Amanda Shadforth


Behind the scenes of The Collective cover issue 16


Blog: Oracle Fox


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What was it like filming the show?

I know this may sound quite contradictory as I have over 600,000 readers across different platforms, but I am actually quite a private person. It really has been a huge step for me to allow cameras into my world and of course I was a little apprehensive at first as Oracle Fox has always incorporated an element of mystery.

What are you most excited about the Fashion Bloggers TV show?

I am most excited about giving a behind-the-scenes peek into the world of Oracle Fox. Looking from the outside in, it can seem very carefree and seamless but there’s certainly a lot of time and effort – blood, sweat and tears – that goes into maintaining the Oracle Fox site and social media platforms. Sometimes there are great sacrifices and it can be very challenging to balance work and family life, but it’s labour of love and I can’t imagine doing anything else.


How many photos does it take to get the photos on your blog?

This can vary substantially depending on the nature of the shoot. For example, whether it’s for Instagram, an editorial or a personal outfit post. The weather, time of day and lighting can also play an integral role so there is no set formula. An editorial shoot is naturally going to produce far more shots than an Instagram, especially if the weather is perfect and I am loving what I am seeing through the lens. Let’s just say that I’m definitely a perfectionist and take my time in order to get the perfect shot.


What are your top tips for other women running an online business?

Having a site really is an all-consuming job, particularly now as there are so many social platforms that run alongside Oracle Fox such as Instagram, Facebook and Twitter and I treat each of them differently. You really have to love what you do and be completely authentic with what you create for your readers. Stay true to your aesthetic and be sure to translate your personality in a genuine way.


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