One of Australia’s quirkiest and sought-after stylists, Lifestyler and content creator @chloechill is makin’ a serious impact on Instagram with her chic ‘n’ unique style. Also the photographer for @coolprettycool, an inclusive online community featuring fresh faces and fashion from around the world, Chloe’s work is all about creating an authentic and relatable space where no one feels intimidated by her content.
We talked to Chloe about building her career as a stylist and photographer, and the journey of finding her style on Instagram…
How did @chloechill come about and what motivated you to start posting on Instagram?
I started it when Instagram first came out. I was working in magazines so posting fashion came naturally. Then through my work in magazines, photography was a natural progression after styling for so many years.
What brands have you worked with? How has Instagram helped your work gain exposure?
So many! My favourites would be local labels like Kate Sylvester and also Korean jewellery brand Fruta. The visibility of Instagram has definitely put my style in front of people in a really organic way, so it has broken down a lot of barriers in terms of connecting with likeminded brands. The exposure Instagram gives is invaluable – I wouldn’t be doing what I do today without it.
“The visibility of Instagram has definitely put my style in front of people in a really organic way, so it has broken down a lot of barriers in terms of connecting with likeminded brands.”
What’s the best and worst thing about Instagram?
Best is connection, worst is comparison.
Where are some unique, interesting or out-of-the-ordinary places you find inspiration?
Old men on the street, I love when they get to a point where they are dressing completely for themselves and don’t give a damn what anyone else thinks.
Tell us all about your online community Cool Pretty Cool. What’s your mission?
@coolprettycool is all about inclusion. Creating a fun and relatable space where you won’t feel intimidated by the content. I want everyone that clicks through to the site to feel like they can relate to some aspect of every shoot.
Are your shoots planned out or spontaneous? What’s your creative process?
It depends on the shoot. Editorials are more spontaneous as we’re not working to a client brief. Whereas commercial jobs are more planned as you have to collaborate and ensure you achieve what the brand wants and needs.
What’s your advice for capturing the perfect shot?
Don’t overthink it. Have fun and let it come naturally.
How has your knowledge as a stylist helped you as a content creator? What tips can you share with those who aren’t so style savvy?
Of course working as a stylist means you become very visual in your approach in things, which in turn means you have an eye for creating content. I think almost anyone can do that if they spend time observing, refining their eye for detail and surrounding themselves with inspiring things, content and ideas.
What are your tips for building a strong style, brand and visual identity?
Stay true to yourself – so cheesy but 100% true. I say it over and over but it’s the #1 most important thing when creating a brand that represents yourself. It’s so obvious if you force it. Don’t try to be everything to everyone!
“Stay true to yourself – so cheesy but 100% true. I say it over and over but it’s the #1 most important thing when creating a brand that represents yourself.”
We love all the different colours and textures in your shots. Any advice for those wanting to get a bit more experimental?
I don’t overthink anything, pretty much every image I post is a spontaneous shot in my day to day life. If you do want to push it and find locations, get dressed up, prop shots – go for it! But only if you love it.
Your feed is so aesthetically pleasing! How do you go about planning your grid to ensure it’s both balanced and varied?
I like to mix in a good balance of my personal style, my styling and photo work. Instagram is both a space to connect with individuals but I always have to think about potential work and brands that view my feed. Also I don’t want to have a feed that is jam packed with photos of my face! I much prefer posting shoots I’ve worked on. It’s all about balance.
What’s your editing process?
I mainly shoot film so apart from a bit of colour correction if the scans come back green, I don’t edit at all. The only exception is sometimes I add frames to my styling work if I want to post multiple images at once or add in some white space.
What Instagram features, tools or apps do you absolutely swear by and why?
I don’t really use any apps that I can think of. I go hard on Instagram Stories if that counts!
What’s the biggest mistake you’ve made on Instagram? What’s your advice on what not to do?
Forcing my images and trying to be something I’m not (AKA polished and chic). The moment I decided to only post what I personally loved the whole process became much more enjoyable.
“The moment I decided to only post what I personally loved the whole process became much more enjoyable.”
Words of wisdom for other women wanting to build their creative career on Instagram?
Be yourself, build a business around something that is authentic and that you love. If you want to sustain and stick at something for the long run it has to align with your passions.