top of page

My Digital Life: Lucy Flay

From London College of Fashion to HELLO! magazine, Lucy Flay is making a name for herself in the world of digital thanks to her dynamic campaigns and passionate approach. Here, the Project Coordinator talks to us about Insta-worthy style and her favourite influencers and brands to follow.

DF: Let's kick things off with a brief career history: how did you come to be doing what you do now?

LF: I studied Fashion PR at London College of Fashion. I moved to London at 18 from a small town, which was so exciting! I interned at Ralph Lauren and a few PR agencies whilst at university, but had always wanted to work for a magazine (I basically wanted to be the OG IT girl – Lauren Conrad).

A few months after graduating university I secured my job at HELLO! magazine where I now work as a Project Coordinator, managing commercial campaigns across the print magazine and online at I also work across our sister magazine – HELLO! Fashion. I love that I have the opportunity to work with fashion brands that I genuinely adore, as well as beauty, lifestyle and travel brands. So no campaign (or day) is ever the same!

DF: Did you always know you would work in digital?

LF: At university I was really unsure about what I wanted to do – although I studied PR I wasn’t sure it was where I wanted my career to go. Like I said, I had an inkling that I would like to work for a magazine, but I definitely prefer working on campaigns which are digital-led. I find there are so many more possibilities and ways to be creative in digital-led campaigns, and there is always something new to explore and learn.

DF: What is your earliest social media memory?

LF: The days of Bebo when the order of your top 16 friends was the biggest worry in the world – those were the days!

DF: What is your favourite social media platform?

LF: It has to be Instagram! I get most of my ideas from there. From fashion and make-up inspiration to workouts and post-HIIT snacks. It’s the app I spend the most time on for sure. I also spend my days tagging my (poor) boyfriend in cute/funny videos of dogs...

DF: What are your best social photography or editing tips?

LF: KNOW. YOUR. ANGLES. Life-changing! I challenge you to find a picture of me taken from my ‘bad side’. Also, good lighting is so important. For me, this combo can be the difference between a grid-worthy selfie or looking like a (glamorous) potato.

DF: Are there any podcasts that you’re loving right now?

LF: I absolutely love Jay Shetty’s podcast, called On Purpose - his life is so interesting! He spent a few years as a monk and in his podcast he talks about the positive and inspirational ways to navigate through life. Love it!

DF: Which are your favourite influencers to follow?

LF: My all-time favourite influencer is Lydia Millen – her style is so chic yet simple. I’ve followed her since her early days as a blogger. She’s also so authentic, you know that brands she works with, she genuinely loves and uses. I also love Natalya Wright, Bethan Sowerby, and Anna Maria. I find myself replicating a lot of Danielle Fogarty’s looks, too!

DF: Which apps are on the first page of your phone?

LF: I’m a little bit OCD, so all of the apps on my phone are organised into neat folders on the front page. I can’t stand my apps spilling over onto the second page! Is that weird?

DF: Have you discovered any brands via social media? If so, which?

LF: I’ve found so many brands via social media! I love French Fashion House – it's one of my favourite accessories brands. They do lots of work with Influencers and reality stars, and the pieces they create are so beautiful.

DF: How do you make time for being offline?

LF: I’m quite bad at this, to be honest. I find myself mindlessly scrolling Instagram and Twitter way too often. But when I’m trying to make a conscious effort to switch off I love to turn off my laptop and mute my phone, and put on a moisturising sheet mask.

Fitness also keeps me sane. When I’m doing a HIIT class or a legs, bums & tums workout I completely forget everything and am in the zone. It helps if there’s some old school Britney blasting in the background, too.

Follow Lucy on Instagram here.

Interview by Dan Flay


bottom of page