The Secret To This Influencer’s Look Is Keeping It Casual—And The Perfect Lipstick

Want to know more about the people behind some of Instagram’s coolest accounts? Introducing Street Noise, our answer to the trends happening on the streets—and on our feeds. We’re going straight to the source for intel on how it all goes down.


Em Roberts, also known as The Lipstick Fever, is a full-force female entrepreneur who runs her own lifestyle and beauty blog and hosts her own podcast called The Big Move, which was inspired by her move from New York to London. Despite the hustle that comes from working for oneself, Roberts still makes time to carefully curate—and document—her everyday outfits. Below, the New York-turned-Londoner opens up about her favorite brands, her malleable style, and her strong dislike of cold weather.


Where do you live?

“London! I moved here almost two years ago from New York City.”


Where are your favorite places to shop?

“Shopbop, Net-A-Porter, The Outnet, Zara, Topshop, and &OtherStories.”


What brands are you loving right now? 

Ganni, Agolde, Reformation, and The Kooples.”


What are your go-to outfit essentials?

“Great denim (I live in Agolde), a favorite nude lipstick (lately it’s ‘Emotive’ by Chanel), and a great pair of sunglasses. I buy them mid-price level so I can always keep it fresh and new. Mango has great ones.”


Tell us your style philosophy.

“Less is more! Keep it simple, chic, and classic, and add in your own touches of flair.”


What style rules, if any, do you religiously follow? 

“I don’t really follow any rules per se! I just like to keep things clean and classic. Maybe my one rule would be don’t overthink your look and have fun with your fashion.”


Casual or dressy?

“Although I love to get dressed up once in a while, I’d say casual! I’m more of a minimal makeup, messy hair kind of gal.”


What country or culture do you think captures your style most?

“My style really does take shape to wherever I’m living. Living in Europe, I’ve totally adopted the Euro style of wearing really strong, high-quality staple pieces, rather than fast-fashion.”


Hot weather or cold weather?

“Hot! I hate the cold. Even though I grew up in New England and the winters are FREEZING, I can never get used to it. I really appreciate London’s mild winters.”


Emily Roberts


Puff Sleeve Mini Dress




P448 SOHO in White




Original Trucker Jacket




Ophidia Mini GG Supreme Canvas Crossbody Bag



Emily Roberts 1


DESIGN tailored forever pants




Active Sleeveless Mock Neck Crop Top




Bolt White




Chunky Chain Woven Shoulder Bag



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