Evie Garbett was 17 when her first TikTok reached 300,000 views. It was the kind of early spark that often propels a creator into momentum. 

For Evie, it did the opposite. 

She remembers walking into school the next morning and immediately realizing everyone had seen the video. Classmates joked about it openly, teasing her in a way that made her want to disappear. At the time, she thought to herself, “I can’t be doing this because it is embarrassing.”

The teasing shut everything down for six months. She kept going to school. She filled sketchbooks with drawings. She planned to study fashion design at university. She tried to ignore the fact that something had worked online – something that briefly felt like a door opening.

But the lockdown changed everything. With school behind her and no peers in the hallway to comment, Evie created a new space for herself. “No one’s gonna see me at school,” she recalls. “People can be talking about me, but I’m not gonna have to deal with it.” 

In the early months of 2020, she began posting again. And this time, a video hit three million views. “That’s kind of where it started,” she says. “From TikTok, I got Instagram followers. And then I decided to go on YouTube.”

For many creators, this is where the story begins, with virality and the thrill of discovering people are watching. For Evie, the beginning is also a story of hesitation and self-preservation. Her rise in fashion and lifestyle content was not inevitable. It was something she had to choose.

A Voice in a Visual World

The polished, ultra-feminine aesthetic Evie is known for today didn’t appear overnight. Early on, she posted fast-fashion hauls and clean, minimalist styling videos, the kind of content she still loves. However, something was missing.

“I think I’m making my content a lot more personal now,” she explains. “I used to be really shy to do talking videos, but now I’m just blabbering on all the time.”

The shift from silent, aesthetic beauty to personality-forward fashion creator not only changed how audiences saw her. It changed how they responded. “People comment and say, ‘Oh, I didn’t realize you were a nice person,’ because from little video clips, people don’t realize that you’re a human being behind that.”

Her storytelling is visual, soft-edged, and structured.

Snapchat is her most personal platform. “Everything I do throughout the day is documented,” she says. “That’s probably the most personal platform for me.”

Instagram is intentionally curated. “That’s where the work is,” she says. “I like to keep that more of a professional vibe.”

TikTok is where she’s playful. “I try not to take it too seriously. It’s just a fun place to be.”

YouTube is her most labor-intensive. She plans outfits, orders items early, films haul videos, edits the same day, and schedules content a week ahead. Her benchmark is consistency. “I’m a very routine person,” she says. “I like everything to be structured.”

From a Hardware Shop to Full-Time Creator

Even as her following grew, Evie kept a part-time job in a hardware shop, which she started at 16 and held until March this year. “I always had the part-time job in the background just in case it didn’t work out,” she says. That sense of stability felt essential, especially after one major setback.

Early in her career, her TikTok account surged to a million followers in three months. Then, without warning, it disappeared. “I went on TikTok one day, and the account was gone,” she says. “It was really bad.” She believes it was a guidelines violation, though she never received details. 

Evie rebuilt from scratch. Her second account reached 400,000 followers… only to be removed again. “I was, like, having an argument with them, and they put it back up,” she says. “That’s the account I have now.”

The upheaval taught her something essential about the creator economy: momentum can vanish, and creators often have to fight for their presence. “With social media, it can be taken away from you at any point,” she says. “That’s why I think I had a part-time job for so long.”

But by 2025, her platforms were stable, her reach was growing, and her confidence had caught up to her success. She left the shop behind and went full-time.

“I’ve actually really enjoyed it,” she says. “I feel like it’s helped me grow my confidence.”

Crafting a Fashion Identity

Evie’s aesthetic involves clean lines, glossy beauty, soft glam, and trend-driven styling that feels elevated yet accessible. She represents a growing wave of UK fashion creators whose content blurs the line between everyday style and editorial polish. Her audience has watched her grow from filming in a plasterboard-walled home to the chic backdrops seen in her posts today.

Brands have noticed. SKIMS, Fashion Nova, Oh Polly, Simmi London, SHEIN, EGO Official, and Outcast Clothing have all collaborated with her. “I love working with brands,” she says. “I think it’s super fun.”

Fashion Nova, in particular, has become a long-term partner – a relationship Evie built from pure persistence. “I literally used to email them once a week and be like, ‘Hello, can you work with me?’” she says. “It took me like two years to get them to notice me.”

It’s a detail that mirrors how she approaches growth: structured, patient, and unafraid of follow-ups.

Her content today reflects this refinement. She has shifted toward higher-quality staples, sustainability-minded styling, and pieces meant to last. “As I’m maturing, I want to wear stuff that isn’t from a fast fashion brand,” she says. “I just prefer to wear stuff that is better quality and will last a long time.”

Not everything in fashion content is as it seems, though, and Evie is unfiltered about the reality behind creator hauls. “A lot of content creators will buy clothes from somewhere, do videos in it, and then send it all back,” she says. “I used to do that myself because I couldn’t afford to keep everything.”

Now, she’s selective, shooting content in outfits she loves and will keep, and building a wardrobe that reflects her taste.

Growing With Her Audience

As Evie’s platforms expanded, her approach shifted from performance to connection. TikTok talking videos, Snapchat diaries, Instagram outfit posts shot outdoors instead of against a blank wall; all of it helped her audience see her as a person, not a silhouette.

“I think what I’m trying to do is just resonate a little bit more with people,” she says. “People don’t realize that you’re a human being behind that.”

Audience requests also now play a role in shaping her content. “If there’s something somebody wants to see, I try to do that,” she says. Wedding outfits. Gym routines. Night-out looks. Everyday life. “I do try to listen to the audience, definitely.”

Evie joined Arsenic Agency in August, a decision that introduced structure and support into her workflow. “It takes the weight off your shoulders a little bit,” she says. “It makes it less isolating. You feel like someone has your back.”

With management, she has become more intentional about her content output. “I am taking it more seriously because part of me is like, ‘People are watching me now that I need to make sure I show up for,’” she says. 

Creative Ambitions Beyond Fashion

Fashion remains her center of gravity, but Evie’s ambitions stretch beyond styling videos and outfit reels. She wants to return to her roots in art. “I’m starting to get back into my art,” she says. “I think it’s something I could incorporate into social media. People don’t realize that about me.”

Painting, portraiture, drawing – creative practices she abandoned after leaving school – are slowly re-entering her world. She imagines videos built around process, mood, and personal expression.

Evie is also exploring podcasting. “I love listening to podcasts,” she shares. “For a good three years, I’ve been wanting to start one.” Her vision is warm, conversational, and female-driven: fashion advice, dating conversations, and life dilemmas submitted by listeners. “I enjoy those,” she says, “so I think it would be along those lines.”

Acting is another long-term curiosity. “I don’t have experience at all,” she says, laughing. “But it could be a really fun thing to do.” She imagines reality TV that isn’t romance, shows like “I’m a Celebrity,” “The Traitors,” etc. “I would love to do movies and stuff like that.”

What’s Next for Evie?

Evie envisions her next few years looking like a continuation of what she has already built: more brand partnerships, deeper audience relationships, and a broader creative range. She wants to grow her platforms, attract a larger female audience, and keep evolving her style.

Most of all, she wants to be steady. “I would hope that I’m still doing what I’m doing,” she says. “Hopefully my audience keeps growing, but I am very happy with where I’m at right now.”

Her path, like her content, is shaped by intention, not haste. And as she looks ahead at the next chapter of her career in the creator economy, she frames it with something simple and unwavering.

“I just want to be happy.”

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