Devon Lee Carlson: The It Girl
Entrepreneur, model, youtuber, and owner of one of the best closets I’ve ever laid my eyes on are a few titles used to describe Instagram’s it girl, Devon Lee Carlson. Her love of fashion began before she even entered the world of social media, and she attributes her current style to that of her 10-year-old self. Scrolling through her Instagram, you’ll find yourself inundated with baby tees, sparkly eye makeup, and one of the largest phone case collections you’ll ever see. Carlson’s rise to popularity began with an unlikely encounter with Miley Cyrus, who posted the phone case that Devon was sporting on her Twitter. The case just happened to be a DIY project by Carlson’s mom, which has since become a multimillion-dollar business and can be found on the phones of Bella Hadid, Emma Chamberlain, and Dua Lipa, to name a few. Wildflower Cases has become a full family affair, with Devon, her sister, her mom, and her dad running the business out of Los Angeles, California.
One prominent feature of Carlson’s closet which has allowed her to become an inspiration for so many is the sheer number of vintage, one-of-a-kind pieces that she owns. One watch of her closet cleanout Youtube videos would have you hooked on the individual style she has curated for herself, not to mention the smile that never leaves her face. Her prominent influence in the fashion industry has landed her countless magazine stories with Paper, V Magazine, Vogue, and i-D, to name a few. Just last year, she released a collaboration with Marc Jacobs, reflecting her style and pieces that she would be seen out in. A baby tee, slip dress, and charm purse is some of the pieces of the collection that scream Y2K in the least overdone and fast fashion-esque way.
Devon has had a unique rise to fame, as she was an entrepreneur before she was an influencer, whereas most influencers take the opposite approach, entering the world of entrepreneurship after they’ve garnered a substantial amount of popularity. In an interview with Paper Mag, she highlighted her unique positionality, stating “I think because I started as an entrepreneur with my family, it gave me a different approach to the entire internet and social media influencer worlds because I was reaching out to people to send cases to or to collaborate with, and at the same time I was becoming an influencer myself, unintentionally. But I feel like it's given me the ability to not have to do everything and be able to pick and choose what jobs I want to do because it makes being an influencer and a model more of a hobby for me because my full-time job is Wildflower.” In addition to Wildflower, she’s also been seen on Réalisation Par, and The Feel Studio sets, becoming somewhat of a muse for both brands.
Some of Devon’s can’t-live-without products include the Origins Ginzing Energy-Boosting Gel, Marc Jacobs Beauty Highliner Gel Crayon, Glossier Lash Slick, The Feel Studio Genuine Jean, and of course, a Wildflower Case. There’s no real mention of Devon without the inclusion of her adorable dog Martin, who travels with her to work, to set and out on her daily errands. She’s channeled her love for dogs into the philanthropic work she does, being a constant supporter of Marley’s Mutts. This non-profit organization saves shelter animals from euthanization by adoption or fostering. Her close friendship with Bella Hadid is anything but unpredictable, as the two share a unique fashion sense and a love for animals.
It’s no secret why everyone loves Devon: her charisma and the energy she radiates through the screen means you can never get enough of her. From her Paris Fashion Week vlogs to her vintage designer hauls, there’s never a dull moment or an outfit you wouldn’t want to steal.