Meet Lola Clark, the thriving social media influencer currently navigating the world of fashion while studying at Central Saint Martins. Her journey into the spotlight commenced unexpectedly, going viral at the age of 15, and since then, she has collaborated with global giants like Gucci, Stella McCartney, Hugo, Coach, and Charlotte Tilbury whilst starting her own enigmatic label, Zoobie. As the goddaughter of acclaimed artist David Hockney, Lola’s artistic lineage extends to having one of her paintings displayed in the National Portrait Gallery.

With London Fashion Week on the horizon, Lola’s platform has opened doors to extraordinary experiences, from interviewing icons like Paris and Nicky Hilton to being whisked away to NYFW by COACH. Fashion holds a special place in Lola’s heart, rooted in her familial connection as granddaughter to Ossie Clark and Celia Birtwell. We caught up with Lola to chat about both her personal and fashion brand, and navigating the landscape of social media.

Read the interview below…

You’re 18 now, how is adult life treating you?

Navigating the realm of 18 is quite the paradox. Overall, it’s fantastic, on one hand the world seems to stretch out before me with promises of more developed opportunities. Yet, I’m still holding onto the essence of my 15-year-old self who first went viral by accident. While there’s a charm to being a “little big girl”, it comes with the realisation of heightened expectations. The landscape of my career is expanding as I’m forging connections with brands, growing my audience is ushering in more complex decisions. It’s a quiet evolution. The weight of newfound responsibility definitely looms but welcomes in a different kind of personal development and I’m really excited to be able to take on bigger, more exciting projects!

When did you start growing a platform?

Well, I never intended for my platforms to grow that rapidly. After posting that one video getting my braces off to the ‘yadig’ audio by frostydasnowman it went viral, Addison rae duetted it (big ups Addy!) and from then on I was known as the “smile girl”. Within a year I had millions of followers and realised, not only did I have a platform but also a responsibility to my audience (especially as a young woman) and a real potential to nurture opportunities out of my new-found virality. From there I knew I had a chance to mould this opportunity into whatever I wanted and I’ve done that: travelling round the world, working with incredible brands like Gucci and COACH, attending brilliant events and meeting the most fascinating creatives along the way.

Where did the name ‘Scoobiezoobie’ come from?

Simply my love for Scooby Doo, I would watch it on repeat as a child (still do, hehe)! It felt organic to integrate that into my online persona and have a less curated approach to how I navigate my profile. Since I didn’t set out with the intention to become a content creator (rather, I view myself as a creative in a broader sense), I’ve been keen to keep my online presence as truly representative of me. I think both my audience and the brands I work with appreciate this authenticity, there’s currency in truly being yourself… more people need to realise this!

How has social media impacted your life, both positively and negatively?

Social media has been a double-edged sword in shaping my journey. On the positive side, it’s been a gateway to a realm of creative possibilities, flinging open doors that led me to collaborations with dream-worthy brands and the launch of my own streetwear venture, ZOOBIE.co.uk. It’s also allowed to meet so many of my incredible peers and to challenge myself to grow in my approaches. My platform has transformed my goals into tangible accomplishments and bringing a touch of excitement to my creative and professional ambitions.

However, I’ve definitely felt shadows cast by being a young woman online. Battling trolls and navigating complexities within the industry took a toll on my mental well-being. At the tender age of 15, the transition from the carefree joys of childhood to the harsh realities of the digital sphere felt abrupt, but I navigated it and I’ve learned the art of resilience. Riding the waves of negativity, I’ve emerged more certain of myself, blending my young optimism (and yes…at times, naivety!) with a newfound maturity. Social media, in all its complexities, has been a transformative force—shaping not just my career but becoming an adult.

Are you heading to LFW? What about fashion excites you?

Absolutely! London Fashion Week is a must for me! The anticipation of attending shows and curating my outfits adds a refinement to the experience. As my career develops fashion week has also become less about simply watching and enjoying (which naturally I do still do!) but also thinking about the work I do during the period and getting inspiration. For example, both Chet Lo and Yuhan Wang are designer’s who’s shows I’ve adored and attended…I picked my looks from them for this shoot based on that experience.

Fashion holds a special place in my heart, grounded in a familial connection to the industry. My grandparents are Ossie Clark and Celia Birtwell and they have left a legacy that I deeply admire. Their influence serves as a source of inspiration, elevating my understanding of fashion’s enduring allure. It’s something I’ve grown up with, I can’t help but see the fashion beyond the clothes. Ultimately, what fascinates me about fashion is its versatility, how it seamlessly can transition from refined elegance to experimentation.

I can’t wait for this season, the unveiling of new narratives my favourite designers will weave, discovering new designers and seeing all my friends!

What is the coolest experience that you’ve gotten because of your platform?

Gosh, where do I even start! My platform has given me so much… Instantly the first thing that comes to mind is interviewing Paris and Nicky Hilton at ss2024 Stella McCartney show in Paris. I adore Stella McCartney, being in Paris for fashion week is always an electric experience and obviously Paris and Nicky are icons. Of course, there have been so many other incredible experiences, COACH took me to NYFW and that was so, so fun. I genuinely love the COACH team and New York is of course, New York so that was so cool. After that, every brand activation, dinner, or event are always super happy memories which I am so thankful for!

What advice would you give to any budding socialites?

Keep it real. Stick to your values and never do something just to fit in. It’s cool to step out of your comfort zone now and then, that’s when the good stuff happens.
Of course, be kind. Not just to others but to yourself too – we’re all just figuring it out! And I think crucially, nobody’s above anyone, fashion and the creative world moves so quickly you never know who is going to be sat next to you at your next show or casting you in your next big project or simply who will you next best friend! Being humble is far classier than acting like you’re better than everyone else. In the world of socialising, being genuine and down-to-earth always stands out.

What artist have you got on repeat right now?

Sorry…I can’t make up my mind, my listening habits are pretty sporadic (you should see my spotify wrapped)! It’s kind of all over the place at the moment and depends on what I’m doing. Ray Charles is a must when I’m unwinding after a long day of shooting or working, ‘Georgia on My Mind’ is really just a must-have in anyone’s playlist, you can see why it’s been inducted into the Grammy hall of fame twice. Loyle Carner and Kofi Stone when I want to concentrate and just really get into a good headspace to calm my mind and tackle my tasks. Busta Rhymes and A Tribe Called Quest are obviously iconic choices for a good driving playlist and then finally Miss Lauryn Hill is impossible to beat, a true visionary. Apart from that, everything from classic Jazz all the way through to trending songs on Tiktok are up for grabs on my playlists.

Where do you see yourself in 5 years?

At the end of the day I’m still figuring it out and so many opportunities creep up everyday that I’m keen to not shoebox myself into one! I know some of the ambitions that I want to actualise.

I’ve taken a pause on Zoobie, my brand, which I would like to get cracking on again. It’s not just ‘merch’. I want it to have a genuine design identity and to create it with integrity and my everyday style so I’m looking forward to growing that. I would love to do more presenting as I grow my confidence. I think this is something I could really see myself doing. I’m already comfortable being on camera so this feels like an organic progression. And then maybe even experimenting with acting, I’ve had a few potential projects approach me on this front and my career progresses and I’m looking to explore… I’ve recently been told I give off “Jim Carrey expressions” so who knows where I could be in 5 years! Watch this space.

What are your career ambitions?

Currently, I’m soaking up all things fashion communication at Central Saint Martins, setting the stage for what’s next. I just threw my university application into the mix. I’m eyeing up a gig in the world of fashion PR. I’ve been the other side (as talent, at the shows, loaning pieces for shoots) so I think I’d have a heightened awareness of how to engage with consumers and push a brand’s image in the right direction. It’s where my love for fashion collides with my flair for creative business – think “Devil Wears Prada,” but with good vibes and killer style.

But that’s not my only groove. While navigating the corporate fashion scene, I’m keeping my content creator hat firmly on. Why limit the creativity, right? I see myself delving deeper into the creative world, cooking up some cool projects. For this shoot I got to work with so many incredible creatives from my hair (Sam Ashcroft via Josh wood) and makeup artist (Madeleine Feeney) to the photographer (Joel Smedley) to the incredible designers who made the pieces I wore so I’m really looking forward to combining all those elements in my career ambitions.

Follow Lola’s journey on TikTok and Instagram.