Photo by Sebastian Smith
When Ayoka Lucas has an idea, she turns it into an action. Her drive, determination and love for style has netted her a thriving career in the fashion world, so we chatted with her about some of her tips for conquering the industry. She gave us a look into her busy schedule, and talks about how she came up with the idea to launch Charleston Fashion Week and her website StylePublic.
Q: Tell us a little about how you got started in fashion, your work as a stylist and where you got the idea to create StylePublic!
A: When I was in college and on a student budget my roommate and I used to shop at thrift stores only. When you don’t have much your creativity sky rockets! People use to compliment me on my ‘creative’ ensembles and I began to suggest that I could pull looks together from their wardrobes. My best friend took me up on that offer and a few others followed suit. A stylist was born! When I moved back to Charleston I would pitch fashion ideas to any and every publication that would listen. I got my first gig with Charleston City Paper as a nightlife columnist and would include style every chance I got. I then got a freelance gig with Charleston Magazine and the rest is history! As far as StylePublic is concerned, many people were suggesting that I start my own fashion magazine. I document everything–through photos or on social media–and I thought since I had a strong following I would take the idea of documenting the world around me and celebrating people even further. Then the vision came! I feel like I’ve been very public for many years and have gained great press and accolades, but I never felt that it should be all about me when I know so many rock-stars who just didn’t have the recognition. StylePublic is my shout-out to those people.
Q: You have since left your role at Charleston Magazine. Where is your focus now?
A: After nine years as the style director for Charleston Mag and Charleston Weddings Mag, I went freelance last July and launched my own brand as a fashion stylist and consultant. I continue to work with both publications as the contributing style director and maintain my roles as style director of Charleston Fashion Week. Since going out on my own, I have worked on numerous ad campaigns, lookbooks and fashion events, and held a brief position as costume buyer on the soon-to-air CBS show Reckless. In May, my co-creator Hunter Boone and I launched StylePublic, which is defined as a culture club with public access to exclusive stories narrated by global ‘cool kids’, trendspotters and style insiders. I always felt that I’ve had the honor of meeting so many amazing people, so I wanted to tell those stories and then have those people tell the stories of the people in their world. It’s all about collaboration and community–and style of course! I always define style as how you use art, music, fashion to define who you are in life.
Q: Tell us more about your role in launching Charleston Fashion Week!
A: In 2006 I literally had a dream about a fashion week in Charleston! I went to my publisher at Charleston Magazine and said ‘I have this seriously crazy possibly ridiculous idea’. He listened and the magazine got completely behind it. I really wanted people in my neck of the woods to know what it felt like to experience runway and the true integrity of fashion. I guess I selfishly wanted everyone to love fashion as much as I do–and at the same time it was a call to see what retailers had to say and who was the emerging talent in modeling and design, as well as who was aspiring to climb the fashion ladder. We are now in our eighth year with a laundry list of success stories, and the CFW team works 11 months of the year to make this all possible. We see over 35 states represented in our ticket holders, brought over 1.7 million into the community and we have acquired the nickname ‘The pathway to New York’ as we bring in some of the top fashion industry leaders in the world! It’s incredible to think we are on a national radar and have been compared to some of the leading fashion weeks by press.
Q: How does social media impact your website and your everyday tasks?
A: I live on social media, because quite frankly if you don’t have this presence you don’t exist. If you want to make moves you have to make noise! Since I have a nice amount of followers I really use social media to document milestones of my days, weeks, life so I can be relevant to people and possibly inspire others. As a fashion editor you have to be a trend-tracker, so I often share that info with my followers as well. I also give fashion tips and answer fashion questions via my Twitter account. I’ve had the opportunity to do some big promotions through these outlets for Smartwater, Carolina Style Magazine and others. I approach my Instagram page as a work of art and follow others for inspiration. I use Instagram to also build a following for StylePublic.com. What did we ever do before social media? But still, I believe in this industry the most important thing is networking in person at the right functions and with the right people–and then tweet about it!
Q: What does a regular day look like for you?
A: What is a regular day? I don’t think I have those! Every day is an adventure. For example, on Monday I hid in my home office and tried to catch up, answer emails and work on StylePublic. Tuesday was all about conference calls and an impromptu birthday party for my partner in StylePublic. Wednesday, I went to a number of Charleston Fashion Week meetings and signed a major contract. Thursday was spent pulling looks for several upcoming events and blasting out a new feature on StylePublic on RewindNYE. Friday I spent the day on a ‘Fashion Insider’ feature photo shoot, and then had a creative meeting with an NYC photographer in a tattoo shop while getting my finger ink touched up (true story). So, a regular day doesn’t exist in my world. If I’m not on set or working on the mags and StylePublic or in meetings or at social events, then I’m planning and conceptualizing world domination one fashion step at a time! I balance it all by meditating, yoga, Krav Maga and hip hop dance class and making sure God is always include in my thoughts and approach on life.
Q: What are some of the best opportunities you’ve had being in the fashion media industry?
A: I have to start with the opportunity that Charleston Magazine gave me to allow me to present my vision for Charleston Fashion Week and get behind it to bring it to fruition! I’ve been blessed with many wonderful opportunities. Some of my favorite moments have been attending New York Fashion week for the past seven years and getting to meet and work with Fern Mallis (creator of NYFW) and so many amazing people that I admire like Cameron Silver, Derek Blasberg, Chris Benz, Christian Siriano. I met one of my most favorite people in the world, my BFF and Project Runway All Star designer Mychael Knight because we brought him in as a guest of CFW. I can’t describe the wonderful friendship and memories we have made since then! However the highlight of all of these opportunities is when someone tells me that I have helped them or inspired them in a positive way through my career. I recently spoke to students at the Art Institute of Charleston and one student in the process of asking a question started to cry as she described how my career had encouraged her. I have to say something like that is the best perk of my job.
Q: What are some of the most challenging aspects?
A: Anytime you are a creative you constantly face challenges of needing to grow and progress, and to create. Sometimes this means taking a risk and putting yourself out there to see if your instincts are right. The challenge is knowing how to be fearless, or at least move forward afraid. My personal challenge is managing all the info coming my way from emails to texts. It’s a natural part of multi-tasking which I have to do and at the same time be a human. The more you progress in this industry the more egos you face and that can be an obstacle. But I am a strong believer that you can still be a good person and still have success.
Q: What are you PR pet peeves?
A: Ego is one of my top pet peeves. Also imitation as opposed to inspiration.
Q: Any tips for PR professionals who want to get in contact with you?
A: To see my work, sizzle reels or for booking contact me through AyokaLucas.com. For more info on the style news site contact me at StylePublic.com.
Find Ayoka on Twitter, Facebook, LinkedIn, Pinterest and at StylePublic.com.
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