IN CONVERSATION WITH LILY ROWLAND

interview by JANA LETONJA

British content creator Lily Rowland is quickly establishing herself as one of fashion’s most exciting new voices. Known for her relatable “girl-next-door” charm, unmistakable Mancunian accent and effortless approach to style, Lily has built a loyal audience by making luxury fashion feel approachable. From attending the biggest shows in Paris and Milan to collaborating with brands including Dior, Miu Miu, and Armani Beauty, she is carving out a distinctive place at the intersection of digital culture and high fashion. With her first television commercial now adding to her growing portfolio, Lily represents a new generation of creators redefining influence with authenticity.

cardigan PAUL SMITH
skirt THE FRANKIE SHOP
socks CALZEDONIA
shoes LILI CURIA

⁠Your content feels incredibly natural and relatable, even as you’ve entered the world of luxury fashion. How have you managed to stay true to yourself?

I think staying true to myself comes from staying close to my friends and family back home. Growing up in a small town really shaped who I am, and I’ve always kept that with me. I only say yes to opportunities that genuinely align with my passions and the dreams I had growing up, so everything I do still feels authentic to who I am.

⁠Looking back, was there a moment when you realised your career was changing from content creation into fashion?

Not really. I feel like I almost fell into it over time. Sometimes I stop and think, “How did I end up here?” because so much happened in the space of a year. I’ve worked really hard to make that transition into fashion feel natural, and I’m just so grateful that I get to do something I’m genuinely loving.

shirt THOM BROWNE
bras and trousers THIS BELONGS TO
socks UNIQLO
skort ARITZIA

You’ve attended fashion weeks in Paris and Milan. Is there a particular runway show or fashion moment that has stayed with you?

I’d be lying if I said only one stood out, because every single show has felt surreal. It never really hits me until I’m sat there waiting for it to start, and I have one of those moments where I think, “How am I here?” It’s always been a dream of mine, but I never imagined I’d be front row at brands I grew up admiring, brands I never even imagined I’d be able to wear one day.

Rabanne was my very first show, so that’ll always have a special place in my heart. But Diesel in Milan was probably the standout for me. I absolutely love the brand, the show was incredible, my look was one of my favourites, bleached brows and all, and it was one of those moments I’ll never forget.

⁠You’ve worked with brands ranging from Dior and Miu Miu. What makes a partnership feel like the right fit?

For me, it’s about so much more than the name. I look at how a brand tells its story, how they market their products, who they’re speaking to, and whether it feels creative and exciting. I’ve always been drawn to brands that push boundaries and have a really strong identity, and that’s why brands like Dior Beauty and Miu Miu feel like such a natural fit for me.

Growing up, I never even imagined owning my own makeup. I was borrowing products from my mum’s bedroom or using £1 foundation from the pound shop in town. So to now be working with brands I always thought were so cool and creative is honestly surreal. If it’s a brand I genuinely admire and one that younger me would have dreamed of working with, then I know it’s the right partnership.

top SPORTMAX
shoes HAGELSTAM
tights photographer’s own

⁠How would you describe your personal style?

I’d say my style is quite hard to define because it really depends on how I’m feeling that day. Most of the time, I’m drawn to street style and oversized pieces. The bigger the clothes, the better. That’s when I feel the most comfortable and most like myself.

But then I’ll have days where I want to be really feminine and wear a cute dress and heels. They’re complete opposites, but I love that I don’t have to fit into one style. I take inspiration every day from street style, stylists on social media and my favourite artists, so my style is always evolving.

One of my favourite parts of this industry is being styled for shoots and seeing someone else’s creative vision come to life. I love stepping into different characters, depending on the shoot or the event, and I’m always open to experimenting. Honestly, I’d happily wear a bin bag if it was styled well and feel confident in it. For me, fashion is about having fun, expressing yourself and wearing whatever feels right in that moment.

⁠Has your relationship with fashion changed since becoming part of the industry?

Oh, massively. I actually find it so funny looking back at my style growing up in Manchester. We’ve all had those phases. The skinny Joni jeans, the 2-for-£12 Topshop tops, a black choker and Adidas Superstars. At the time, I thought I was the coolest person ever.

As I got older and left school, I started moving away from following trends and really fell in love with charity shops and thrifting. That was when I began experimenting and figuring out my own personal style instead of wearing what everyone else was wearing.

Now that I’m part of the fashion industry, I’ve become so much more open-minded. Fashion isn’t about following rules anymore, it’s about creativity, confidence and self-expression. I love trying different styles, working with different stylists and becoming a different version of myself depending on the shoot or event. That’s what makes fashion so exciting to me.

⁠suit MOSCHINO
shoes HAGELSTAM
tights CALZEDONIA

Your Mancunian roots remain a big part of your identity. How important is it to keep that authenticity as your audience grows internationally?

It’s so important to me. If there’s one thing I want people to know, it’s where I’m from. I wear my Mancunian roots proudly. At the start of my career, it felt like everyone was either in London or LA, and for a while I thought that was the goal, that I had to become that London girl or that LA girl.

But I quickly realised there’s nothing better than being home. I love talking about where I’m from, my little town, and my crazy family and friends because that’s what made me who I am. I think it’s important for people to see that you don’t have to change where you’re from to fit into this industry. So no, I don’t think I’ll ever stop talking about Manchester. I want everyone to know where I’m from. 

Beauty is also a significant part of your work. How has your beauty routine evolved over the years?

It’s definitely evolved over the years. If anything, it’s gone in the opposite direction. I used to think more was more, and to be fair, for some people it absolutely is and they look incredible. I loved a full beat, a rainbow cut crease, the more glam, the better.

But over time, I’ve realised that for me, less is more. Day to day, I love a quick 10-minute, 'no makeup' makeup look that still feels like me. Then if I’m going out for dinner or an event, I’ll add a little more so it lasts all night. I think that’s the biggest change. I’ve found what works for me, rather than just following every trend.

top and skirt DIESEL
shoes SPORTMAX

You’re starring in your first television commercial this year. What was that experience like compared to creating content for social media?

Without a doubt, it’s been one of my favourite jobs I’ve ever done. It was a completely different experience to creating content for social media. Being on a full production set, working with such a talented crew and actually learning lines in Spanish and Catalan felt so exciting. And honestly, it was somewhere I never imagined I’d find myself.

What I loved most was that it wasn’t something I could just turn up and do on the spot. It took months of preparation, and I really enjoyed having the chance to properly prepare and throw myself into it. It made the whole experience feel even more rewarding.

Working with Estrella made it even more special because it’s a brand I’ve genuinely loved for years. Barcelona has always had a special place in my heart, so to be recognised and invited to be part of that campaign was such a surreal moment. Seeing all of my Spanish friends getting so excited and supporting me throughout made it even more meaningful. I’ll always be so grateful for that experience.

Social media moves incredibly fast. How do you avoid comparing yourself to others or feeling pressure to constantly keep up?

I’d be lying if I said I never compare myself to others or that I’m completely secure in myself. I think it’s really important to be honest about that because I know there are girls my age, and even younger, who look up to me. Sometimes people assume that because you’re on social media, you’re confident all the time or that you have it all figured out, but that’s just not the reality.

I honestly think this generation is constantly battling comparison. You could be the most beautiful, successful or kind person in the world, and somehow still find something to criticise about yourself because you’ve compared yourself to someone else. Whether it’s someone you see online, someone you pass in the street, or even the girl a silly boy left you for, comparison can be so damaging. It’s one of the biggest confidence killers for young women.

That said, I can honestly say I’ve come a long way since my school days. I’ve learnt to love myself more for who I am, and I’ve realised that confidence doesn’t happen overnight. Time has been the biggest healer for me. Every day I grow a little more comfortable in my own skin, and I’m so grateful for my amazing family and the incredible people who support me and constantly remind me of my worth.

The biggest piece of advice I’d give is to remember that you’re comparing your behind the scenes to someone else’s highlight reel. You never truly know what someone is going through, no matter how perfect their life looks online. Instead of trying to become someone else, focus on becoming the best version of yourself. The qualities that make you different are the very things that make you special. There will never be another you, and that’s your biggest strength. The right people will love you for exactly who you are, not for how closely you resemble someone else.

top and shoes MISS SIXTY
skirt GUCCI vintage

If you could collaborate with any designer or fashion house that you haven’t worked with yet, who would it be and why?

I don’t know if this really counts because I’ve already had the chance to work with them, but the first name that comes to mind is David Koma. He dressed me for my first Fashion Awards, and to this day it’s still my favourite look I’ve ever worn. He was incredible to work with, such a lovely, cool guy, and I absolutely love his designs. They’re so elegant, edgy, elevated, but feminine, it still feels really true to my personal style. Whenever I have a big event or somewhere special to go, David Koma is always one of the first brands I look at.

Of course, I’d also have to say Diesel. As I mentioned before, it’s been one of my favourite brands for years. Before I ever worked with them, I’d spend hours on Depop and Vinted trying to find the best vintage Diesel pieces. So now that I’ve had the opportunity to work with the brand, it honestly feels like a bit of a full circle moment. I’d absolutely love to continue building that relationship and work with them even more in the future.

⁠What excites you most about this next stage of your career?

I’m genuinely living my dream, and I honestly can’t imagine doing anything else. Even after five years of doing this, me and my friends still can’t quite believe it’s real. We actually find it hilarious sometimes because I’ll tell them about a trip I’ve been invited on, a brand I’ve worked with, or an amazing gift I’ve received, and we’ll all just sit there thinking, “How is this actually my life?”

Every time I go home, we always have a proper catch up where I tell my friends and family everything that’s been happening, and seeing their excitement makes me appreciate it all over again. I think that’s what excites me the most, not just the opportunities themselves, but being able to share those moments with the people who’ve been there since the beginning. It keeps me grounded and reminds me just how grateful I am that I get to call this my job.

top MISS SIXTY
skirt GUCCI vintage
shoes LILI CURIA

TEAM CREDITS:

talent LILY ROWLAND
photography REBECCA SPENCER
styling ELISA PEARSON
makeup HELEN ROSE
hair HYENSOO GOH at Opus Beauty
digi tech KURT FAIRBARN
editor TIMOTEJ LETONJA
editorial director and interview JANA LETONJA