A social media star with style to spare | MADISON MAGAZINE

When Chloe and Ryan Homan moved into a new home in September 2020, they were hoping to transform the nineteenth century farmhouse into a modern home — and a home base for Chloe Homan’s online hair care brand, Frizz & Frillzz. She needed space for video equipment and product storage … but wait, is that built-in bookshelf full of shoes and purses?

“To me, an outfit isn’t complete if it doesn’t include countless accessories,” says Homan. 

Homan — who now has more than 500,000 followers across TikTok and Instagram — has been posting about caring for and styling curly hair since 2018. In 2021, she launched Curlfriend Collective, an e-commerce brand of hair accessories and tools. Naturally, most of her content focuses on hair, but almost every reel or TikTok she posts has some comments about her clothes (or her shoes, or her makeup).

Homan’s style tends towards a kind of “maximalist boho” vibe — bright colors, mixed patterns and accessories galore. But don’t be fooled by a feed full of statement pieces and fit checks: “If I’m at home and not filming, [it’s] sweat sets all day every day,” she says. 

Sustainability is a major part of her fashion sense, too. 

“Until a few years ago, when I entered the e-commerce fashion/beauty space, I didn’t realize just how bad synthetic fibers and fast fashion was for our bodies and our world,” Homan says. Most of her “fun one-off” pieces are rented, and most of her wardrobe consists of timeless staples made of natural fibers like silk, cotton, linen or cashmere.

A Q&A: More fashion talk with Chloe Homan

How would you describe your style?

I swear my style can be chameleon-like in a lot of ways based on how I’m feeling that day. Overall, I’d say it’s vibrant, colorful, and versatile with a focus on sustainability.

Your “why.”

I love connecting with my community and helping them not only learn, but feel like they have a place where they feel seen.

Your style icon is…

Carrie Bradshaw in every way! (We share an unhealthy obsession with shoes.)

What’s your favorite Curlfriend Collective item right now?

Right now, I find myself going for our Silk Lined Cashmere Beanies most days! They’re comfortable, warm yet breathable, and perfect for keeping frizz at bay.

Go-to accessories?

The things I pretty much never take off are all my rings … I also love to stack necklaces. All of my fine jewelry is a mix of vintage, whether it was thrifted or handed down to me, or a piece that has meaning to me from a special event in my life. Each one reminds me of a happy memory or someone I love.

Go-to hairstyle?

I style my hair with scarves all the time! It’s one of the easiest, most versatile, timeless and fun accessories to upgrade any look.

What are your favorite brands?

Lisa Says Gah, Yellow The Label, Cult Gaia, Anthropologie, Everlane, Naadam, Agolde and Reformation. The brands I tend to gravitate towards are a mix of fun, pushing-the-edge styles and high quality pieces that’ll last for years to come.

What are your top recommendations for hair or beauty products?

A few stick out from this past year: RMS Beauty Bronzer (literally the holy grail of clean beauty bronzers!), Thrive Causemetics Fiber Mascara (perfect for sensitive skin), Olaplex Volume Dry Shampoo, Curlfriend Collective Hair Match Scrunchies (made of silk to protect your hair from breakage) and the Bounce Curl Define Brush.

“Style Icon” is a monthly column written by Anna Kottakis. To nominate a Madison local with a striking personal style or a unique fashion perspective, email [email protected].

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