Season 3 Episode 008 - How @whatemwore Launched Good Basics Club With Millions Watching

This week I’m joined by the brilliant Em aka @whatemwore whose outfit content and personal style evolved into one of the most exciting new brands on Instagram: The Good Basics Club.

What started with a few mirror selfies has grown into a sell-out label with 2 million followers watching closely. In this episode, Emma shares what it’s really like to launch with a big audience, how she built momentum behind the scenes and why simplicity is the future of fashion.

In this episode, we cover:

📦 That buzzy launch night and the reality behind the Shopify pings

📲 How she built a content strategy that actually converts

🧵 Deciding what to launch with (and what she’d change next time)

🧠 Why a slow build worked better than perfection

📈 Balancing a huge following with a small team and big heart

👚 The power of community shoots and real styling inspiration

🎯 What’s coming next for The Good Basics Club (spoiler: events, restocks and new pieces)

Whether you’re pre-launch, building a capsule collection or just feeling overwhelmed with content… Emma’s story is packed with practical advice and grounded honesty.

 

Links & Mentions

Follow Em and shop the collection!

https://www.instagram.com/goodbasicsclub/

https://goodbasicsclub.com/

Watch this episode on YouTube 🎥

Listen & Watch

You can listen by clicking through to Apple Podcast  here

You can also watch the episodes over on my Youtube Channel! (Remember to leave a comment!)

💬Don’t forget to rate, review or subscribe as it really helps more fashion founders find the podcast.

Sponsors

✨ A big thanks to Lucy & Yak, ScoreApp and Studio C for sponsoring this podcast!