From making fun phone cases to sitting front row at fashion shows, this is the world of Devon Lee Carlson.
You might know her as a co-founder and designer for Wildflower cases. You may have also heard about her through Instagram and Youtube, where she has a combined 1+ million followers. Or maybe you saw the Forbes article written about her and her sister? Or her video with Vogue? Maybe you heard about her because she’s Jesse Rutherford’s girlfriend? And Bella Hadid’s best friend? Either way, if you don’t know, you should know. Devon Carlson has combined all the best qualities of a businesswoman, influencer, and fashionista to construct a modern day multi-media empire.
While you may know Devon for a bunch of different reasons, did you know she was first introduced to the world through a Miley Cyrus tweet? It all started in 2013 when Michelle Carlson, Devon’s mother, began experimenting with making iPhone cases at home from leftover fabric. They quickly became Devon’s, and her younger sister Sydney’s, signature accessory. One day the mother-daughter trio ran into Miley at a restaurant in Los Angeles and were asking for a photo when Miley stopped to ask them about their stylish cases. Devon told Forbes “She tapped our mom on the shoulder, told her how much she loved the cases and told us to start a business.” To which they replied “we’ll have a website up in the morning.” Clearly impressed, Miley tweeted a picture of the one-of-a-kind cases and the Carlsons were flooded with immediate and eager customers.
With a stroke of luck and surprise celebrity endorsement, the Wildflower seed was planted and the company has only grown since then. Seven years later, Wildflower produces dozens of different cases with adorable designs, and is easily the most popular provider of iPhone accessories for the young and trendy. Not to mention the brand’s social media feed is filled with every influencer and Instagram model ever (seriously, all of them!) posing with the coveted WF case.
Since conquering the trendy tech accessory world, Devon Carlson has also managed to become the high fashion world’s newest It Girl. Her Youtube channel, where she vlogs her day-to-day life, features titles like “Paris with Saint Laurent” and “GOING TO NYC WITH LOUIS VUITTON”. Similarly, she’s documented trips to London with Burberry, St. Barts with Chrome Hearts, and countless fashion weeks in cities across the world. While each of these sounds like an amazing once in a lifetime opportunity, they’ve become Devon’s normal life. Although Devon does do modeling, most of the time brands fly her out to attend shows, openings, and promotional parties as a guest. What’s great about Devon’s vlogs is that she virtually brings viewers along with her to these exclusive events, and shows the behind the scenes of hair, makeup, and fittings. Not to mention, Instagram has been a hotbed for Bella Hadid and Devon Carlson content– a duo we can’t get enough of!
And when she’s not rubbing elbows with the most relevant in fashion, she’s hanging out with her rockstar boyfriend Jesse, lead singer of The Neighborhood. Devon has gone on tour with Jesse and his band many times, and he even sings the intro song at the beginning of her Youtube videos. For Valentine’s Day 2020, the couple designed a tee in collaboration with Marc Jacobs, commemorating their bond with cute handcuffs connected by a cursive “forever”.
But you may be asking yourself, how has this 25 year old accomplished so much and worked with so many reputable people? I think that’s a secret we wish we all knew, but I’m going to guess it has something to do with her charming personality, dazzling smile, and amazing fashion sense. In a survey conducted by New York Magazine, Devon Lee Carlson was the most common response when NYC teens were asked who their style inspiration was. Through her use of social media to show off her outfits, Devon has become Gen Z’s favorite fashion icon. And in today’s world, big brands recognize the power of someone who successfully influences. That’s why huge names like Louis Vuitton will send Devon on trips, gift her with bags and outfits, and feature her in their ad campaigns; because they know the next generation of stylish kids are looking up to her. I see Devon’s influence only growing in the future, and look forward to seeing what’s next for her.
