Monthly Archives

October 2015

Travel & Places


October 22, 2015

LedByLucy-Berlin-Autumn (3)

ledbylucy-gordes-autumnBerlin spoiled me rotten this summer with the most glorious sunshine every day. As a result of the hot weather I have been biking everywhere and so I was less than impressed when the Autumn showers suddenly sprung upon us. Although the rain can be annoying, I am enjoying the stark contrast in seasons. This feels like the most vivid Autumn that I have ever experienced. It helps that I live really close to a huge forest, so every weekend we go for a bike ride and see the leaves change from green to orange. As we are so new to this city we don’t ever want to waste any time indoors. We just want to get out there and explore.

Ayten from The Berlinner Post and I had arranged to go out to Kreuzberg for the day to work on a photography project. Ayten loves it there because it is a creative center of Berlin with a great mixture of art and street-life. The rain that day just wouldn’t stop but we didn’t let it stop us. We took shelter in Knofi, a Turkish bakery and restaurant which has totally embraced Autumn. It is so cozy with fluffy blankets, baskets of pumpkins and a deli counter overflowing with freshly baked patties, falafel and tiramisu. I am desperate to go back there and show Nick.

LedByLucy-Berlin-Autumn (10)LedByLucy-Berlinner-PostThe photographs of me in this post were taken by The Berliner Post, you must check out Ayten’s Instagram page for a daily dose of fantastic Berlin photography.

Suggested Post: Müggelsee Lake


Lifestyle and Interviews


October 15, 2015

SEDGE Beswick-LedByLucy-ASOS-Interview-1 I love ASOS. It comes in particularly handy when I’m racing against time to find the perfect fashion fix for an impromptu party. My first step is to look up my ASOS stylist of choice @ASOS_Megan on Instagram to see what she’s been wearing lately, perhaps drop her a tweet if I can’t find the link, then I’ll have a quick browse at the ASOS #AsSeenOnMe hashtag for further inspiration. With next day delivery I can have a quick office fashion show in the morning, select my favourite and return the rest for free. Voilà, I’m all kitted out.

Wowzers, social media has completely changed the way we shop. But who is behind it all? Queue Sedge Beswick, Global Senior Social Media & Stylist Manager at ASOS. I caught up with Sedge to find out more about her role, the pressures that come with managing a 3.3 million strong Instagram account, her career highlights, overcoming #EpicFails and how you too can tweet your way to success…

Tell us a little about your journey to becoming Global Senior Social Media & Stylist Manager at ASOS

I can’t lie, it’s been a pretty fun journey. I actually got into social via a social competition! The entrants had to see who could get the most Facebook friends onto one page within a week, my page was called “Sedge’s Seriously Social Page” and with 8K followers in 7 days, I came in second… and as the lyrics go, “The winner takes it all”. The winner threw an epic competition for Three UK and I thought that was that.

Whilst at university in Nottingham I organised events at a club with a brand strategy that focused on secrecy and mystery. Social played a lead part in the events as it gave us an opportunity for consumers to discover more about the brand, outside of club hours and online. The event was a huge success and off the back of it, I was asked to go to Pretty Polly for 3 months to set up their social. A day or two after graduating, Three UK called and explained that they were setting up a social team, off the back of the competition and my crazy Facebook competition, the winner didn’t take it all, I was offered my first full time job.

Three was incredible, it taught me a ton and most importantly, about the world of mobile which is imperative in today’s world. I had two very geeky years at Three before moving back into the world of fashion (my degree was in Fashion Marketing and Communications at NTU), I’ve nearly done four years at ASOS now, it’s been superb for my development and progression. I’ve learnt a lot and had a few epic fails along the way, that of course, is the joy of social.

ASOS has 3.3m followers on its Instagram feed alone, it must feel daunting to manage such a large account. People are often afraid of using social in case they make a mistake or get it wrong. What do you say to that?

Mistakes are proof that you’re trying! We try to be as relaxed as our 20somethings are when they’re posting onto social, there’s no million and one sign off processes. Social is supposed to be fun, we inject the same level of fun and enthusiasm into our content. I have, however, had one of my biggest social faux pars on ASOS’ Instagram – I was at the NFL, few beers in when I had the “I’m supposed to be looking after ASOS’ Instagram fear. I took my phone out, quickly regrammed a picture of a girl in ASOS jeans with her dog. Threw my phone in my pocket, relieved that I’d remembered to post and carried on drinking/enjoying the game. At the end of the game, I took my phone out my pocket again and felt like Beyonce – I’ve never, ever received to many texts, tweets, WhatsApps, calls… I’d made an epic typo. Instead of saying “Nice ASOS jeans, cute dog too – can we borrow him?”, I’d put “Nice ASOS jeans, cute dog too – can we bottom him?”. Not my finest moment, the call to our customer care team was an interesting one. BUT, we’re only human – these things happen.LedByLucy-Sedge-Beswick-ASOS-Interview-Social-MediaWhat is a typical day like for you at ASOS?

Typically, there’s no such thing as a typical day. ASOS still has a very start up mentality so there’s lots of buzz and excitement, all day, every day. That also means that there’s always a hell of a lot to do so you’ll often be pulled in different directions to deliver the absolute best thing for our 20something audience. A typical day has a lot of meetings, a lot of Diet Coke and the occasional N-Sync song blasting out from someones Spotify account.

What has been the highlight of your career so far?      

Ooo, good question! My biggest highlight was being invited to Number 10, Downing Street to host what they call, an “Inspiration talk” to their digital teams. It was amazing to be invited (& of course, to get the picture outside the door!).

What advice could you give to bloggers that would like to work with ASOS?

Get a social channel, that you love, and keep it up to date. You don’t have to be interested in Fashion, we’re looking for people who are huge lovers of social and really understand the platform, and understand the amount of time it takes to define your tone of voice, create content, engage with your community. I am the ultimate social stalker when I’m recruiting, the worst is when people either don’t promote any social handles or when they do promote them and they’re completely redundant.

I have a real passion for educating people on social, and careers in social so I’ve written a book, 140 Ultimate Twitter LOLs, which is aimed at students and I often mentor and lecture at universities across Europe (currently typing whilst stranded in Florence due to a storm, post talk).

Favourite Instagram profiles and blogs to follow and why?  

I’m all about Instagram, that’s my platform of choice. My favourite accounts are:

  • ASOS_Ashley: Okay, I’m biased but there aren’t enough great streetwear and menswear Instagramers out there. Ashley has a real eye for a strong pair of sneakers.
  • FatJewish: No explanation needed, just look at the feed. That guy has me in stitches, daily.
  • SRSLYsocial: Also, biased but I’ve just launched a t-shirt company focused on social slogans, we’ve got 9K followers in 9 weeks so I’m pretty chuffed and our engagement rates are amazing, our first line sold out in 24 hours. If you haven’t seen the tees yet, check ’em out here.
  • FashionGrunge: Mainly because I’m Kurt Cobain obsessed but also because this account has such a clear aesthetic and interest (that obviously taps into my own).

SEDGE Beswick-LedByLucy-ASOS-InterviewFor those of you that are new to LedByLucy you may want to have a nosy at the People and Projects section of my blog where I regularly feature interviews with inspirational women working within the creative field. You may also like the Fashion and Beauty section which does what it says on the shoe box😉

Fashion & Beauty


October 7, 2015

LedByLucy-ASOS-DressLedByLucy-ASOS-Dress-2Do you have different soundtracks that remind you of certain points in your life? ‘5 Years Time’ by Noah And The Whale feels so apt for me right now. My boyfriend and I used to listen to it when we first got together and wonder what the big wide world had in store for us. We recently celebrated our six year anniversary together and ‘5 Years Time’ just popped up on Spotify after not hearing it for all those years. The memories just came flooding back and we were transported to the start of our relationship.

It’s fun think about where we were six years ago and where we are now, the things that have changed and the things that have stayed exactly the same. It’s also fun to imagine going back in time and asking past Lucy and Nick to guess where they think they would be in six years time. I think we would be pretty happy to hear what our futures had in store for us.

Wearing: TopShop Womens TALL Soft Bonded Trench Coat/ASOS Double Layer Button Through Jaquard Mini Dress/Dune Two Part Block Heel Leather Sandal (similar)/CRU London Willow Weekender Tote bag (use CRU15LBL20 for 20% discount for LedByLucy readers)

Suggested Post: Chester Stopping To Smell The Roses

Fashion & Beauty


October 1, 2015

This is a little hair tutorial for volumised waves with a mini beehive, my go-to party look. My hair is so thick that I used to get half way around my head with curls and then wish I had never started but now I have a speedy routine and I love doing it!LedByLucy-HairStyle-1LedByLucy-Hairstyle-BangsStep 1: Apply heat protector and styling products to towel dry hair and then blast with the hair dryer. Step 2: Section your hair off into two layers and curl. I tend to curl one and a half inch sections for around seven seconds and then release. Step 3: Run your fingers through the curls to separate and create a more natural look Step 4: Take the top section and tease. Step 5: Place the bump it under the top section and arrange the hair to cover it, smooth the hair around it and then pin in place. Step 6: Voilla! You are finished! Add a little hairspray if you need it and a bow to cover up the bobby-pins.

LedByLucy-Fashion-Blogger-Hairledbylucy-hair-tutorialHere is what I used: Left: Davines Melu Shampoo and Davines Melu Hair Shield This organic shampoo is really creamy and leaves your hair feeling soft and light. The heat protector doesn’t leave any residue in your hair which is ideal for styling. They are more expensive than drug store products but whenever I use them someone will compliment the condition of my hair. Center: BumpIt and Schwarzkopf got2b All Star 10-In-1 Styling Treatment BumpIts are handy to keep in your dresser for volumised looks like beehives. Right: Superdrug Tail Comb/Boots Blending Hair Grips/Remington CI96Z1 Silk Waving Wand

Suggested post: Ibiza Brights