Fashion / Interviews

Christine Andrew Talks “Hello Fashion” and ILY Couture

Fashion blogger and shop founder Christine Andrew does it all. Not only is she a supportive wife to her husband Cody and a nurturing mother to her son Beckam and two stepchildren, but she also runs a wildly popular blog and online store, ILY Couture. Here, we chat with the creative powerhouse about what it’s like working with her husband, her impeccable style, and how she manages her blog, Hello Fashion.

Cliché: You started blogging in December 2011. Did you imagine it would take off as it has? What advice could you give for those looking to create a “successful” blog?
Christine Andrew: I never imagined it would take off as it has. I started my blog as an avenue to show people how to style pieces from my shop, ILY Couture, and because I loved shopping and sharing good budget finds. If you want to have a successful blog, or anything really, don’t be in it to make money. Do any job with passion because you love it and eventually you will be able to make a career out of it.
How would you describe your style?
Like any girl, I love having my classic and feminine style moments, but I also grew up a huge tomboy and still have a sporty side. I still gravitate towards sneakers and find a way to make it work with my style.
As a fashion blogger, do you find yourself trying to keep up with trends, putting a new spin on classic pieces, or both? Do you think one is more important than the other?
Both! I think it’s important to invest in classic pieces you can re-wear, especially if those pieces are at higher price points. Some of my favorite bags and shoes are the ones I’ve owned for years that were an investment when I first bought them, but are still in constant rotation in my closet. For other pieces, it’s fun to try new trends for the season, but I think you should always stick to your core aesthetic.

Do any job with passion because you love it and eventually you will be able to make a career out of it.


What is your creative process for deciding on blog topics?
Inspiration is everywhere! I always find great pieces while browsing through catalogs and looking at new arrivals on my favorite retailers’ websites that I love and want to share with my readers. As far as content, the blog usually reflects my life. Cody and I are all about knocking items off our bucket lists, whether it’s traveling to new places or trying new things, and those experiences always give me a new perspective to bring to the blog. Of course there are some family things we like to keep just in the family, but I do like to share a lot of our life and travels on the blog. Traveling is always a huge inspiration; it leaves me feeling refreshed and with a new passion to try new things!
Your husband runs his own fashion blog, too. How is it being a blogging couple? Do you help each other with things like taking photos and coming up with content?
Cody and I have worked together since the day we met actually, and ever since, we have been involved in working for or running different businesses together, so it feels natural to work together on our blogs, too! We are always excited to help each other and are always bouncing ideas off of each other. He’s probably so tired of helping me choose between two (almost identical) pictures to post to Instagram, but he never complains and is always so supportive. Our perspectives complement each other well and we do some of our best work together.
You also created your fashion apparel company, ILY Couture, in 2011. What advice do you have for anyone trying to break into the fashion industry?
No matter what industry you want to break into, do it with passion! It will give you the motivation and momentum to be successful. Also, be unique! Pay attention to what’s missing in the industry you’re looking at getting into and think of ways you can do it better.

We are always excited to help each other and are always bouncing ideas off of each other.

What have you learned most since creating ILY Couture, and what is your favorite thing about it?
Hard work really means hard work. I saw this quote on Pinterest a couple years ago: “Work while they sleep, learn while they party, save while they spend, live like they dream.” It always really stuck with me. If you want to achieve big dreams and goals, it doesn’t come without sacrifice in the beginning.
What do you hope your readers take away from reading your blog?
If there’s one thing my readers take away from Hello Fashion, it’s to mix high- and low-end pieces. You don’t have to break the bank to create new outfits. And above all, style should always be an expression of who you are and what you’re passionate about. I’ve had outfits my readers hate and I love, but I still post about it because it spoke to me at the time and I want my style to be an expression of the things I really love.
Do you have any projects, plans, or additions to your blog or ILY Couture that we could look forward to for the second half of 2016?
We have some really exciting travel plans coming up this summer and are gearing up to launch our fall collection for ILY. Of course I can’t spill all our secrets, but we have some really exciting things coming up.
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Christine Andrew Talks “Hello Fashion” and ILY Couture: Photographs courtesy of Christine Andrew

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