How Erika Fox Turned Her Blog Into A Full-Time Job

Photograph via Retro Flame

We caught up with the fashion and lifestyle blogger about her latest projects

Picture this: You’re scrolling through Instagram, and you come across a photo of a fabulously dressed girl wearing a coat you’ve been eyeing. You click on her profile to discover that she is a full-time personal blogger and you think to yourself, “Wait, how does that work, and why isn't that my job?”

The blogger in question is 25-year-old Erika Fox, the girl behind the blog Retro Flame. Originally from Kerry, Ireland, Fox moved to New York a little over two years ago after spending summers in the city interning for companies such as Whitney Eve and Refinery29.

This past year, Fox has gone full-time with her blog and has expanded her site, her social media presence, and even brought on a new member of the Retro Flame team, her sister Kailen. Below, we asked Fox some of our burning questions about the day-to-day life of a blogger from how she plans her social media posts to her goals for the upcoming year to her favorite coffee place in her neighborhood. 

On how her blog has changed over time
Retro Flame, back in the day, started as just a fashion blog. But I think as I grew up a bit and moved away, it became more lifestyle. So it's not just outfits anymore, it's life. And it wasn't like I sat down and made this a strategy, it just happened organically. When I started my blog, I was 19, and now I'm 25, so I think as I've grown, my blog has grown with me. I've moved countries, and I've moved apartments—it just creates content without even thinking. And for me this year, the most popular of all my content was the interior stuff—who knew?! People went crazy for them, and I still have loads more to post. I've never had a category before where people asked me when it's going to be up. With fashion posts, people don't ask you, "Okay, when is this outfit going to be on your blog?" But with interiors, it's like, "Hey when are you doing the bedroom showing?"

Biggest challenge so far
YouTube, hands down—I think people go into it, and they're like, "Yeah, okay, get a camera, start talking." There is so much more—there are the lights, getting the equipment, tripods, speakers, and then you have the editing. There's so much involved. But I have to say, though, it's really rewarding. When you get your video published—that feeling is great. It’s a lot of work, but I'm seeing a good response so far, which is nice.

Her first time doing Vlogmas (posting videos every day of December leading up to Christmas)
It's very day by day. At this point, I try to literally vlog every single day. My main aim for it was to just get into Youtube, get into the swing of things, and just kind of start getting used to it and comfortable. The year went so fast—I didn't do as much as I wanted to do, so I was like, “You know what? One more month left [of the year], I'm going to vlog every day just to practice and get better.” So it's very me, very real. Literally what I'm doing every day. I love watching vloggers—it's part of my routine, and I think it's the same for other people as well. So it’s a chance for people to get to know me better during December.

On social media
I always try to vary it, so if I'm putting up an interiors post, the next post is fashion, and the next one is New York. I love Instagram but forget to do the stories because that's what Snapchat is. Snapchat's just easy—that's where you get real. I even noticed some bloggers, they're different on Instagram Stories than they are on Snapchat. Like, "That's not how you are on Snapchat, go back to yourself again." Snapchat's definitely easier and quickest, but for example, during Vlogmas, it's tricky cause usually Snapchat is my daily Vlog. But now that I'm doing daily videos, I'm trying to make the content on Snapchat on Youtube different. I probably would've never looked into Youtube if it weren't for doing Snapchat first. I think by being on Snapchat, and being able to be yourself, people actually see the real you, and I think that they can relate to you more.

On staying motivated
This morning I woke up, and I was so tired after a late night editing the vlog. But we had promised a gift guide on Retro Flame [the next day], so I jumped straight into that. Then I also have to Instagram and then I also had a picture due for a brand I was working with, and I was like, “Oh my god where do I even start?” But I feel like everyone goes through that, not only in blogging but in every job. I always think like if you're not panicked and overwhelmed, you're not doing it right. I've always had a good work ethic, but ever since I moved to New York, it's just doubled, because it has to. Everyone is so enthusiastic and motivated here that, like, if you're not it's get left behind.

Misconceptions about blogging
I think when I went full-time with my blog, I think people were like, "How is she making a living? Are her parents just like giving her money?" I didn't quit my job until I had enough savings to get me through the next year. Like, I'm not stupid, I live in Manhattan. You have to always have a backup. I think people have that misconception, and I think they don't understand, and I think that's a misconception—that we get it easy. The other misconception is that we don't work basically. I think people genuinely think we just swan around events and get free stuff. That's obviously amazing, and there are so many fun parts of blogging, but honestly, at the moment, Monday through Friday, I am four days at my desk and one day I’m at meetings and events. That's the ratio at the moment. For Vlogmas, I'm going to make an effort to do more stuff than that. People can be very judgemental. But it is what it is. I'm lucky at Retro Flame because I actually have really supportive followers.

Favorite spots on the Upper East Side?
Maison Kayser—they have really good chocolate almond croissants. I also like Nespresso on Madison Avenue. Nespresso is my favorite coffee, so I kind of go there for a treat every now and then. I love just grabbing a coffee and going to the park. And also Le Pain Quotidien, Emack and Bolio’s, Candle Cafe, and Taqueria. When I get out of my neighborhood, I love to escape to Dumbo in Brooklyn. There's such cute little places, and the view is amazing.

Biggest regret in blogging
That I didn't hire somebody earlier! I felt like I could do it all myself for so long, and, in theory, yes I could do it but you can do more if you have help, and I didn't realize that in a way. And it's been lovely to have Kailen help bring new content to the site, and she's into beauty—she used to be a makeup artist for M.A.C, so she's really knowledgeable on all of that stuff. It's nice having kind of another pair of eyes on things, and she also helps me with emails and all the admin stuff too.

Looking back on 2016
[At the end of] every year, I do a recap post. At the beginning of 2016, I did a blog post about my goals for the year and I literally wrote them out in the blog post. A couple of big things definitely got done. I think women are so hard on themselves these days because of social media, and you're seeing what everyone else is doing, and you're seeing their fancy lives. It's easy to belittle your own in comparison, but you have to sit down and be like, "Okay, I've done stuff too." It’s totally fine. Everyone's in a different situation, you know? So yeah, I'm definitely going to do a reflection post. I might even do a video. I can’t believe it’s almost over. Like, this year, I quit my job and I went full-time on Retro Flame, so it’s been kind of a crazy year.

Goals for 2017
For me, I want to focus more on the Retro Flame brand rather than constantly promoting other brands. And I know we have to make a living, that's obviously how we do it, working with brands through blogging but I think a lot of bloggers forget, you have your own brand as well. You have to take care of that, and I think if you're constantly working with different brands every day and every week, your readers are like, “Enough is enough.” I think keeping that good balance of your own stuff—and obviously, I work with brands that I love and that I’ve worn for years, so those partnerships are absolutely the dream for me—but, I think, shying away from these random one-off things. Readers are smart, they can see through it. They're like, “You're just getting paid to post that.” So I think that's a big lesson I've learned this year as well.

Favorite saying
“The harder you work, the luckier you get.” There is definitely luck involved, but it’s the hard work that gets you that luck. Especially here, in New York, there's so much you can do. That's why I moved here, and that's why I don't plan on leaving anytime soon—whatever your crazy idea is, you can do it.

For more on Erika visit her blog and follow her on Instagram.

Photo by Dimitrios Kambouris/Getty Images for The Met Museum/Vogue

"I am honored to share this bonding experience with my own daughter"

In a heart-warming Instagram photo, Serena Williams shares the history of hair braiding and the importance of the tradition. The tennis player shared a photo of herself braiding her daughter Olympia Ohanian's hair and spoke about how "honored" she was to be able to "add another generation" to the tradition of the practice.

The photo shows Williams attentively braiding her daughter's hair while Olympia smiles, obviously loving the experience. Williams noted that hair braiding was created by the Himba people in Namibia, Africa, and that "we have been braiding our hair for centuries." "In many African tribes braided hairstyles were a unique way to identify each tribe," she continued.

Williams pointed out that braiding is a bonding experience. "People would often take the time to socialize," she wrote. "It began with the elders braiding their children, then the children would watch and learn from them. The tradition of bonding was carried on for generations, and quickly made its way across the world."

Williams closed her post with a sweet message about her daughter, saying that she's "honored to share this bonding experience" with her.

See the post, below.

Courtesy of Adidas

The Stan Smiths are a must-have

Adidas just shared its capsule of sneakers paying tribute to Keith Haring, and TBH I can already feel my wallet emptying (and they're not even on sale yet). The new collection features three shoe silhouettes, all including the late artist's iconic imagery as embroidered designs.

The standout style of the collection is the Rivalry hi-top; with bright blue and orange stripes and piping along the edges, Haring's stars and cartoon bodies, in black thread, pop right off. If you're looking for something less over-the-top, the quirky white Nizza Hi RF sneakers show a snake wrapping around the back of the shoe and chasing one of Haring's cartoon bodies toward the toe. There's also a minimal embroidered design on the toe of a classic Stan Smith pair. Look a little more closely at the tongue though, and you'll notice the traditional image has been swapped with a caricature of Haring himself.

Peep the three silhouettes, below, and set your calendar for the official drop at the end of the month.

Adidas, Rivalry Hi Keith Haring Shoes, $120, available at Adidas starting at 10am EST on June 30.

Adidas, Nizza Hi RF Haring Shoes, $120, available at Adidas starting at 10am EST on June 30.

Adidas, Stan Smith Keith Haring Shoes, $120, available at Adidas starting at 10am EST on June 30.

NYLON uses affiliate links and may earn a commission if you purchase something through those links, but every product chosen is selected independently.

Photos by Frazer Harrison/Getty Images, Pascal Le Segretain/Getty Images

Hopefully this one will be typo-free

In an Instagram Live on Thursday, Taylor Swift announced that she would be creating a collaboration with fashion designer Stella McCartney inspired by her upcoming Lover album. Although she kept it vague, we can only assume that the two are working on a collection of luxe merch.

Swift noted in the announcement that she has been friends with McCartney "for a really long time," and that the designer already heard the new album. "I respect what she creates, how she creates it," Swift continued. "There's so much whimsy and imagination and romance to the clothing that she designs." Swift has been wearing McCartney's designs "a lot recently," so maybe we should have seen the collab coming.

One eagle-eyed fan pointed out that Swift wore Stella McCartney rainbow-hued shoes during her Wango Tango set. If the collab is anything like these shoes, you can bet I'll be copping it as quick as I can.

Swift detailed in her Instagram Live that the album Lover would be all about romance, which makes McCartney and her feminine designs perfect for the collaboration. We just hope that this collection doesn't have any typos, like some of Swift's "ME!" merch did.

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Photo by Kevin Winter/Getty Images

And spreads the message that "we all got crowns"

Late on Thursday, Taylor Swift dropped a new single, "You Need To Calm Down," and announced her forthcoming studio album, Lover, out this August. Following her lead single "ME!" Swift continues to spread her message of self-love and call out haters—particularly the homophobic ones—in this latest song.

Swift "ended homophobic locals," as one fan put it on Twitter, with one particular lyric: "'Cause shade never made anybody less gay."

Along with the song, Swift shared a lyric video via YouTube which made her sentiments even clearer. With her lyric, "Why are you made?/ When you could be glad?" she spelled "glad" as "GLAAD," referencing the queer media advocacy organization.

Swift sings of homophobic protestors in the second verse: "Sunshine on the street at the parade/ But you would rather be in the dark ages/ Makin' that sign must've taken all night." In the pre-chorus, she adds, "You just need to take several seats and then try to restore the peace/ And control your urges to scream about all the people you hate."

Swift additionally comments on women being pitted against each other—"We see you over there on the internet comparing all the girls who are killin' it"—asserting that "we all got crowns." There's nothing trolls can do to rain on her parade anymore.

One fan pointed out the possible symbolism of the crown lyric. In "Call It What You Want," track 14 on Reputation, she sings "They took the crown but it's alright." Now on "You Need To Calm Down," track 14 of Lover, she sings that there's not just one crown—we all have them.

Some fans are pointing to the double meaning of the track title. If I had a dollar for every time someone said those words to me in a totally condescending way, I'd probably be richer than her! What woman hasn't been told to calm down about an entirely not-calm situation or while expressing their distaste?

During Swift's live stream for the release of the song, she also announced a fashion collaboration with designer Stella McCartney, a peek of which we got during the singer's WangoTango performance.

Lover is set for August 23 release.

Credit: Frederick Elmes/ Focus Features

"I was like, 'Did I sleep with this critic's girlfriend, or what?'"

The day I meet Jim Jarmusch, the sun hangs so bright and hot and yellow and solid in the sky that it's hard to believe that it will actually set at night. It's one of those New York June days that suggests we might be in permanent daylight; it's got a completely different feeling than the crepuscular atmosphere of Jarmusch's latest film, The Dead Don't Die, which takes place in a small town in what feels like one long twilight, maybe the last one.

But for today, Jarmusch and I are sitting at a table in a sun-filled restaurant, though we're in the shade. We're in a part of the city that used to be very punk rock, and is now very NYU, yet being there with Jarmusch, who looks so at home, like he's holding court in the booth (it helps that Larry Fessenden, an old friend of Jarmusch's and a writer/director/producer/actor, who appears in The Dead Don't Die, happens by the table to say hi), makes the area feel a little punk rock again, even with all the sun.

The Dead Don't Die is a very punk rock zombie movie, by which I mean: It's not very scary, but it is very cool, and even when it's sneering, it's a little bit tender. Starring Bill Murray, Adam Driver, and Chloë Sevigny as a trio of small-town cops who fight back against a nascent zombie apocalypse caused by fracking, the film is cast with a who's who of Jarmusch regulars, like Steve Buscemi, Tilda Swinton, Iggy Pop, and Fessenden, to name a few; but it also features younger stars like Caleb Landry Jones, Selena Gomez, and Luka Sabbat—and there's a real earworm of a theme song, courtesy of Sturgill Simpson.

Below, I speak with Jarmusch about the movie, being a dilettante, and why he only reads his negative reviews—which is definitely one of the most punk rock things I've ever heard.

Photo by Gareth Cattermole/ Getty Images

This was filmed on a pretty condensed shooting schedule, right?
It was a very rough schedule. A very difficult one, actually.

We only had seven weeks to shoot, and we had to shoot Adam Driver out in three weeks because he had to be delivered to Star Wars, and the financing of the film was incredibly grueling and took a long time, so we were pushed so far that we had about one month of prep, and then three weeks with Adam. And then all these different actors coming in and out; I don't know how Carter and Josh, the two producers, organized it all. And then we'd shoot 15-hour days, and halfway through, I had walking pneumonia; I had two coats; it was 95 out; I was shaking. You know, just weird stuff like that. But it's all okay because we had such great people—our crew—everybody. And then, the visual effects were very taxing and complicated.

How did that all work together? Because there's more than one decapitated head.
Yeah, it's a mixture. First of all, we mixed prosthetics with makeup with masks for some of the zombie stuff, but all of those effects with the decapitations, we had to just imagine. So we had to choreograph everything and then only imagine kind of what it would be like, which was, for me, very abstract because I'm not very versed in visual effects. You know, you had to really kind of trust your instincts, because Adam Driver's chopping away with a machete with no blade.

It could've been a machete, it could've been a lightsaber, who knows? So, to what degree is this a sequel of Paterson with Adam Driver's character's last name being Peterson?
Well, I just do these things to amuse myself while writing, you know? Bill Murray in Broken Flowers was named Don Johnson, and in this, I gave him the name Cliff Robertson. Tilda Swinton's character is Zelda Winston. Rosie Perez is named Posie Juarez. You know, I'm just kind of amusing myself.

And Peterson, Paterson. While we were filming Paterson I was always teasing Adam that the next one, we would make was gonna be a sequel about a psychopathic murderous bus driver named Peterson. Tag line: "Get the fuck off my bus!" Or "Next Stop Hell!" You know, stuff like that. It's just to make them... I love trying to make Adam Driver laugh, because he has a very odd and wonderful sense of humor, but it's on the dry side, so I'm always joking around with him between work to try and see what makes him laugh.

But yeah, there's no sequel of any kind, and I don't think that way, and I don't plan, and I don't see my films from the past ever again. I just look toward the next thing.

Credit: Frederick Elmes/ Focus Features

What was the original concept for this? When did you start coalescing all of these different elements into knowing that you wanted it to be your next film?
Some years ago after Only Lovers Left Alive, Tilda kept teasing me, calling me, saying, "When do we do the zombies? When are we doing the zombies?" And in between I made Paterson and Gimme Danger, but then after those I started writing the zombie one, and my original conception was: I wanna make a film that's really funny and silly like Coffee and Cigarettes, where people talk about whatever nonsense I want them to, and I want to get actors I love, you know? So I thought, okay, if I make a zombie film, I can have a structure where different groups are cordoned off against the zombies, and the zombie attacks will be intermittent and not very long, so I'll have long lags where they're just stuck there, like in the house of The Night of the Living Dead, where they can talk about any kind of nonsense. So that was my first idea, and then when I started writing it, for some reason, I wanted to have a small town, Centerville, and I just followed my intuition, and it became this, I don't really know why beyond that.

What is it about small towns that make them the perfect setting for existential terror?
They're insular. They're kind of… everyone kind of knows each other. It's controllable by the characters. It's believable that everyone kind of know each other. I don't know. I'm not very good at analyzing that. And also, this is not a horror film because horror films use devices that are necessary to frighten people, like suspense, and then you get scared. We have no interest whatsoever in that. This is more of a metaphorical zombie film, but I would not call it a horror movie. It's a comedy with zombies with a kind of sad ending. Beyond that, I don't know what it is.

And horror nerds may not like it if they're expecting creepy, creepy, scary thing! They're not gonna get it. They're not gonna get that delivered to them.

What's interesting about it is seeing who fights back against this existential dread. Or, like, Chloë Sevigny's character, Mindy, doesn't fight, she is on her own separate trip, avoiding the end till she embraces it.
It's a character film. It's not even a plot film, really, although critics say that about all my films. But Chloë… it's a complicated thing, because when I first called Chloë, I told her... I wrote her a letter, and then she said, "Yeah, yeah I'd like to do this." And I said, obviously, this is not a feminist character. She's reactive. She's our sort of "Scream Queen." She screams like six times. But Chloë is the master of reaction, and I love watching her react.

She definitely feels like a stand-in for what a normal person would feel during these absurdist experiences, which is nice to have. It's not necessarily that you need a relatable character in a movie like this, but...
Yeah, but she's an empathetic human that's in a job with some authority, but in a small town where that means taking care of whatever, you know, as a police officer, pretty minimal [stuff]. There's not a lot of rampant crime or anything going on… or anything at all, really.

Credit : Frederick Elmes / Focus Features

A lot of people are going to be projecting tons of different meanings onto this film, like with all your films. To what level do you participate in that or pay attention to that? Or, once you're done making a film, is it just out there, and you just let people project onto it whatever they will?
I've always felt that anyone's interpretation of a film that I write and direct is probably more valid than my own. Because it's a funny thing, the beauty of films is going into a world—or a book or whatever—but going into a world that you don't know, and you are entering a world, and it takes you. And if you wrote it, and you were there filming it, and you're in the editing room every day for six months, the mix, and all that... I can never possibly see it. I like hearing what friends or people I know... I like Q and As after screenings because they have no agenda except their interest. I like that a lot, and I value that. I don't really like to read a lot of reviews unless they're really negative. I love the negative ones.

You do?
Yeah, because they must be very far from me in their perception of the world, and that is interesting to me. But I try not to read a lot...

I think you're probably the first person who I've ever spoken to who says they like to read the negative reviews.
I really like them. The worst one I ever got in my life, I laminated and used to carry in my wallet. It was a brief thing from a right-wing French [paper], maybe Le Figaro or something, of a film called Dead Man that we made, and they said—this is the English translation—"The French intelligence celebrates Jarmusch in the way death and blind parents would celebrate their retarded child. Jarmusch is 33 years old, the same age as Christ when he was crucified. We can only hope the same for his film career." I was like, Whoa! That is harsh! I'm keeping that one!

It gets personal.
But that was vicious. I was like, Did I sleep with this critic's girlfriend, or what? What happened? It was really... the knife was sharpened, you know.

That speaks to a very specific kind of agenda for sure.
A friend of mine Amos Poe, he's sort of a mentor of mine, a punk filmmaker, whatever, and when we were young when he made, in the late-'70s, one of his films—The Foreigner or Unmade Beds—the New York Times called it "the cinematic equivalent of kindergarten scribbling," and he put that on his posters and put "New York Times" and we were like punks, we were like, "Yes! Amos! That's great!"

I mean, it genuinely is a pretty great pull quote, and I think also a little bit oblivious to the charms of a kindergartener's scribbles and what the value is in that anyway.
Yeah, it was kind of accurate in a positive way, and they intended it as very negative.

In this film, there are so many actors who are veteran actors, but there are also a lot of younger actors. What do you like about the combination of that dynamic?
I just like the variety of sort of world perceptions—indicated in a very minor way when Bill Murray's character says, "I've known Hermit Bob since we were in junior high," and Adam's character says, "Oh, wow! That must've been like 50 years ago!" And Bill says, "Yeah. It was." But just the kind of difference of perception of age I find as I get older really interesting. And I'm very interested in young people, especially teenagers, because I think they form our sense of style, of music, of so many things, and yet they're kind of pushed around and treated badly and constantly told, "You don't know how the world really works! You're just a teenager!" But they gave us poetry. They gave us Mary Shelley and Rimbaud and chess masters, and all the great music comes a lot from teenagers. So I tried to keep a pulse, that's why the three teenagers, I would not let them turn into zombies. There are only four people [who don't get turned by zombies]: those three that are delinquents, and the Tom Waits character, who's already removed himself from the social order long before.

When the zombies become zombies, they all have one inciting thing that they're still pursuing in the real world. Do you have one thing that you think you would pursue if you were a zombie?
You know, it's hard because I'm a self-proclaimed dilettante. I'm interested in so many things, I don't know if I would be breaking into a bookstore, or if I would be in the alley outside of a movie theater, or if I would be trying to get into a guitar shop. I'm not sure. I have a lot of interests.

I mean there's a way in which it's a really tender portrayal of the human impulse to just seek out these things that they love.
It's not totally a critique; it's their vestigial memory of some things that they were drawn toward, whether it was power tools or oxycontin.

The Dead Don't Die is in theaters now.

Credit: Frederick Elmes/ Focus Features