Day in the life of an influencer manager at MBFWA

She’s the Account Director at One Daydream looking after literally dream brands such as Sephora Australia, Bite Beauty, and beautyblender – but that’s not the only role publicist Amy O’Shaughnessy has up her sleeve… she’s also the manager of top influencer Ellie Gonsalves and stylist Lana Wilkinson.

With both Ellie and Lana playing significant roles at this week’s Mercedes Benz Fashion Week Australia, Amy was also very much kept on her toes to ensure her management duties were fulfilled. Here, we got her to talk us through exactly what her first day of MBFWA involved…

“The juggling life of a publicist is sometimes overwhelming and constantly changing, but I wouldn’t have it any other way – I LOVE my job. This is what a day in my life looks like during MBFWA…”

4:30am
It’s Fashion Week!!! Wakeup, check & respond to any urgent emails and texts, turn on the most important appliance in my kitchen – my NESPRESSO coffee machine because COFFEEE COFFEE COFFEE and eat some fruit toast to get my energy going in between applying my makeup (it’s all about multitasking). Today I am managing my two AMAZING clients – social media influencer and international model/actress Ellie Gonsalves and celebrity stylist Lana Wilkinson.

5:00am
I am jumping into my car and heading over to meet my clients at their hotel ahead of the MBFWA SWIM show – not before stopping into Coles because we need supplies.

5:30am
Coordinating everyone at the hotel and ensuring all outfits are ready for the afternoon before loading Ellie & Lana and their entourage into a waiting car ahead of their live-cross with Sunrise this morning.

6:00am
We arrive (dark, early & rainy) at Carriageworks for backstage hair and makeup with Ellie and the first morning Sunrise LIVE cross with Lana.

7:00am
We are on the hunt for coffee – more coffee needed!!!

Amy O’Shaughnessy with Ellie Gonsalves.

7:45am
I am briefing the Sunrise team and Ellie in readiness for her live cross at 8am before her opening for the MBFWA SWIM Show.

8-9am
Managing and coordinating media photos and interviews for Ellie backstage ahead of the show.

9:30am
Take my seat in readiness for the show, ready to cheer on Ellie at her Fashion Week debut.

10:00am
Managing further backstage media opportunities with Ellie, including Channel 9 News.

10:30am
We are jumping into a waiting car to head to North Sydney Pool to shoot Ellie for IMG/MBFWA. This is where I become the onset all-rounder aka: Stylist, Hairstylist, Makeup artist, PA – you name it, us publicists generally do it 😊I always say that publicists could run the world! #wegetshitdone

11:30pm
We are heading back to MBFWA to attend the Bianca Spender show, not before a quick outfit change in the car on the way back to Carriageworks #theglamorouslife.

12:30pm
Heading into the office to refresh and catch-up on some work and emails.

2:00pm
Off to lunch with my clients at the new Bea Restaurant at Barangaroo House – highly recommend their Espresso Martinis for a little afternoon pick me-up! #nothealthy

4:00pm
Back to the office I go to catch up on some emails before heading back to my client’s hotel to prepare for the evening Alice McCall show and final fittings for Lana & Ellie, as well as finalising media opportunities for the following morning.

7:00pm
Time to head home and get the feet up with a nice big bowl of warm soup, a glass of reisling followed by a peppermint tea and some Netflix (my fave show right now is The Client List).

9:00pm – 10:00pm
Bed time routine – time to shower, check emails one final time, do a hair mask, cleanse my face and sleep with my fav Dr Jart Hydrating Face Mask on. Rest is super important throughout Fashion Week and so is looking after your skin – I also sleep with my feet elevated by a pillow because heels really do kill your life, but they look so pretty so… #beautyispain, right?

All images: Amy O’Shaughnessy

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