Gili Biegun is the founder and editor-in-chief of JOYS Magazine – an independent, carefully curated collection of visual stories about fashion, beauty, lifestyle, and art. JOYS is printed biannually and features original content from a unique point of view. Gili’s work as a photographer, art director, stylist, and editor, gained her a large following community on social media and resulted in her becoming a fashion Influencer.

We live in a digital age. How did Joys, your print magazine, come to be?

The creation of the printed edition of JOYS came to light with the longing for a connection to the physical world. Yes, glossy fashion magazines are closing due to the lack of relevancy in the digital age, yet, I felt there was a demand for a coffee-table-book-like magazine printed on quality paper in hardcover. My instincts were correct and even-thought times are not easy in the descending global economy and increase of inflating, JOYS is a fully independent magazine and just launched its 12th printed edition.

This is a very visual book, with lots of pictures and few words. What led to this decision?

I started my career as a photographer, in 2010, way before the increasing popularity of social media and 35mm film photography by gen z. Growing up in Israel and developing my work in Italy, traveling around the world, I find it hard to communicate verbally with other creators and talents from different countries.

Images are the international language of creators. Everyone speaks it, or at least understands it, and creating a platform for the ones who are passionate about fashion images and inspired by them came as a natural solution to the language barrier.

As a fashion influencer and publisher, how do you balance your responsibilities?

My work as a social media content creator came as a result of my work as an editor and a photographer. I used to, and still, post images from my work days and places that my work takes me, and my followers on social media are interested in my daily life. I hope I influence them in a positive way and inspire them to produce their own career in the industry.

Until 3-4 years ago, I only received invitations for covering shows and events as an editor and was seated in the press areas of shows, but since my social media grew, and so I had to become more flexible and creative (and work a bit harder) in front and behind the camera.

How has social media evolved over the years?

Social media became very popular very fast, and with a good push by cellphone camera technology, it became very easy to join the influencers’ parties. In one way, its reasonable to say that the competition is very high and the market is overly saturated with content creators, yet, at the same time, I believe that the actual influence, even in social media, comes from real-life physical experience and in the fashion industry these experience are very exclusive and limited. My followers love to see the inside look I show them to the working in real life and in person in fashion shows, events, and photoshoots.

What strategies have you implemented to reach a larger audience on social media?

Community is the key to creating a real, engaging, and devoted audience. My relationship with my followers is very close, I listen to what they like to see, what are their opinions on current events, and what they are passionate about. By creating authentic content that aligns with these subjects, I hope to attract a like-minded crowd.

Do you work for a specific brand? Is it easy for you to pull off what you wear?

I work with brands that align with my style and my mood; I immediately attract to work with brands with whom I’ve developed personal relationships and true friendships with their team.

It must be very busy for you. How do you spend your free time?

I always make time to take my dog for long walks around the hills that surround Florence or in the little alleys of the city. I find these walks inspiring, and when I let my thoughts wander, I get the best ideas.

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Is your work also infused with your passions?

Absolutely. My work as the editor-in-chief of JOYS magazine is very demanding, and combining it with the pressure of staying relevant on all social media platforms is not an easy job, but if I were not passionate about it, I would quit a long time ago. Of course, it’s not all fun 100% of the time, but achieving my professional goals is definitely worth the trouble.

How would you advise someone who wants to become an influencer today?

Today more than ever, people want to gain a large following on social media in order to get gifts, trips, fashion show invites, and paychecks. Very few are actually willing to take the responsibility and hard work it takes to influence others.

Being an influencer and actually influencing other people’s lives is a tough and demanding job of nonstop relevant content creation. My advice is to be honest with yourself and with your audience and explore creative ways to share your message.

What’s your next project?

I’ve just got back from Cannes, where I attended the WIBA Awards, and some of the winning influencers inspired me to create even more original content. I hope to grow my community globally and inspire other creators in the process. This summer, I will attend other events during Pitti Uomo in Florence, Paris Haute Couture Week, and Copenhagen Fashion Week while producing editorials in each city.

Glam and Beauty: Sunday Riley, MAC Cosmetics (products), The Parlour Firenze