User:Jfindl/sandbox

Allegra Louise Shaw
Allegra Shaw is a 26-year-old social media influencer, who has built a career sharing fashion, and beauty content on YouTube, Instagram, and her blog. Allegra’s self-titled YouTube channel has garnered over 850,000 subscribers since 2011, and over 1.1 million followers across all active social media platforms. Allegra is also the co-founder of Uncle Studios, an ethical and sustainable clothing line.

Early Life
Allegra Shaw was born and raised in Toronto, Ontario, Canada, on January 23rd, 1993. She attended the University of Western Ontario in London, Ontario, graduating in 2015 with a Bachelor of Arts Honours Specialization in History. Throughout her undergraduate degree, Allegra joined the Kappa Alpha Theta sorority at Western University, rushing in her 2nd year of studies.

YouTube Career
Allegra posted her first YouTube video on January 11th, 2011, an "Everyday Makeup Routine!", that began her career in the beauty and fashion industry. Shaw began posting YouTube videos in her last year of high school, expressing that it was an outlet for her during a difficult time in her life. What began as a hobby, soon became a career after Allegra graduated University and was having a difficult time figuring out what career path to follow. Throughout Allegra’s YouTube career she has consistently produced fashion and beauty tutorials, with the addition of vlogs, a few years after her start, to show a casual and candid look into her life. Allegra’s content keeps up with the current trends in fashion and beauty, showcasing many clothing hauls, and styling videos. Additionally, Shaw has taken her audience to Paris and New York Fashion Week, vlog style, and posted videos, such as, "Spring/Summer Fashion Trends 2019" , to keep her audience ahead and in the know for the future of fashion and beauty.

In addition, Allegra has integrated lifestyle content throughout her YouTube videos and blog posts. Workout routines, and fitness related Q+A's are frequent on Allegra's YouTube page, as well as candid conversational videos discussing more serious topics such as mental health, self-confidence, and self-care.

Recently, Allegra has garnered recognition for her single shot outfit videos, with several of her most viewed video following this same concept. Allegra's series of one-take outfit videos feature dozens of looks pieced together from a capsule wardrobe, selecting staple items and demonstrating the versatility within a select wardrobe. This popular concept has become a reoccurring video featured on Shaw’s YouTube channel seasonally. Further, the popularity of these videos is showcased with her most popular video being "Spring Go To Casual Outfits | 2017", garnering over 5 million views. This one-take concept has been used as inspiration for other content creators such as, Aspyn Ovard, Jess Conte and more of whom have produced similar videos after Shaw's first posted hers on July 22nd, 2016.

Partnerships and Collaborations
Allegra, a Toronto native, has collaborated with various Canadian bloggers, such as Allana Davison and Estée Lalonde. However, most of her videos feature herself, close friends, and current boyfriend, Joey Gollish. As Allegra’s viewership has grown, she has worked with many reputable brands in partnerships on her YouTube and Instagram page, including some of the following ,


 * MTV
 * Dollar Shave Club
 * Interac
 * Hudson’s Bay
 * Nordstrom
 * Dove
 * Naadam
 * Bumble Canada
 * ShopBop
 * Rudsack
 * Revolve
 * Hyundai

Paid partnerships consist of creating photo and video content featuring a brands product, to promote a product/service launch or bring awareness to the products/services a company offers. Partnerships are a large contributor to the income of social media influencers, as they are monetarily compensated depending on audience engagement, and followers. Collaborating with other influencers is an effective method in growing ones viewership, in collaborating, influencers are able to attract new target groups and increase exposure through others platforms. This process is not monetarily compensated, and is often done as a mutual aid for one another.

Clothing Line
Allegra, along side, co-founder and friend, Shirin Soltani established Uncle Studios in 2016. This brand creates on trend, unisex clothing with the root focus of their company on the environmental and ethical side of clothing production. Uncle Studios is a Canadian based clothing line, with emphasis on sourcing ethical and sustainable materials, and manufacturers. Further, Uncle Studios uses 100% eco-friendly packaging, and is transparent with their audience about the background and production of their products. Uncle Studio’s has an active website, and Instagram page with over 13,000 followers, where they feature their clothing items and content that supports the aesthetics of their brand. In December 2018, Uncle Studios released a project to support a Toronto initiative, Sistering, and donated $10 from every "Bell Hook" t-shirt sold towards the organization who aids at risk women in Toronto.