Show Notes
Your personality is the one thing no competitor can copy. So why is everyone still copying each other?
Sophie Milham grew Odd Muse from 90K to 500K on TikTok and from just under 100K to 900K on Instagram — in two and a half years, straight out of a fashion styling degree, having never studied marketing in her life. She then became the very first hire at electrolyte brand SULT, who launched into Boots with a waitlist built before the product even existed.
So when Sophie says stop chasing the algorithm, it's worth putting your phone down and listening.
This one comes straight from the stage at Fashion Marketing Live, Elizabeth's sold-out event for fashion brand founders, and it is a proper masterclass in the thing most brands are still getting backwards: personality beats polish, every single time.
What Sophie covers:
The three places your brand's personality actually lives — founder-led content, employee-generated content (EGC), and personal branding — and how to pick the one that suits you
Why LinkedIn is the most untapped platform in fashion right now, and what to post on it that isn't boring
Storytelling over aesthetic: why the perfectly curated grid has had its day, and the 80/20 split Sophie uses instead
How SULT built a waitlist of buyers before there was a website, a product, or a single sample
The £100 giveaway stunt that put half a million people onto SULT before Sophie's first day
Why the month the Boots launch went wrong got the best engagement of the year
Your social media is your CV — and the pitch deck Sophie replaced with a list of Reels links
The "what's in, what's out" rundown you'll want to screenshot
Plus a genuinely brilliant Q&A on luxury pricing, messy content, and whether to keep your personal and brand accounts separate
If you have ever spent your 9-to-5 scrolling for research and your 5-to-9 doom scrolling for "inspiration", this episode is your permission slip to stop.
"People buy from people. They don't just buy a product."
Find Sophie LinkedIn: linkedin.com/in/sophie-milham-1636221b9
Instagram: @sophiemilhamx
TikTok: @sophiemilhamx
Mentioned in this episode SULT — drinksult.com · founders Milly Goldsmith & Henry Porpora · in Boots
Odd Muse London — oddmuse.co.uk · founder Aimee Smale · @oddmuselondon
Capala Swim — capalaswim.com · @capalaswim
PerfectTed and Surreal — brands she says are doing employee LinkedIn content properly!
Work with Elizabeth Magnetic — the six-month marketing accelerator for fashion brands. 25 places per round, weekly coaching, full training hub, monthly planning and the templates. → Fully booked for 2026! Join the waitlist for 2027 here > https://www.elizabethstiles.co.uk/marketing-waitlist
The Scaling Project — six months of 1:1 mentoring for established, VAT-registered brands → elizabethstiles.co.uk/level-up
Free resources → elizabethstiles.co.uk/freebies
The Fashion Feed — the free weekly newsletter and Facebook group
Fashion Marketing Live 2027 — Monday 15 March 2027. The first one sold out in 24 hours, so get on the waitlist via the menu at elizabethstiles.co.uk
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