Women Behind The Brand: Sifatleen, Social Media Manager

Social media is more than just posting pretty pictures—it’s about storytelling, engagement, and building a community. At Lily and Lionel, one of the key people behind the brand’s online presence is Sifatleen, Social Media Manager. Her journey into the fashion world is anything but ordinary, and her passion for creativity and digital marketing shines through in everything she does.

From Leather Design to Digital Marketing

Can you tell us a little about your journey to becoming a social media manager at Lily and Lionel?

"I started my journey with an undergrad in leather design, but during the COVID lockdown, I realised everything was transitioning online. I felt bored working from home and decided to explore social media. It was a new world for me, and I quickly fell in love with it. I then pursued a master's in marketing to bring my love for fashion together with my newfound skills. Growing up, I had always been fascinated by London—the architecture, the culture, and of course, iconic spots like Bond Street and Oxford Circus. It may sound cliché, but I’ve always dreamed of working in the fashion industry, and now, here I am with Lily and Lionel, living the dream!"

A Lifelong Passion for Fashion

What drew you to the fashion industry, and how did you get started?

"Fashion has always been in my blood. As a child, I’d collect magazines and make collages of my favourite styles—without realising I was creating mood boards! My mum, with her impeccable style and passion for fashion, was a huge influence on me. She always took me to exhibitions, and those experiences sparked my love for fashion. I grew up around it, and that connection was undeniable. I’ve always had this burning desire to visit fashion capitals like Paris, Milan, and New York. Fashion wasn’t just about clothes to me; it was a culture, an expression. And now, I’m fortunate enough to be shaping that culture through my work at Lily and Lionel."

Bringing the Brand to Life Online

How would you describe your role in shaping the brand’s online presence?

"My role is all about ensuring Lily and Lionel’s story is told authentically. I reach out to influencers and partners who align with our values and our image, creating a real connection with people who resonate with the brand. It's about more than just pushing out content—it’s about engaging with our audience and building a community. I’m always looking to connect with like-minded individuals who share our aesthetic and values. Whether it’s through curated content, product launches, or collaborations, I work to get our brand out there, ensuring we stay true to our core while keeping our audience excited and engaged."

The Future of Social Media

What trends in social media are you excited about right now?

"I’m excited about AI-driven content, but with a twist! People are craving more behind-the-scenes content and real, unfiltered journeys—not just the polished final product. It’s the process, the mistakes, and the evolution that make it relatable. Audiences want to feel like they’re a part of the story, not just seeing the end result. This shift towards transparency is so refreshing, and I’m excited to incorporate that into our strategy—showing the realness behind Lily and Lionel while still embracing innovative, AI-powered tools to take things to the next level."

Final Thoughts

Sifatleen’s journey is proof that following your passions and adapting to change can lead to incredible opportunities. From her early love for fashion to mastering the digital world, she’s found the perfect way to blend creativity with strategy. As social media continues to evolve, Sifatleen is helping to shape Lily and Lionel’s presence with authenticity, innovation, and a true love for storytelling.

Her story is an inspiration for anyone looking to break into the fashion or digital marketing world—showing that sometimes, the best journeys are the ones we never expected to take.