These eleven established creators are some of the most consistent players in terms of their reliability when it comes to brand deals, content generation and event attendance in Aotearoa.
Unlike many of their industry peers, these Vanguard creators occupy a strong position in the industry that has been achieved by a mix of years of persistence, viral content, unique industry connections, and equally influential friend groups.
Despite their current power, this group is also under the most threat from Up and Coming creators who are constantly challenging for more likes and greater visibility. Like all things in life, it’s tough at the top.
Our 2024 Vanguard come from a mix of backgrounds, but all have built enormous equity in one field: Influence. No matter how they do it, brands have come to rely on these eleven creators to carry brand news, product knowledge, tips, hacks and other ‘reveals’ to their loyal fan bases on a weekly, if not daily basis.
Established creators are also those who generate the most revenue, elevating themselves from the ranks of pure ‘unboxers’ to true advertising assets. In New Zealand, these creators can command thousands of dollars for a set of content that sits across platforms such as Instagram and TikTok, and command exclusive rights to partner with brands and be the first to announce brand news.
These Vangaurd creators are also the biggest threat to the traditional distribution of advertising dollars in fashion & beauty, with some brands now moving to an ‘Influencer First’ model, or a strategy that de-prioritises other traditional media. But whatever the future holds, and whoever wields the most power, we tip our hat to these creators who play a vital role in the ever-changing, vibrant and cut-throat world of fashion & beauty Influence.
Jessie Kirk
IG @jessiekirk_
In 2024, I believe fashion and beauty should be a space for everyone to express themselves freely, without judgment.
It took me years to truly discover my personal style, and it was only when I stopped worrying about other people’s opinions that I felt authentically myself.
As creators, we have incredible power to shape perceptions, and I’m passionate about using my platform and influence to uplift and support small local talent, fostering a community that values individuality and inclusivity.
Hercules Noble
IG @hercules_noble_food
As a private chef, there are many dimensions to my job. Yes, the quality of the food is the most important, but there is so much more to it. I am constantly cooking in different locations for for a range of clients. I have to make my clients feel comfortable having me in their home.
One element of how I present myself is how I dress. A nice shirt, well pressed trousers and a unique apron. Fashion has always been an interest of mine, and I’ve always taken pride in how I present myself, especially since starting my own business!
Jane Joo
IG @imjanejoo
“To me, fashion is more than clothing but a personal brand. Often, people have come up to me and said “You’re that girl who does engineering and wears pink!” And in a world where I’m often in a male-dominated environment, my outfits are a form of self-expression and confidence.
I love the community content creation brings. It’s always been about connecting with people and sharing my real experiences. You would be surprised at how few original experiences we’ve actually had. Chances are, someone else is navigating a similar journey to you. Whether it’s fashion, beauty, skincare, pilates, university life, career advice or budgeting tips, I don’t try to restrict myself into one niche.”
Hannah Barrett
IG @hannahlaity
After university I worked at PricewaterhouseCoopers as a tax accountant whilst I got my CA. I soon realised that accounting wasn’t the profession for me. I needed an outlet that expressed my creativity and complimented my extroverted nature (I love people!) I left my corporate job and started doing social media marketing full time. I thoroughly enjoyed the change of pace, meeting new people and the variety which my days now have.
When I am not shooting content, you’ll find me at home in the throes of mum-life. I have two daughters who keep me on my toes! My husband plays professional rugby and is often traveling so between us, there is never a dull moment (just the way I like it!).
For me fashion is about how you feel wearing the clothes. I dress depending on my mood and also for comfort. I love mixing and matching high street and designer items. I love colour and I love prints. I am not trying to change the world. Social media is a place where I share snippets of my life and things that catch my eye. If I can make people laugh or inspire them to be the best versions of themselves then I consider that a win. I don’t take myself too seriously and I am all about being authentic.
Cassandra Grodd
IG @cassandragrodd
“There’s nothing I love more than being stopped by someone who excitedly says, “I tried what you posted on Instagram, and I LOVE IT!”” In a sea of content, my goal is always to help others light up and discover something new that makes them feel confident. Whether it’s finding a unique piece to add to a timeless wardrobe or inspiring a fresh makeup look, encouraging others to embrace their sparkle is at the heart of who I am. It has been the greatest honor of my life to grow up alongside my followers, who feel like childhood best friends to me.”
Rosalie Burns
IG @rosalieburns
“What an incredible industry to work in! I genuinely love what I do—working with established brands and discovering new ones. I’ve been creating content full-time for five years now, and it’s been amazing to watch how the industry, and the way people influence, is evolving. It’s an exciting time, and in a way, it’s predictably unpredictable.
That’s why feeling confident in what you create in this space is so important. So much of my inspiration comes from others online, but I’ve learned that it’s crucial, especially in the age of social media (and I know we all feel it), to not get lost in it. We need to find a way for it to complement our lives—serving as a source of daily inspiration, offering a glimpse into someone else’s world, while still making space to live outside of it too.
The landscape is shifting. We all seek the same thing—genuine inspiration—and that’s why I love what I do. Social media can be a beautiful platform for just that.”
Laura Mitchell (nee Hadlow)
IG @laurahadlow
My love for sharing on social media started when I was 18 years old, I have since been lucky enough to work with some incredible brand partners including; Estee Lauder, Gucci, Jaguar, Revolve, Mecca, Nespresso & many more – which has involved travelling the world and attending some of the most incredible events.
My career has pivoted throughout the years from co-founding a fashion label with my best friend to now contracting as a freelance Marketing & Brand Manager alongside my passion for travel and sharing most aspects of my life through a social media lens.
My goal is to continue growing and engaging with my audience while being true to myself and my style as it evolves. I love supporting the New Zealand fashion industry as much as I can, while also incorporating a sprinkle of luxury investment pieces here and there!
Mary Outram
IG @mary_oh_
2024 was all about showing up boldly, embracing beauty, and connecting through fashion in meaningful ways.
Fashion, to me, has always been more than clothes; it’s a feeling, a kind of confidence you carry. This year, I took that love one step further with the very recent launch of BONNIE, my line of NZ-made, cruelty-free sunless and gradual tanning products designed to bring a natural glow and even more confidence into your everyday.
Through BONNIE, I’m excited to deepen connections with the amazing community I already have online and continue celebrating beauty, confidence, and self-expression.
Juliette Perkins
IG @julietteperkins_
Juliette moved to from the sunny shores of Nelson to Paris at the age of 15 to pursue a full-time modelling career, affording her opportunities to work for fashion and beauty brands throughout Europe, North America, Asia and Australasia. Stints living in London, LA and Sydney meant she was able to form invaluable relationships with designers, brand leads and creative directors the world over.
Juliette and her partner Myer Bevan, a professional football player, have created a loyal following of 750k fans on TikTok where they create lifestyle content with their daughters, 2yr old Mickey-Lou and 9-month old Bobbi.
Tobi Innes
IG @tobi.innes
In 2024, I see fashion and beauty influence as a powerful way to express individuality and connect with like-minded people. I love the creativity and inspiration that flows from the online community, where everyone can showcase their unique style.
Having a small platform allows me to share my passion while learning from others. Social media is my happy place for ideas, discovering the occasional outfit I didn’t know I needed & sharing way too many photos of my cats.
Zeenat Wilkinson
IG @zeenatwilkinson
Zeenat Wilkinson is a New Zealand-based freelance stylist, producer and founder of the local online publication Sauce Magazine, a platform that celebrates diverse voices and offers daily inspiration from noteworthy people of all backgrounds. After studying at London’s Central Saint Martins, Zeenat spent time working as a stylist and editor in both London and Mumbai, contributing to publications such as Grazia India, Elle Decor, Vogue India and more. In 2012, she moved to New Zealand and worked for a handful of local titles before realising a gap in the market for something authentic, relaxed, yet still curated within the digital space. This realisation led to the inception of Sauce Magazine.
“The goal was to use my cumulative experiences from working in the publishing industry to create an online community that caters to multicultural and diverse women from all backgrounds. I wanted to bring a sense of community with real recommendations from women that inspire us everyday. Something that I felt was lacking in print media. Sauce is a bridge between the fast moving digital world and slow but inspiring content that provides joy and emotional inspiration.”