How Nuuly is Building Authentic Communities and Connections

Ever wonder how fashion brands really connect with their communities through influencer marketing? I got to chat with Lauren Lootens from Nuuly , who shared the inside scoop on how they’re making community and authenticity the focus of everything they do. From teaching elementary school to leading influencer efforts, Lauren’s been key in shaping Nuuly’s approach—putting UGC and community engagement at the heart of it all.

Isha: Lauren, your career path is so interesting! Can you share a little about yourself and what you do at Nuuly?        

Lauren: My journey into influencer marketing was definitely a bit unconventional. I actually started out as an elementary school teacher because I really cared about representation—growing up, I didn’t have many diverse teachers, and I wanted to help change that. But after two years, I realized I wanted to try something different. So, I went back to school and got my master’s in Integrated Marketing Communications, focusing on multicultural marketing. I have a real passion for understanding why people connect with certain things, which naturally led me into influencer and community marketing.

Since then, I’ve worked across startups and agencies, doing everything from community management to campaign strategy. Those different experiences and connections eventually brought me to Nuuly, where I now lead influencer strategy!

Isha: You've had experience both on the agency side and in-house. How would you compare the two?        

Lauren: Totally different. Working in an agency gave me experience with everything from large-scale gifting campaigns to targeted influencer strategies, exposing me to many different marketing approaches. Being in-house at Nuuly has been more creatively rewarding—I have a lot more freedom to bring my ideas to life. It’s the perfect balance of strategy and creativity.

Isha: What role does UGC play in Nuuly’s marketing strategy?        

Lauren: UGC is central to how we engage with our community. Nuuly’s all about personal expression, and our customers love sharing how they style their pieces. We love showing off the different ways people wear Nuuly so others can really see themselves in the brand. It’s awesome to see how much fun people have with our clothes—whether they’re into minimalism, gorpcore, or grandma chic, everyone brings their own style. UGC helps us showcase that diversity, making it easier for potential customers to connect with the brand.

Isha: How do you motivate your customers to create content for Nuuly?        

Lauren: We’re all about engaging directly with our community. We interact with our customers on social media—liking, commenting, and showing real interest in their content. It’s all about building a relationship. Instead of just asking them to post, we make them feel seen and valued, and that naturally leads them to create content for us!

Isha: What has surprised you most about seeing customers post about Nuuly?        

Lauren: How naturally engaged the Nuuly community has become! People love sharing their finds, their styling tips, and asking for advice in the comment sections. It’s not just influencers posting—it’s everyday people excited to find common ground and share with each other. Seeing how they lift each other up and exchange advice has been so cool to witness, and it’s really helped our community grow authentically.

Isha: You mentioned during the webinar how Nuuly has been doing some community-driven events. How have those been, and what does the future of these events look like?        

Lauren: The events have been incredible! We really listen to our community and are hosting events that align with their interests—like matcha bars, book clubs, and best friends’ brunches. It isn’t about selling Nuuly, but about creating spaces where people could connect over shared passions.

Looking ahead, I see community events becoming even more about fostering genuine connections rather than sales. We want to put our community at the forefront and let them create experiences that they love, with Nuuly supporting them from behind the scenes.

Isha: How do you identify and work with up-and-coming influencers who might not have a huge following yet but show great potential?        

Lauren: You really have to be chronically online! It’s about spotting a spark in someone and trusting your gut. Sometimes we find smaller creators who have incredible engagement with their audience, even if their follower count isn’t massive. We listen to our team and take risks on creators who stand out. It’s those who are truly passionate about what they do that end up being the best partners.

Isha: How do you approach short-term vs. long-term influencer partnerships?        

Lauren: For short-term partnerships, we might team up with influencers outside of fashion—like a foodie or comedian—to create a fun brand moment and see how their audience vibes with Nuuly. These quick collabs are perfect for testing the waters and trying out new stories.

Long-term partnerships, though, are for influencers who are already genuine fans. If they’ve been talking about us for ages, a sponsored post feels very natural. It’s all about finding the right fit so the partnership never feels forced.

Isha: What’s been a major "AHA" moment for you in the influencer space over the past year?        

Lauren: The concept of influencing is now attainable for everyone as long as they have a social media account. It’s become democratized, which is both exciting and challenging. It’s harder to stand out, and virality is less predictable. The key is leaning into niche communities and building genuine connections over shared interests.

Isha: What are your predictions for the future of influencer marketing? If you could offer one piece of advice for influencer marketing, what would it be?        

Lauren: I think costs will continue to rise as the agency space grows. But I also see influencer marketing evolving into community marketing. People are tired of overly polished ads—they crave authenticity and real feedback. The brands that can foster true community relationships will be the ones that thrive in the future.

As for advice, let creators have fun! This industry is still so young; we’re all in a testing phase to see what works, so it’s key to try new things. Trust creators to know their audience and give them messaging points, but let them decide what feels real.

Isha: How do you view TikTok and the concept of TikTok SEO?        

Lauren: TikTok is like a minefield! The content you expect to do well often flops, and things you don’t expect go viral. That’s why TikTok SEO is so important for a brand like Nuuly. It’s all about focusing on relevant keywords and letting influencers weave storytelling into their content. Making our content discoverable through the right hashtags and keywords helps us reach new audiences.

Isha: What’s been the most surprising aspect of using Kale?        

Lauren: How much fun people are having with their content! Sometimes, we expect UGC to just be standard unboxings, but people are really editing and having fun. Kale has helped us discover so many new, innovative creators, and it’s been amazing to watch.

Isha: For brands without a budget for influencer marketing, what advice would you give? Does it make sense to do a bunch of small activations or focus on a bigger influencer, especially if budgets are tight?        

Lauren: If budgets are tight, focus on building a strong community and lean into word of mouth. If you already have superfans talking about your brand, make them feel part of it through small gestures—exclusives, gifting, or even just showing appreciation. It doesn’t take a big budget to create authentic connections, and these superfans can naturally help spread the word.

When it comes to small versus big activations, it really depends on your goals. If the focus is on brand awareness or credibility, investing in a bigger influencer with high impressions can be worth it, as they bring immediate reach. But if you’re trying to tell a story or build engagement, smaller activations are often better for creating those genuine connections.

Isha: Which social media brand is your favorite right now?        

Lauren: I’m really inspired by REFY Beauty. They’ve nailed community engagement by knowing exactly who they are without being exclusive or unapproachable. Their pop-up at Paris Fashion Week was open to everyone—not just influencers—and really brought that sense of inclusivity to life. Another brand I admire is Damson Madder ; they have such a distinct voice on social media and make their style feel accessible to anyone.

Keep up to date with Lauren Lootens for all the latest community work @ Nuuly .