InStyle Australia – June 2017

A pioneer of the digital platforms that broke down the wall

between fashion’s front row and style lovers every where, Nicole

Warne is a veteran of the blogging game. Busy working, studying,

interning and collecting vintage clothes, the then-20-year-old

Warne struck upon the idea for Gary Pepper Girl in 2009 when

people started asking whether she’d ever sell her fashion finds.

“I always wanted to work for myself, so that really inspired me

to start my own business,” says Warne.

Launched from her home on the NSW Central Coast (with

just “$200 and a laptop”), the online vintage clothing store and

blog Gary Pepper Girl has grown into a globally renowned fashion,

lifestyle and travel site, and Warne, now 28, leads the new wave

of digital influencers. Humble outfit posts have been replaced

with large-scale productions Warne uses to convey beautiful

narratives—like floating in Western Australia’s Pink Lake while

being photographed from a seaplane flying above. “It can be quite

extravagant for a blog, but my community loves those visuals and

loves those stories,” she explains—and who’s going to argue with

her 2.3 million followers?

It’s this evocative and engaging storytelling that elevates Gary

Pepper Girl above the countless other blogs in the digital sphere,

as well as Warne’s high level of discern when it comes to content

and collaborators. “I’ve always been really protective of my brand’s

authenticity. To have longevity and to remain relevant in this

industry, you have to be particular and also acknowledge that you

can’t work with everyone.” Despite this, the portfolio of fashion

heav y weights she has partnered with is impressive to say the

least—Chanel, Valentino, Net-a-Porter and Dior all make the list.

“Digital is constantly changing and it’s really pushing me to find

new ways to share my ideas,” says Warne. This drive has landed

her numerous prestigious accolades, including a spot on Forbes

“30 Under 30” list in 2016, which she counts as one of her career

highlights: “I grew up idolising that list, so it feels really surreal

to be able to [one day] tell my children that I was a part of it.”

Staying true: “The digital space is so new—there’s no guidebook

and everyone operates differently. I’m proud that my business has

been able to maintain its integrity and survive at the same time.”

Paying it forward: “I think it’s really important to support the

next generation. They are our innovators, our game changers

and our leaders.”

Goals: “I hope my work shows others that you can build a business

from scratch if you work really hard.” —NATALIE MELL

N IC OL E

WA R N E

“KNOWING THAT

I’VE INSPIRED OTHERS

TO FOLLOW THEIR

DREAMS IS THE

MOST REWARDING

PART OF MY WORK”

FASH IO N

Women of Style

JUNE 2017 In STYLE 77