Former Beauty Directory editor launches website focused on lifestyles of influencers

Journalist Yelena Fairfax has launched a new fashion, beauty and lifestyle website, Husskie, which features content surrounding the lives, shopping habits and careers of influencers.

Yelena Fairfax launches new website Husskie

Fairfax: “I want the site to be a place that people can visit to feel inspired and empowered”

Fairfax finished up as editor of Bauer Media’s Beauty Directory in October after two years and previously also worked at OK! Magazine.

During her time with Beauty Directory the site launched its own influencer network, with her time in the industry helping her acquire the contacts to launch her own site based around influencers.

With a growing trend in aspirers and influencer marketing, Fairfax noticed an increase in traffic on influencer-based articles which led her to turn the movement into a website, noting “nobody considers new media and traditional media as being different anymore.”

“The publishing model has changed so much that influencers have just as much call and just as much say. Before, at events [influencers] may have been at the back table and now they’re actually presenting at the events, that’s how much it’s changed.”

Fairfax told Mumbrella she plans to integrate her content, collaborating with brands with advertorials and partnering with influencers and their sponsors to create relevant content which gets the brand’s message across the same way their influencers do.


Fairfax: “Nobody considers new media and traditional media as being different anymore”

She hopes Husskie will become “a one stop hub where people can come and find out everything that they want to know about influencers and get snack-bites of information in the morning.

“I really want the site to be a place that people can visit to feel inspired and feel empowered,” she said.

Fairfax defined an influencer as someone who has a following that mirrors what they do and engages an audience.

“It doesn’t matter if you have a smaller following if that following watches what you do, engages with what you do and tries to emulate what you do,” she said.

The website was launched yesterday displaying interviews with They All Hate Us fashion bloggers Elle Ferguson and Tash Sefton, Collective Hub founder Lisa Messenger, lifestyle influencer Li-Chi Pan and more.


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