE AUT YThere are obvious highlights to
my lifestyle. I’ve been on hundreds
of press trips. Last year alone I went
to 30 countries. I’ve been to India
with Jo Malone, Shanghai with Dior,
and Iceland with Clinique, as well as
the Seychelles, Dubai and V enice.
I go on five-star trips. I get sent free
clothes. I’ve sat next to Kourtney
Kardashian at an awards show and
interviewed Jourdan Dunn at London
Fashion Week.
But there are lows too. In 2016,
I ended up in the newspapers,
accused of photoshopping my
feed. The Times’ headline was ‘Fake
views: blogger doctors holiday pics’.
There were photos of me with a
backdrop of the New York sky-
line, for example, that I had edited
and there was a backlash. I thought
it was okay as there are no rules
when it comes to being creative.
I’ve made a conscious effort to
keep my content as authentic as I
can. Transparency is everything,
whether that’s editing pictures or
declaring paid-for ads.
I’m careful to only work with
brands I adore and that I know my
audience will like, even though it can
be difficult to turn down campaigns
with big budgets. I’ve said no to
‘magic’ weight-loss teas that I didn’t
believe in – and I refused a £10,000
deal working with an at-home hair-
dye brand, because I felt it would
have been inauthentic, as I get my
hair coloured in a salon. If the
brand doesn’t align with my values,
I won’t be able to do the campaign.
Plus my audience knows me so well
that they’ll sense when I’m promoting
something I don’t believe in and
disengage – the whole thing would
become counterproductive.
I’m doing my career my own
way and I have big ambitions. I’m
collaborating with a global brand
on a capsule jewellery collection
next and I’m planning to bring out
my own Amelia Liana range. My
wedding will be in Cap d’Antibes in
the South of France this September- a romantic, dreamy affair – and, of
course, between the vows, the magic
and the music, I’ll be working. (
I GET ASKED,
‘WHAT DO YOU DO
WITH YOUR TIME?’
BUT THIS IS A
FULL-TIME JOB
AND I HAVE A
TEAM OF PEOPLEPHOTOGRAPHS: INSTAGRAM/@AMELIALIANA
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