Meet CULT's First Talent Strategist Lauren Smeets

Lauren Smeets
Talent Strategist CULT
 

How did you first get into the industry? What was it like then versus now? 

It was completely by chance. When I began my A Levels, my goal was to study Events Management at university, but it didn’t take long before I realised a degree wasn’t for me. I took a chance and applied to study Fashion, something I’ve always loved, at the Fashion Retail Academy. It was a few years after completing this course that I applied for my first serious job in Fashion; at ASOS.com

 

This was only a few years ago and at the time, there really wasn’t a huge amount of celebration around diversity in the industry. This has changed and it’s been amazing to see such exciting developments in a short space of time; we’ve seen a huge rise of the modern-day celebrity - influencers. 

 

Tell us about how you became a Social Media Influencer. 

Being surrounded by fashion and always experimenting with my style meant becoming a social media influencer was a natural progression for me. I’m plus size and I’ve always found finding on trend pieces challenging. I almost felt it was my duty to inspire other women to be adventurous with their wardrobes, and be confident regardless of their size. 

 

How was your experience at digital phenomenon ASOS.COM? 

Crazy, in a good way. Essentially it was my first job in fashion. I was working as part of the Marketplace team when I first joined at 22 years old. Being submerged into this huge, very successful, fast fashion machine was very exciting. After some time away travelling, I came back as an ASOS Insider. Seeing ASOS develop as a company has been really eye-opening. Because of their vast and inclusive product offering, I will forever be one of their most loyal customers. 

 

What professional achievement are you most proud of? 

Probably becoming an ASOS Insider and being recognised by such a large brand for my sense of style and my personality. This experience; being exposed to the influencer world, within such an innovate brand, it’s what has led me to where I am in my career - on the other side of the fence, supporting brands, working as part of an agency. 

 

What attracted you to CULT? Tell us what you are hoping to bring to CULT as its first Talent Strategist. 

First and foremost the amazing office culture; I remember feeling such a buzz when I left the office after my first interview. And of course, the opportunity that CULT offers, not just as an individual but as a business, it’s been a real opportunity for me to be able to bring my skills and knowledge into a new and exciting area of the business. 

 

In your opinion, what do you see as being the biggest change in the advertising industry since women have begun to break the “glass ceiling”? Diversity?

Exactly, 100%. Brands are ‘humanising’ who they use for their campaigns these days, something that was non-existent 10 years ago. In the past, models were cast from an idealistic point of view, that’s changed; consumers are now demanding that they’re purchasing products from someone who’s relatable to them, representative of who they are. That’s ground-breaking, that’s life-changing.