In Conversation With Anicka Shyrinn

From building a community of nearly two million followers on TikTok to launching her own fashion label, Glaussian, Anicka Shyrinn’s journey has evolved from content creation to entrepreneurship. The digital content creator, who began posting in 2019, has since taken her understanding of what audiences connect with into the world of fashion.

In conversation with ELLE, she reflects on finding her footing in the creator economy, building a business, and what she hopes Glaussian will stand for.

ELLE: You started creating content in 2019, before the creator economy had quite become the phenomenon it is today. What made you believe there was something worth building when you were starting out?

Anicka Shyrinn (AS):I had a vision to do something new instead of following society’s rules and doing a 9-to-5 job. I didn’t know that I could generate a good amount of money from this, but I had a belief that this thing would eventually take off. Seeing the number of users and the craze around it, along with getting a good amount of likes and followers, kept me pushing and posting every single day. And suddenly, it became my full-time job.

ELLE: You grew a community of nearly two million followers on TikTok without a formal understanding of trends or the creator industry. What do you think you understood instinctively about your audience?

(AS):I knew that they wanted to see something new. When everyone was creating lip-sync videos or other types of content, I started experimenting with transitions and slow-motion videos. Many people weren’t doing it because of a lack of equipment or editing knowledge. I consistently created slow-motion content, and eventually, my fans gave me the tagline “Slowmo Queen.”

ELLE: Your journey has now taken you from creator to founder with the launch of Glaussian. What made fashion the category you wanted to build a business in?

(AS):I believe fashion plays an important role in everyone’s life. Everyone’s basic needs are food, shelter, and good clothing. Being a shopaholic myself, I believe fashion will never stop evolving; it will only continue to upgrade. It’s also a type of business that will definitely grow with the right vision and goals.

ELLE: Going from influencing what people want to wear to actually creating the clothes yourself is a very different kind of responsibility. What has surprised you most about being on the other side of the product?

(AS):The amount of time, money, and effort it takes to make a single product is unimaginable. As a consumer, I simply buy something I like, but as a founder, I have to research, analyse, and create data before even launching a single product. That surprised me a lot. I never realised how many things brands think about before launching a collection. We simply buy the products without knowing the story or the effort that goes into creating them.

ELLE: Your philosophy is ‘Create to Influence.’ How has the meaning of that phrase changed for you as your work has evolved from content creation to entrepreneurship?

(AS):As an influencer, it’s very important for me to create content that influences people; otherwise, there’s no point. I follow the same philosophy with my brand to create collections and products that can influence people while maintaining the brand’s identity.

ELLE: When you look at the next chapter of Glaussian, what do you want the brand to stand for beyond simply being another fashion label?

(AS):We want to stand for quality, the story, and the feeling. We want our customers to feel that they’re part of something, a community that pushes people to work in the right direction. We want them to feel that they’re improving and evolving in life. Everything holds energy, and the story behind the clothes makes them feel different. So, we want to tell our story to the world and make our customers feel it. We want them to feel fulfilled while experiencing luxury and comfort.

For Shyrinn, building Glaussian is about more than creating clothes. It is about bringing together quality, comfort, and a sense of community, while giving each product a story of its own. As she steps into this new chapter, her philosophy of ‘Create to Influence’ remains central to everything she hopes to build.