{"id":1935168,"date":"2026-05-14T00:00:00","date_gmt":"2026-05-13T21:00:00","guid":{"rendered":"https:\/\/analyse.optim.biz\/?p=1935168"},"modified":"2026-05-14T00:00:00","modified_gmt":"2026-05-13T21:00:00","slug":"wonderland-181","status":"publish","type":"post","link":"https:\/\/analyse.optim.biz\/?p=1935168","title":{"rendered":"Wonderland"},"content":{"rendered":"
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\n\t\t\tWonderland<\/span>
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\n\t\t\tMEET YOUR OGBFF, LAUREN SCHILLER<\/span>
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Fresh off designing Addison Rae\u2019s Coachella merch, Wonderland<\/em> sits down with OGBFF\u2019s co-founder and creative director to unpack what it really takes to run a small business all the while being TikTok relatable.<\/h3>\n
\"Meet
Via Instagram (@schillllller)<\/figcaption><\/figure>\n

If, like us, your TikTok screentime is eerily high, you may have seen Lauren Schiller<\/a>\u2019s recent (unsuccessful) attempt to convey emotion through her facial expressions \u2013 three successive videos that have gathered over 2 million views and a flock of praise ranging from Oscar award reclamations to highlighting the importance of always serving. Pre-emptive botox, Gen Z\u2019s panoptic awareness resulting in a constant state of mogging, or the influx of daily world tragedies that has essentially rendered us detached from our own empathy \u2013 whatever it is that makes a stagnant face incredibly relatable, it feels so<\/em> L.A., which intrinsically, feels so<\/em> OGBFF.\u00a0<\/p>\n

In fact, if there was a Venn diagram that displayed the correlation between smoking Capris in fake Chanel pumps, fighting through any hangover to make it to your 9 A.M. pilates class, and queuing up four blocks to sip on an overpriced iced matcha whilst working on your fake creative director job \u2013 without, of course, forgetting to post about it \u2013 OGBFF would be bang smack in the middle of it. But Lauren is nothing short of a fake creative director \u2013 she\u2019s as real as they get.<\/p>\n

\u201cI learn a lot about my customers when I\u2019m packing orders because I\u2019m seeing where they\u2019re going,\u201d Lauren tells me, as one of her clothing brand<\/a>\u2019s employees\u2019 broken computers led her to stepping into the role of Warehouse Opps Manager. Except the warehouse in question is Lauren\u2019s own home, where she dials in from, framing the Zoom call with her mysteriously pink curtain-covered wall. What\u2019s hiding behind? Perhaps her summer season products. Perhaps the general, boring paraphernalia of tape and boxes it takes to run a ready-to-wear business. The secret is never unveiled.<\/p>\n

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@nichelauren<\/a> <\/p>\n

2027 academy award perhaps ?<\/p>\n

\u266c Time \u2013 Hans Zimmer<\/a> <\/section>\n<\/blockquote>\n<\/div>\n<\/figure>\n

What she does reveal, possibly unknowingly, is her understated tenacity. She brushes off the struggles she\u2019s overcome in running her independent brand, including an accidental $4,000 monthly expense (more on that later). If OGBFF is the epitome of the hot girl walk uniform, then Lauren is like your best friend\u2019s older sister you wish you could borrow said uniform from. You think she has her shit together, but the more you get to know her, you realise she\u2019s, in fact, just like the rest of us, making it up as she goes along. She just so happens to do it in the most blas\u00e9e<\/em> way.<\/p>\n

It\u2019s the type of attitude that speaks to self-ascribed hot girls \u2013 and no, we\u2019re not talking about looks here. It\u2019s the aura of a girl who refers to Gwynneth Paltrow\u2019s \u201cfinding the balance between tofu and cigarettes\u201d quote religiously, and places Addison Rae at her fictitious alter. It was only natural then that OGBFF took on the task of designing the latter\u2019s Coachella merch this year, growing its register of A list supporters that already include Rosal\u00eda, Sabrina Carpenter, Devon Lee Carlson, even a Hype House-era Addison Rae, and, most recently, Kim Petras, after having contributed to her official Detour<\/em> album merch (check out the \u201cholographic id shirt<\/a>\u201d already available for purchase online).<\/p>\n

Below, Wonderland<\/em> chats to the founder, business owner, freelance TikTok director, internet idol, and the OG OGBFF girl about the art of understanding and translating a vibe, the influencer-aided supersonic start of her brand, and her three friendship golden rules.<\/p>\n

\n
\"Meet<\/figure>\n
\"Meet<\/figure>\n
\"Meet<\/figure>\n<\/figure>\n

Via Instagram (@schillllller)<\/p>\n

First off, congrats on the Addison Rae merch! It looks fantastic. I know you can\u2019t talk to me too much about that, but if you had to curate an OGBFFchella lineup, what would that look like?<\/strong><\/p>\n

It would be so weird. I feel like it would be like the most exciting thing to a really small group of people. It would be a completely different crowd than the crowd that normally goes to Coachella.\u00a0<\/p>\n

I\u2019m the type of person who, when I\u2019m in the car with other people, I have this playlist called, \u201cIn the car with other people\u201d because I\u2019m like, \u2018I know you don\u2019t want to listen to what I\u2019m listening to\u2019. So yeah, I would lean into that.<\/p>\n

What are you listening to in the car alone?<\/strong><\/p>\n

Well, this week I\u2019ve been listening to Prince. So, of course, everyone wants to listen to Prince, and Prince would definitely be at OGBFFchella. You have to love.<\/p>\n

You can\u2019t get in the car if you don\u2019t like Prince.<\/strong><\/p>\n

Yeah, you\u2019re not getting in the car.\u00a0<\/p>\n

The internet has been such a central focus for your brand, from the early beginnings to, essentially, its entire identity. What\u2019s one early memory you have of you spending time on the internet?<\/strong><\/p>\n

When I started getting an audience, I thought I was weird. And it turns out there are so many people who are the same kind of weird as me. I don\u2019t even know how to describe it. It just kind of felt like finding my people, right? I know that that is kind of like a common experience on the internet, but it felt very exciting when it happened to me.\u00a0<\/p>\n

What app or platform did you find your people on?<\/strong><\/p>\n

TikTok for sure. That\u2019s definitely where I found my audience. And it was fun because I was making TikToks on my personal account, and then also started making TikToks on the brand account. And they began working together. People would be like, \u201cOh, I thought you were this, and you\u2019re also this.\u201d<\/p>\n

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@ogbff___<\/a> <\/p>\n

i tried to film a time lapse of me putting the beads in here but I accidentally recorded in slow mo<\/p>\n

\u266c I Love It (feat. Charli XCX) \u2013 Icona Pop<\/a> <\/section>\n<\/blockquote>\n<\/div>\n<\/figure>\n

And then obviously you had @tinyjewishgirl (who we love) as a very early supporter. You also had Depop really supporting you in the early beginnings. Did you imagine that OGBFF would blow up this quickly?<\/strong><\/p>\n

Definitely not. I remember it was the first two months, and it was like @tinyjewishgirl, who was so<\/em> popular at that time, was buying things and making videos about them. And Addison Rae posted a selfie in a tank top that we made \u2013 that was 2021 Addison Rae, like that was major. Emma Chamberlain [as well]. I remember @lilmami_lani DMing, and being like, \u2018I want to buy a birthday gift for my friend Devon [Lee Carlson]\u2019. And I was like, \u2018Oh, my God\u2019. [OGBFF was] one or two months old at this point. This is definitely not the level of success I was envisioning happening this [quickly]. It\u2019s like, you don\u2019t even know what to do. It all felt surreal.<\/p>\n

I remember the first viral moment, there was no ogbff.com<\/a>. There was no website. It was all happening through DMs. Our first collection sold out through DMs and [we were operating on an] honour system of people, us being like, \u201cOkay, well, you DMed first, so the product is yours.\u201d It was a mess, but it was a lot of fun.\u00a0<\/p>\n

That is quite insane. Obviously you\u2019re super known for these really fun, iconic quip graphics. How do you come up with these?<\/strong><\/p>\n

I have a note in my notes app that I add to almost every day. It\u2019s like an incredibly long note. It\u2019s mostly just me noticing things and and then when it\u2019s time to design something, I\u2019ll go to that note and just kind of try to figure out what speaks to me the most. [If] I\u2019m designing a polo, and I need something small, [I look to see] what I have on that list that\u2019s an acronym. I\u2019m [always] trying to fit those ideas to different products. A lot of it is just not overthinking things that are in that note. Because sometimes it really just is the simple, obvious idea.<\/p>\n

The \u201chot person at work\u201d sticker? I mean, that is actually genius. It\u2019s on everyone\u2019s laptops.<\/strong><\/p>\n

It is so much fun to have that on my computer. It gets me lots of looks and stares and compliments.<\/p>\n

Your brand has often been described as clothing for hot people. How do you define a hot person, and why are they wearing your stuff?<\/strong><\/p>\n

A hot person is so much more about their energy and their confidence, rather than the way that they look. It\u2019s just someone who\u2019s, despite everything, got a little bit of levity, and is looking for a good time, wants to make people laugh. It\u2019s someone who loves to be the centre of attention. Or the quiet, hilarious person that sits in the corner and only talks every 10 minutes, but everything they say is absolutely hilarious. Just magnetic people. I think when people are magnetic, it\u2019s hot.<\/p>\n

\"Meet
Via Instagram (@ogbff_)<\/figcaption><\/figure>\n

I would also argue that hot people care about their customers, which you obviously do \u2013 like that time you spent $4,000 on this SMS subscription.<\/strong><\/p>\n

Every month\u2026 It was a long time ago when I wasn\u2019t as good at reading contracts. I signed up for this text subscription service because I was like, \u201cOh, this is such a good idea. Going live isn\u2019t enough. Replying to DMs is not enough. I must text my customers.\u201d So I had a baseline requirement of spending $4,000 a month on this text subscription app, for an entire year. I got creative with it, and like, had a lot of fun. And texting your customers does lead to sales, but it was a waste of money. But also it was a lot of fun.<\/p>\n

Are you quite caring in nature, or were you very much like, \u201cI\u2019ve had bad experiences in the past with other customer service, so I will make it a point that my customer service is so ace?\u201d\u00a0<\/strong><\/p>\n

I don\u2019t even think that OGBFF has incredible customer service, but it does follow the brand\u2019s voice. So it\u2019s like, you might not get a response for a week and a half, but it will be in my voice.\u00a0<\/p>\n

I think that the internet just makes it easy to connect with your customers in a unique way, and it\u2019s kind of like a win-win scenario, because I\u2019m getting to know my customers\u2019 habits online. I can click on their profile and see what they\u2019re like and what they consume, and then they can feel seen and taken care of by a brand that they\u2019re supporting. So I\u2019ve always found it really beneficial to build a relationship with my customers online, but it\u2019s not because I think it\u2019s good for business. I\u2019m just on my phone. If I see someone DM something crazy, I\u2019m gonna want to respond to it immediately.<\/p>\n

I actually love that, because I would be like \u201cGirl, I literally don\u2019t know.\u201d<\/strong><\/p>\n

Sometimes that\u2019s the best email. I\u2019ll be like, \u201cI genuinely have no idea what happened to your order, but I\u2019m dispatching another one today. So sorry.\u201d\u00a0<\/p>\n

Keep it cute.\u00a0<\/strong><\/p>\n

Yeah, keep it cute.<\/p>\n

\"Meet
Via Instagram (@ogbff_)<\/figcaption><\/figure>\n

There\u2019s been so much discourse around the title of creative director lately, because it\u2019s sometimes used as a nothing title \u2013 it\u2019s thrown around and doesn\u2019t actually mean anything. But I see you as a true creative director, and I mean that in the best way possible.\u00a0<\/strong><\/p>\n

Thank you.\u00a0<\/p>\n

Do you think that title is true to what you do?<\/strong><\/p>\n

I do think it\u2019s a great description for my work. In a perfect world, I am only the creative director of this brand, but because it\u2019s a small business, I do end up having to wear a lot of different hats, which I hope isn\u2019t diluting my creative director work.\u00a0<\/p>\n

I think that I just have an opinion about everything, and I\u2019m a very confident decision maker, so that kind of naturally puts me in this creative director position, if you will. And also I feel like I immediately, once I entered the LA scene, I was not an expert at anything, and I kept trying to get jobs by being like, \u201cI\u2019m just really creative.\u201d And people are like, \u201cYeah, but what do you do? Are you a video editor? Are you a director?\u201d It wasn\u2019t until I found a way to combine all of my skills and that it made sense.<\/p>\n

Do you think that also being so hands-on in different parts of your business informs your creative directorship? Or do you think it\u2019s more of a distraction at times?<\/strong><\/p>\n

It\u2019s definitely both. The person that works for me, her computer broke last week, and I had to pack orders. I learn a lot about my customers when I\u2019m packing orders because I\u2019m seeing where they\u2019re going. I\u2019m seeing what two products people are buying together, or what the most popular product last week was. That information is easy to overlook, but I\u2019m like, \u201cOh, maybe I need to do another pink shirt, because people are obsessed with wearing pink shirts right now.\u201d So, yeah, it\u2019s definitely helpful, but if I did it too much, it would very easily become a distraction.<\/p>\n

\"Meet
Via Instagram (@ogbff_)<\/figcaption><\/figure>\n

On top of the 10 or so roles you take on at OGBFF, you\u2019re also, as your Instagram bio says, a \u201cTikTok director.\u201d Tell me what that is, because that sounds quite fabulous.<\/strong><\/p>\n

That is my freelance work that I just have not been able to let go of, because it is my passion. Before [founding] the brand, I worked in video at a record label. I did TikTok analytics and like assistant video stuff. I just have such a passion for video content creation, and when I get offered incredible jobs to direct short-form content for incredible clients, it\u2019s really difficult for me to say no. [What] TikTok director is, [is that] I\u2019m a video director, but I specialise in absurd short-form content that is meant for TikTok audiences, right? So people have encouraged me to just call myself a director, but I want people to know that I\u2019m going to want to make a weird video that cannot be longer than 12 seconds, that doesn\u2019t feel like an ad at all, and will confuse its audience.<\/p>\n

Are your clients mainly music artists, or are they also brands?\u00a0<\/strong><\/p>\n

It\u2019s kind of all over the place. It started as mostly music artists, because when I left the record label, I started working directly with musicians, and those relationships were beneficial early on in the brand. That\u2019s how I was able to place a lot of clothes on musicians. It very quickly led to working with more corporate clients, but still [within] the fashion universe.<\/p>\n

And so you also do consultancy, which I think is like the ultimate compliment of having good taste.<\/strong>\u00a0<\/p>\n

I think that I am very in touch with like, a vibe that seems to be important and valuable to people. I understand people want to pay me for my perspective and my taste, and I think that it\u2019s because I approach everything with a sense of humor and relatability. And a lot of companies have realised that that\u2019s how you can push product. So they try to do it,<\/p>\n

but their tone is so off, and it ends up missing the mark. So it\u2019s beneficial for people to bring in someone who actually speaks the language in order to properly communicate what they\u2019re trying to communicate. I just have a very strong vibe-o-meter and no formal qualifications. That seems to be fine with everyone.<\/p>\n

\"Meet
Via Instagram (@ogbff_)<\/figcaption><\/figure>\n

Back to OGBFF, because I just love that name. <\/strong>What are your three golden rules with your own BFFs?<\/strong><\/p>\n

This is a really difficult question to ask because I wanted to take it so seriously. I am such a serious friend, and have always been. I do not play about my friends.\u00a0<\/p>\n

Number one: no competitive vibes. We are a team, and I want you to win.\u00a0<\/p>\n

Number two: learn how to take good photos of one another. That is very important for friendship retention. My sister is pretty much my best friend, and we always joke that she has graduated from the Lauren Schiller School of photography. It is always that serious.<\/p>\n

Number three: it\u2019s obvious, but don\u2019t date each other\u2019s exes.<\/p>\n

100%. Those are great rules, actually.<\/strong>\u00a0<\/p>\n

Thank you.<\/p>\n

Words \u2014 Juliette Eleuterio<\/p>\n<\/div>\n<\/section>\n

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\n\t\t\t\t14 May 2026\t\t\t<\/div>\n
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Fashion<\/a><\/div>\n<\/p><\/div>\n
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\n\t\t\t\tA summer\u2019s eve with the Livies<\/span> <\/span><\/a>\t\t\t<\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Wonderland MEET YOUR OGBFF, LAUREN SCHILLER Fresh off designing Addison Rae\u2019s Coachella merch, Wonderland sits down with OGBFF\u2019s co-founder and creative director to unpack what it really takes to run a small business all the while being TikTok relatable. Via Instagram (@schillllller) If, like us, your TikTok screentime is eerily high, you may have seen […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[226,257],"class_list":["post-1935168","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-crawlmanager","tag-wonderlandmagazine-com"],"_links":{"self":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/1935168","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1935168"}],"version-history":[{"count":0,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/1935168\/revisions"}],"wp:attachment":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1935168"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1935168"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1935168"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}