From humble Harborne to a multi-award-winning journalist writing for Cosmopolitan, Elle and more, while also embarking as Content Editor at one of the biggest media companies, Hearst UK.
The world of journalism, (let's face it, especially fashion journalism) can feel incredibly daunting particularly when coming from a small town to a fashion capital. If there is one person who has not only broken into the industry but consistently fights for change from diversity to inclusivity, that's Isabella Silvers.
An admirable career working her way up in the ever-tough journalism industry, Isabella is now a Freelance Journalist and Associate Editor for Elle, Cosmopolitan & many more established magazines covering everything from women's issues, fashion and lifestyle to mental health, beauty and her love of leopard print. She is also the Branded Content Editor for Hearst UK, Global Ambassador for Graduate Fashion Foundation, and chair of Hearst UK’s Diversity & Belonging Steering Group. She quite literally does it all. Despite having over a decade's worth of industry experience and now living in the fashion capital of London, Isabella humbly still owns her Birmingham accent.
From 'Brum' to South London...
Never hiding her 'Brum' accent, Isabella is proudly from the West Midlands city and always got involved in everything the city had to offer from art festivals to the music scene. While Birmingham isn't exactly a small town, she still needed to travel to the big capital to explore the industry. Growing up Isabella made the most of her hometown, gaining work experience at her local magazine, Style Birmingham while working part-time at her local Topshop.
Isabella went on to study English Language at the University of Sussex, after loving English at A-Levels she chose to continue gaining a deeper understanding of grammar and how we use words. "I didn’t want to do a journalism degree as perhaps naively I didn’t want to be told how to write," she explains. Isabella got involved in fashion and media as much as she could alongside studying from writing for the student paper to getting involved with Brighton Fashion Week. "I started out as a Production Assistant, working my way up over three years to be a Producer and Digital Editor of the blog," Isabella adds. From the very start of her career, Isabella was driven and made her own opportunities no matter where she was based.
Making her first move to London after completing her degree Isabella was able to move in with her Grandparents while she got her start in the industry, a lucky move she's grateful for and aware not many people have. She continued her part-time role in Topshop to support herself, aware there was no way as a young 20-year-old she would be able to afford rent and work for free in industry. After years of working her way up and saving she now has her own beautiful flat in the South of London she can call home.
Is London the place to be?
Following the lockdown and the pandemic, the working routine changed and remote roles removed barriers such as expensive train fares, unreliable public transport and a lengthy commute for those outside of London. Isabella explains, "The pandemic definitely shook up the industry – we proved that we don’t all have to be in the same building, city or even country to effectively work together, and so many found new flexibility, freedom and better work-life balance".
However, Isabella fears following this huge step forward the industry is in danger of slipping back into old ways, with some companies' flexible working means you only need to be in the office a few days a week, and some businesses are pushing employees to come back to the office.
"This limits the number of people who can work in these big businesses and reduces diversity in the industry – working mothers, people of colour, people with disabilities, carers, people with mental health struggles, the list goes on..."
Expressing there are ways to gain experience outside of London with plenty of small towns having local magazines and newspapers or building up your own paid subscriber base in the form of a newsletter on a platform like Substack. There are countless ways to get your writing out there despite the realm of the industry being focused in London.
"But what we need to see is more creative hubs based outside of the capital."
Isabella shares with us, "I rate publications like Black Ballad who make a concerted effort to run events and hire writers from outside of London. We need more of this! I recently judged the Terry Mansfield Fashion Publication award at Graduate Fashion Week and it was heartening to see how many students chose to focus on their hometown or region for their submissions with glossy, intelligent concepts. Social media has also been a great platform for communities outside of London to build."
The Intern Experience
Always on the lookout for fashion and media opportunities as a student and onwards, Isabella landed her first experience at Katie Grand's iconic Love Magazine. (The fashion icon herself Ms Grand is actually from the Midlands). Isabella then utilized social media and sites such as Amplifi to find placements at media giants such as The Guardian and Closer.
"I was relentless in my searches and applications, following every fashion media Twitter account plus all the editors who would post about openings and signing up to every email round-up. Some of these placements taught me a lot and introduced me to people I still seek advice from today, others were cheap (free) labour."
Isabella then joined InStyle, the renowned magazine with cover stars including the one and only Jennifer Aniston, where she turned an internship into full-time paid role. After landing a week in the fashion cupboard, Isabella then followed the current Features Intern after showcasing her work ethic and passion to the team. She then continued as Digital Writer until the print magazine folded in 2016.
Despite Birmingham being a metropolitan area, Isabella started out not knowing anyone in the industry and forming all of her own connections in magazines and media, making use of every connection she made and signing up for every internship website available. Isabella focused on scouring the internet, social media groups and Twitter feeds for openings to get her application in. But it didn't stop there, once she got in the door, Isabella made a conscious effort to form positive connections with people in the industry and let them know her future goals while keeping in touch after her experience ended.
"I’ve only recently come to realise that I was different to a lot of people I was working alongside. On one of my first press trips, I was the only person who had never done yoga before. I made my editor a green tea and put milk in it because I didn’t know you weren’t supposed to! I didn’t come from great wealth or an upper class family, and it’s been a learning curve."
"I had a loud mouth and a fierce passion for making the industry more inclusive and calling out any kind of -ism – that naivety going in stood me in good stead to make change and not care about ruffling a few feathers. I’ve never been intimidated by authority, although I probably should be a bit more!"
Life as a Freelance Journalist
Isabella began freelance writing alongside her full-time job juggling life itself became tough from exercising enough to seeing family and friends, she rode it out until she landed her promotion knowing she could live off her part-time salary at her day job. She continues, "This decision also gave me more freedom in what I can write about. In branded content, we have to work with clients to produce content, meaning they also have a big say in general themes and topics. Being freelance, I can pitch what I want to work on and flex my creativity and passions. It’s led to me feeling more fulfilled in my branded content role, rather than resentful that it was taking up all of my time."
Life as a freelancer even just part-time is not a smooth journey, Isabella finds joy and comfort in her online community and network for women of colour in journalism where they share everything from comparing rates and advice on pitches to sharing each other's success. Coming from a marginalised background this community has been invaluable to Isabella.
"It’s a tough ride and there’s so much to remember, but I guess my biggest tip is to find your tribe – if there isn’t one, build that community!"
Life as a Branded Content Editor at Hearst UK
Isabella's role has changed significantly since she first started at Hearst in 2017, instead of just digital content she now also gets to work on print and live events. Being promoted from Branded Content Writer to Branded Content Editor, her team has also grown to include video, digital and print design and art directors.
"I work with clients to produce commercial content for Hearst titles including Cosmopolitan, Women’s Health, Digital Spy and more. I come up with concepts that fit the client’s aims, our brand’s ethos and our audience’s interests, ensuring that what we produce is on-brand and engaging."
She then oversees the production process, writing or commissioning articles and copy while working with digital designers, art directors and a video team on print, digital and social deliverables. However, her long list of responsibilities doesn't stop there she then monitors performance on social media and advises where else improvements can be made. "Each day is different – I might be on set with a big-name talent or on a kick-off call with a client, or maybe I’m writing a piece or coming up with ideas on how to promote a new film", Isabella adds.
As chair of Hearst UK’s Diversity & Belonging Steering Group and former Heritage network chair, Isabella has a long-standing passion for diversity and inclusion and is truly here to make an impact in the industry. She explains, "It’s still tough for people from marginalised backgrounds, I won’t lie. Some things have gotten better, some things still have a way to go. There are standout individuals who are tirelessly pushing for change, and we need more people to feel the same passion that these people have. Things won’t change unless everyone understands how important this work is and makes changes in their own behaviours. After all, only you understand your own personal sphere of influence, and therefore only you know how you can make things better."
Mixed Messages
Continuing her passion and drive for change in the industry, Isabella has her own weekly newsletter, Mixed Messages where she explores the topic of mixed-race identity with politicians, musicians, authors, actors and more.
"I wanted to create this space to draw attention to the fact that mixed-race doesn’t just mean someone who is Black and white. We are so diverse as a group and that’s often not expected or represented, and the comments and messages I get from subscribers show how much this is needed."
So far Isabella has interviewed the likes of Selling Sunset’s Amanza Smith, presenter Miquita Oliver, musician Jordan Stephens and author Kit de Waal, learning something new from each guest she encounters. Isabella adds, "I also wanted to articulate some of the feelings mixed people have of living with multiple cultures – I always say we’re coming out of the mixed childhood and stepping into its adolescence, where we’re beginning to talk about it more. But we’re definitely not at adulthood yet, and there’s a lot still to unpack and I’m proud to play a part in doing so."
P.S. Watch this space, Mixed Messages is expanding very soon!
How can the industry improve?
It comes as no surprise that Isabella would love to see more diversity in the industry, seeing journalists from all marginalised backgrounds, "with that diversity of experience can only come more interesting content," adds Isabella. "I’d also like to relook at how we work – as I mentioned, we worked remotely so well over the pandemic and we no longer need to all be in the same city and same office at the same time. Flexible and remote working should be a conversation for everyone, as well as increased paternity leave. More understanding around mental health and other non-physical conditions is also vital", she explains.
"We also need clearer discussions around pay and money – keeping quiet only benefits big businesses!"
Small Town Girl Advice
Isabella's advice is one we should all take on board, "Getting into journalism is all about persistence, so prepare to work hard. Look at what’s close to you – can you get involved in local media and fashion events and publications? What’s at your university or college? Make your own opportunities as well rather than waiting around – can you start your own newsletter or blog? Have you found a network of freelance journalists you can join and share advice and support? Have you considered pitching freelance articles? As long as you have a couple of examples of your writing, it’s never too early to start pitching!"
Follow Isabella on Instagram and subscribe to her newsletter here.
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