Rising Stars: Ruthie Friedlander Turns Her Fashionable Experience Into Views
For Ruthie Friedlander, site director at InStyle.com, photos of Kate Moss and Christy Turlington were, from a very early age, as important as researching trends, learning reading about up-and-coming actresses, and learning about designers. “I became totally addicted to fashion,” she says.
Friedlander, 29, joined Time Inc. from The Wall Group, where she was creative team lead. She was hired in September by InStyle’s new editor-in-chief, Laura Brown.
“InStyle epitomizes everything that I love about fashion,” Friedlander says. “I’m excited to drive the expansion of our digital community, which reaches 10 million users across all platforms, with video and online content in a unique, fashionable voice.”
Prior to the hires of Brown and Friedlander, Time Inc. had grouped InStyle in a network with various other fashion sites, including xoJane and Mimi.
Friedlander tells min that she learned an important lesson early in her career while working at a luxury fashion house. Tasked with sending out a priceless gown for a magazine cover shoot as she’d done a million times before, she mailed it—to the incorrect address. It ended up arriving at an entirely different location, missing the shoot.
“What I learned is that no matter how good you are at going through the motions of your role, attention to detail is always going to be incredibly important. That, and that you should never take your eye off the ball,” she says.
And she’s kept it both on every ball since. The result? Before turning 30, she’s already worked for brands like including Chanel (as social media coordinator) and Elle (as deputy editor). Looking towards 2017, what has her really excited pumped is how video will evolve on InStyle.com.
“One of the franchises I’m most excited about it called, ‘Breakfast In Bed With…’ where I ambush fashion heavy hitters with breakfast in their bedrooms.”
She tells min that the brand is still waiting to confirm who the subjects will be for that series, but that she’s also busy developing another franchise called “Who’s the Boss?” With that series, a celebrity will come in and pretend to be editor-in-chief for a day—“scolding everyone, including Laura Brown! We think [the engagement for both series] will be through the roof!”