Elle Ferguson is a global digital influencer and entrepreneur, as well as being the
owner and Creative Director of ELEFFECT. Having worked with the likes of DIOR, REVOLVE, Quay Australia,
TRESemmé, Billabong and Ouai to name a few, Elle has also featured on the covers of Cosmopolitan,
Cosmopolitan Bride and Gritty Pretty.
She was also the Cosmopolitan Woman of the Year – Fashion, Social Media in 2017.
FBI: You were one of Australia’s original fashion content creators.
When did you realise that sharing your style online could become a career?
Elle: I don’t think there was one defining moment. When I first started, Instagram wasn’t a career path,
it was just somewhere I genuinely loved sharing what inspired me.
Over time, I realised people weren’t just following because of the outfits.
They were following because they trusted my point of view. Once brands started approaching me and
I saw that authenticity could become a business, I realised there was an opportunity to build something much bigger than social media.
FBI: You’ve built successful businesses with ELEFFECT and FELLE.
What’s the biggest lesson you’ve learned about turning a personal brand into a business?
Elle: A personal brand might get people through the door, but it won’t keep them coming back.
The product has to stand on its own. I’ve always been obsessed with creating products I genuinely use and believe in,
because your audience can tell the difference. Trust takes years to build and seconds to lose,
so I’ve never wanted people to buy something because it’s mine. I want them to buy it because it’s genuinely great.
FBI: Which city has had the biggest influence on your personal style and why?
Elle: Paris. Every time I’m there, I’m reminded that great style isn’t about chasing trends.
It’s about confidence, quality and knowing what works for you. There’s an effortless simplicity to the way Parisian
women dress that I really connect with. I’ve definitely become more considered over the years,
investing in timeless pieces rather than constantly looking for what’s next.
FBI: What advice would you give fashion students who want to turn their passion into a successful career?
Elle: Focus on developing your own perspective instead of trying to copy someone else’s.
The industry doesn’t need another version of what’s already working. It needs people who bring something different.
Be patient as well. The best careers aren’t built overnight. Keep creating, keep showing up, be open to opportunities and
don’t be afraid to evolve. You don’t need to have everything figured out from day one. You just need to keep moving forward.
