Louis Powell talks social media & being a CELINE model

Louis Powell talks social media & being a CELINE model

by Juliette Eleuterio
6 min

If you’re going to spend your time scrolling through your content creators’ feeds, be sure to add Louis Powell to your roster. With over 130k followers on Instagram and over 400k on TikTok, the English model and internet figure never misses to show up and show out, usually dressed in ‘70s-inspired flared trousers and an Oxford shirt or other, using the streets as his own personal runway.

While social media influencing has become a career for many in this digital age, Powell knows that the real power of content creation lies outside the confines of his iPhone. In fact, he uses his platform to dip in and out of all sorts of industries, snatching opportunity after opportunity. A highlight of his remains walking for CELINE during Paris Fashion Week.

From Valentino to Alexander McQueen, fashion show front rows have become a setting Powell is often spotted in. From a foray into TikTok out of lockdown boredom to taking the fashion industry by storm, Louis Powell is only going upwards and forwards from now on. We chatted to the young model to talk about the benefits of social media, his journey on TikTok, and his modelling experience.

Louis Powell ©

Being a social media creator, you’re kind of a jack-of-all-trades. What does a typical day in your life look like?
It’s going well thank you! Mmm, a typical day, I wouldn’t be able to say because every day is different. If it’s an event I’m going to or making a video or even just planning content. I feel like it totally changes all the time.

Talk to us about your content creation journey?
Well it started like I think for a lot of people during lockdown back in 2020. I was stuck at home of course and I wanted to stay creative, so I downloaded TikTok and just started posting random outfit videos haha! 

I feel like I’ve never really decided it’s been my career but I guess you could definitely say it is now my career. Very grateful to be able to say that. 

How would you describe your content evolution?
I would say my content started off with just posting random videos, I wasn’t really taking it too seriously and I’m still not taking it too seriously but I would say I do now put a lot more effort into planning outfits and locations, and making my content more specific, if that makes sense.

@youngmanpowell A gorgeous show with the best people &lt3 @Valentino #fyp #foryoupage #mensfashion #mfw #fashionshow ♬ Sprinter – Dave & Central Cee

From what can be seen on your channels, your content spans many different worlds, from skincare to fashion to POV-style videos. How do you come up with content ideas? Would you say you plan most of your content or ideas come to you spontaneously?
I would say a lot of the times my ideas come spontaneously, like even when I’m about to fall asleep, I’ll think of something, turn the light on, write it down and then go back to sleep, It’s weird I know hahaha. Although I do think sometimes the best ideas happen in the moment when I’m out shooting.

What Instagram post, TikTok, or other project for social media did you spend the most time working on?
I recently shot a project for Loro Piana and I wanted it to feel out of this world, so I booked a flight and spent a few days shooting this campaign for them in Iceland in freezing conditions hahah. It was definitely worth it though, the video came out exactly how I wanted it to. 

We get to see so much of your life online, witnessing real-life events such as meeting Vivienne Westwood or attending the Valentino show. What has been a career highlight of yours or an ‘I’ve made it’ moment?
I think yeah both of those scenarios were moments that didn’t feel real, but I never like to say or think that I’ve made it because then it feels like you’ve got nowhere to go, or no goal if you’ve already made it. I’m very grateful for all the wonderful people I’ve met so far.

Louis Powell ©

Social media and modelling, which you have done for brands such as CELINE, go somewhat hand-in-hand. What would you say are similarities and differences between the two? Do you have a favourite?
Yes I would say that these days they definitely do go hand in hand but I think that in modelling you have much less say in how your career goes. One minute you can be working loads and the next you’re at the bottom of the pile. Whereas with social media I think you can really decide what you want to do, and kind of create your own career.

How do you prep yourself to walk a runway show? What goes through your mind moments before stepping out?
I haven’t walked a runway in quite a while, so it’s hard to remember what I was thinking, but I remember I was in Milan and I was picked to walk a show literally 30 minutes before it was starting. So I arrived and they quickly did my hair and makeup and put me in an outfit which I had no idea what it was going to be, and sent me out on a runway which I had no preparation for. I remember thinking, this could go horribly wrong hahahah but I managed to walk in a straight line and not trip over. I also put in some music two minutes before going out to get me in the mood, that definitely helped.

@youngmanpowell The walk is on beat. #fyp #foryoupage #fashion #outfit #catwalk #xyzbca #viral ♬ original sound – el (ง'̀-'́)ง

Do you think the modelling industry is moving towards a place where having a presence on social media will be favourable?
Yes 100%, and I can only see it continuing to be like that. It’s all about the buzz.

Lastly, do you have anything in the works you can tell us about?
2024 I’m super excited for, and got a lot planned. Lots of travelling and hopefully some cool and exciting projects. I really want to focus on my content and making that my priority next year!

More on Culted

See: Lola Clark on the realities of online hate & her Zoobies

See: James Edward on getting scouted in his DMs & changes in the fashion industry

in other news

Comment

JOIN THE CULTED COMMUNITY TO GET THE LATEST ON FASHION, ART AND CULTURE