Kelly McCarren takes the term ‘it girl’ and throws it on its head. “I find the traditional concept of fashion and fashion bloggers extremely wanky and beyond unrelatable,” says Kelly, despite having worked in fashion for the past four years. Getting the last word is her forte, hosting a triplet of incredible podcasts and lending her hand as a wordsmith to a number of leading women’s publications. Now her own self-appointed CEO, Kelly tells Caitlin Vee why she doesn’t believe in role models and how she carved her own personal brand amid an oversaturated market. Spoiler – it’s not what you think.