IN CONVERSATION WITH ABBY BAFFOE
interview by JANA LETONJA
The Chicago-native-turned-NYC-it-girl Abby Baffoe has built a community obsessed with her viral sock curl hack, must-have beauty recs, and effortlessly cool style. Most recently, she was featured for Kosas’ latest campaign, cementing her spot as one of the freshest voices in fashion and beauty.
From Chicago to New York, what inspired the move, and how has the city shaped your style and content?
I actually moved here from Northern California, so definitely a big change geographically, but New York is more similar to Chicago, so it feels more like home. New York inspires and motivates me everyday, my style, my content, my work ethic. The city has a magnetic energy to it.
You’ve quickly become NYC’s go-to cool girl. What does that title mean to you, and how do you stay grounded in the buzz?
I feel like there are so many other cooler girls in NYC, but I’ll take it. I stay grounded by the people I surround myself with, my family, friends and loved ones. They remind me everyday what’s important.
Your sock curl hack pretty much changed the internet. What’s the story behind that viral moment?
Actually, I saw this hack from another creator, @erinrider, and I just changed around a few things for it to work better for my hair. It is pretty much a life changing hack. I mean, a blowout with zero heat damage and minimal effort, count me in.
You’re the ultimate big-sister rec queen. How do you decide which products or trends to share with your audience?
This compliment always means the world to me cause I always wanted a little sister, and now I have thousands. I only share products I truly believe in and love with my audience because I honestly do think of them as sisters, and I wouldn’t want my sisters spending their hard earned money on mediocre products.
Your style feels effortless but super curated. How would you describe your aesthetic in three words?
Feminine, effortless and comfortable. I truly believe you are the most confident when wearing what makes you feel most comfortable.
What’s your personal approach to finding and evolving your style?
As I get older, I like to purchase more capsule items for my wardrobe. Things that are versatile and can be styled many different ways, staple pieces. I also fall less easily into trends and just wear things I truly love, that make me feel feminine, beautiful and confident.
You’re known for keeping it real online. How important is authenticity to you in the influencer space?
I think it’s everything. It wasn’t until I started showing my personality more online that I gained a more loyal community. With all the content circulating every day, I think it’s important to stay true to yourself. People want to be able to connect on a deeper level rather than just consume content.
What’s the best piece of advice you’ve ever received about staying true to yourself?
A quote I love is “Don’t trade your authenticity for approval”. There is only one you on this earth and that is something beautiful that should be celebrated.
Brands clearly love working with you. What’s your dream collab that hasn’t happened yet?
I am Taco Bell’s #1 fan. It would honestly be a dream to be in one of their commercials. I know that’s not what you were expecting me to say.
What’s next for you in 2025?
I have a lot of hands-on projects coming up that I am very excited about. Putting my name on more things, designing products, meeting with my community. It has been one of the most rewarding things in my career so far.
