Trust the Process

Estelle Schuler, Fashion Stylist

Estelle Schuler didn't study fashion. She googled "what does a stylist do" before her first job, shot looks in a friend's flat, and built a career one unpaid set at a time. Today she works with clients across industries throughout New Zealand, and her path to get there is one of the more honest accounts of what it actually takes to break into this industry.

We sat down with Estelle to talk about the jobs she said yes to, the ones she turned down, and what keeps her showing up.

How did you get your start?

“I always love it when people ask me what I studied, because Environmental Management and Communication Studies at Otago University is definitely not on their bingo card. My first ever styling job (can you call it a job if it was unpaid?) was for a friend, she was profiling some small, independent designers and we took photos in the living room of her flat. She asked me to help her style it, and I literally googled ‘what does a stylist do’ - which is a question I’m still trying to figure out today lol.

After posting these fabulous first outfits on social media, I had a few low-profile musicians reach out and ask me to style them. This caused a snowball effect, and I ended up working with so many up and coming musicians, styling photos for press shoots, music videos, even creating tour outfits.

During these early stages of my career, I was also working a full-time job in a Marketing & Technology field, so styling work took place before 9am, after 5pm, and on the weekends. It was so much fun I didn’t mind working for free, I just loved the buzz of being on set and it set me up with a good foundation to navigate the industry today. I took every job that was offered to me, no matter how little the pay was, always worked extremely hard, and made good impressions. Someone on set would vibe with my work, and would get me in as the stylist on their next job.

This was like a domino effect throughout the years, and now I have a wonderful portfolio of amazing clients, across all industries, throughout the country.”

Was there a turning point or milestone early in your career that stands out to you?

“I left the comfort of my full-time job in 2023, and went travelling around Asia. Upon my return, I had no money, and no job. But the thought of working for someone else again just didn’t sit right with me - I wanted to do things my way. I remember turning down a high-paying salary job at an advertising agency, and the recruiter went absolutely nuts - “good luck with the styling career!” he mocked me.

I guess this was a huge turning point that marked the start of my freelance career. A couple of months later, I landed a huge styling job for an international Samsung campaign, styling celebrity actress Emma Myers. The nature of the project was extremely laid back, so the outfits were nothing extravagant, but it was an awesome project to work on, and a great confidence boost to remind myself that I do belong on these high-profile jobs!”

What was your first encounter with NZFW?

“My NZFW virginity was only broken two years ago! I attended some shows, (and some parties), and was just totally in awe of our local talent. A lot has changed in two years, and I feel a lot more connected to the industry, so I’m really looking forward to NZFW this year.”

What advice would you give to those aspiring to break into, or coming up in the industry today?

“When I started, I didn’t even know that styling could be a full-time career. I just knew that I loved it, and that’s what kept me motivated. So don’t be afraid to start from the bottom - no one just magically wakes up in the position they’re in. It takes time, so trust yourself, and trust the process. Also, get over your fear of posting on social media! I literally booked like 95% of my jobs through Instagram - you have to show up online if you want to get noticed!”

What keeps you inspired now?

“I don’t think my younger self could be more proud that I’ve made a career out of playing dress ups! What keeps me inspired is the fact that I’m doing what I love. There’s still so much I want to learn and accomplish, but the fact that I get to wake up every day, work with amazing people, create something beautiful, and feel so fulfilled by my work is addicting!

Doing what you love is a very powerful feeling.”

Follow Estelle on instagram.com.