Devon Lee Carlson is a born-and-bred So-Cal girl who has made the most of the burgeoning digital platforms she grew up with: by the tender age of 17, she and her younger sister were using Instagram to form their own business, Wildflower, producing customised phone case designs that have been worn by everyone from Bella Hadid to Lana Del Rey.

Today, she’s a model and vlogger with an inspirational, innate personal style that mixes thrifted pieces with designer vintage – and has teamed up with Louis Vuitton on a campaign and Marc Jacobs on a t-shirt. Still, Wildflower remains the string to her bow that she’s still “most proud of” – and the thing is, when Carlson is such an all-around lovely person, you simply have no choice but to get behind her every success.

Like all good L.A. girls, Carlson’s also a keen animal activist. “Dogs really have my heart and I’m so passionate about helping them and finding homes for all the pups in need,” she says. 

What issues or causes are you passionate about and why?

Devon Lee Carlson: In 2018 my community was affected heavily by the wildfires in Southern California and we also had a mass shooting happen. My friends, boyfriend, and I decided to put on a local flea market and benefit concert. My boyfriend’s band, The Neighbourhood, played and we had companies like UNIF, For Love and Lemons, Solid and Striped, Wildflower cases, and more participate. I also gathered up a ton of clothes from my closet and some of my fellow influencer friends’ closets and sold them at the flea market. We donated all the proceeds back into our community – it was truly the most rewarding experience. 

How is your work unique to you, or informed by your perspective, experiences, or identity?

Devon Lee Carlson: When Wildflower started I was only 17 years old. Instagram and Youtube were just starting out and my younger sister Sydney and I were using our age to our advantage by running a company in a new way that hadn’t been done previously. With modelling, I’m usually get booked to act as myself on set, which isn’t typically how models start out in the fashion industry.

What creative or philanthropic project would you work on with a grant from the Dazed 100 Ideas Fund?  

Devon Lee Carlson: If I was to receive a grant, I would want to donate it to a non-profit that works to protect abused, abandoned, ill and in danger dogs. One in particular that I support and admire is Marley’s Mutts. As a dog owner (Martin is my child), it’s heart-breaking to see so many dogs being abused/neglected with no way out. People need to realise that we aren’t the only species in this world and need to respect/protect other mammals.