Catching Up with Elbee: FQ’s 2025 Content Creator of the Year
Her vibrant style and honest voice have built a community of over 150,000. She's also just won Fashion Quarterly’s 2025 Content Creator of the Year!
Elbee (Lauren Brodie)'s content proves joy, creativity and confidence matter more than any rulebook. We sat down to reflect on the journey and her vision for the future of fashion in Aotearoa.
No Sad Cowboys: Congratulations on being named Fashion Quarterly’s 2025 Content Creator of the Year!
How did it feel to hear your name called, and what does this award mean to you personally and professionally?
Lauren: Thank you! Honestly, it still feels like a dream. I have always wrestled with a (slightly unhealthy) dose of imposter syndrome, so the award has been a beautiful acknowledgment of the reach of my creative endeavours and the impact they are having beyond the tiny glowing screen.
NSC: Fashion has clearly been a powerful part of your own journey.
How has your relationship with style evolved over the years, and what role does it play in your everyday confidence?
Lauren: In my early twenties, I had pink hair and experimented with my style with reckless abandon. Then somewhere along the way, I slipped into beige minimalism. For some, that’s effortlessly chic; for me, it was more about shrinking into the background.
Finding my way back to colour felt like finding myself again. Now, what I wear directly ties to how I feel: some days are bold and out there, while others are low-key and comfy. It’s less about impressing anyone else and more about communicating with myself – whether that’s “let’s smash this” or “today calls for chill.”
NSC: When you think about your role as a content creator, what impact do you hope to have in the wider fashion community?
Lauren: Fashion is for everyone! I’m mid-30s, mid-sized, a mum, with no formal fashion background – and yet here I am, proof that creativity and confidence matter more than any demographic. I hope my journey shows others that they don’t need permission to express themselves.
“The more diverse the voices, the stronger the fashion community becomes.” – Lauren
NSC: When life gets busy, how do you find balance, and what keeps you inspired?
Lauren: Here’s the truth: “balance” is a myth! Instead, I prioritise what fills my cup – family, friends, creativity - and learn to say “no” to the rest.
Inspiration comes from pushing myself to try new things and being okay with failing (sometimes very publicly).
Honestly, the difference between someone who “makes it” online and someone who doesn’t is often just that one hits the record button while the other is still planning. You’ve got to do the thing, not just think the thing.
NSC: You are known for your perfect ring stacks!
What do you look for in rings and accessories, and when’s the right time to take the plunge and invest in a piece?
Lauren: Thank you! I feel so lucky to collaborate with incredible designers, both locally and internationally. When it comes to investing in a piece, I follow the 3–4 week rule – if I’m still thinking about it after a month, it’s not just a dopamine hit; it’s time to change the relationship status and let the parents know it’s true love.
I also consider how the materials fit my lifestyle (these mum hands are not just for Instagram photos!) and whether the piece carries personal meaning, like a birthstone.
And whenever possible, I source locally – supporting the talent in our own backyard makes everything shine a little brighter.
NSC: Your wardrobe is full of treasures.
What’s one piece you own that carries a special story for you right now?
Lauren: Last year, I went on my first ever brand trip, which was the biggest pinch me moment ever (I had to check several times it wasn’t a scam email!). Coming from Wellington, where things are wonderfully lowkey, it felt like stepping into another world.
On that trip, I visited a GANNI store in person for the first time (my dream brand!). I’d saved a little spending money and treated myself to a beautiful top that now hangs proudly in my wardrobe.
Every time I wear it, I’m reminded not just of the trip, but of how far I’ve come.
“You’ve got to do the thing, not just think the thing.” – Lauren
NSC: Looking ahead, what excites you most about the future of fashion and content creation in Aotearoa?
Lauren: The more diverse the voices, the stronger the fashion community becomes – and Aotearoa has so much talent to showcase. I’m excited to see us keep carving out our own, authentic narratives.
Of course, there’s still plenty of mahi to do, which is why it’s so important to support the people driving change: shop local, follow Kiwi creators, and uplift those pushing for a more inclusive, creative, and sustainable industry.
The future is brighter when we all shine together!
Lauren shows that confidence isn’t about following rules, it’s about writing your own. We’re so proud to have her as part of the No Sad Cowboys crew and can’t wait to see what she achieves next!
To see more of Elbee, visit her on social media or check out her talent page.
