Devon Lee Carlson

• Born August 3, 1994, in Newbury Park, California, Devon Lee Carlson (a.k.a Devvy, Dev, and Angel) is a well-known American YouTuber, Instagram influencer, model, and the brand manager of Wildflower Cases, an iPhone-cases designing company she co-founded with her sister Sydney.
• With 2,306 posts and 680,780 followers on Instagram, the daughter of Dave and Michelle is very active in social media.
• Now living in Los Angeles, California, she attended Newbury Park High School from 2008 to 2012, where she was in the varsity dance team. She went to Moorpark College after high school.
• She was a competitive dancer who had a "love for all things girly." Devvy also "has loved shopping from as far back as she can remember."
•  Jesse Rutherford, the Neighbourhood band's lead singer, is Devon's longtime boyfriend. Her Facebook page says she has been married to the singer since August 11, 2015.
• Her rise to social media started from a chance encounter with Miley Cyrus, and Devon asking her for a photo at a restaurant in 2012. Cyrus tagged Carlson in a Twitter post, appreciating the design of the iPhone case used in taking the photo.

Top Instagram Posts

• Dev's top 1 Instagram post, at the time of research, is a photo of her brushing her teeth while in the shower. The post has 167,892 likes and 1,136 comments.
• Dev's top 2 Instagram post is the photos of Dev and her boyfriend, Jesse, on what seems to be a park at a nighttime setting. The post has 158,178 likes and 903 comments at the time of research.
• Her third most-liked post is a set of photos of her in different poses, sporting a leather jacket adorned with pins and badges, including Chanel logo, an alien, and cherries. The post has 157,222 likes and 1,101 comments at the time of research. The album also includes photos of her showing the logo of Yves Saint Lauren.
• The fourth most-liked post on her Instagram is another photo of her and Jesse, this time inside a sun-roofed car with Devvy driving. Her post has 149,462 likes and 873 comments at the time of research.
• The post where Devon is wearing a black dress and holding an Yves Saint Lauren purse in one of the photos is the influencer's fifth-most popular. Her post has 144,708 likes and 1,185 comments at the time of research.
• Devon's five most-viewed videos can be accessed from the following links: video 1, video 2, video 3, video 4, and video 5.

Promotions On Instagram

• Carlson, in one interview, claimed she "is hoping her uninhibited approach to style will inspire her young followers to be themselves."
• The majority (83%) of her audience share the same interest in beauty & fashion.

Paid Promotions On Instagram

• Carlson has a paid partnership with Juicy Couture among six other models.
• Devon has modeled for Reformation in its Come Over Collection, and in one Instagram photo, showcased a Reformation's The Gavin Dress in checkers.
• Devon was one of Victoria Secret's collection muses for Love & Lemons Lingerie.
• She has modeled for other brands as well, from Miaou to Marc Jacobs, and been featured in publications from Vogue to GQ.
• The brand with the most engagement rating or the percentage of audience who likes or comments the post on her Instagram is Yves Saint Laurent, with 20.39%. Other brand mentions are Louis Vuitton (10.36%), Juicy Couture (12.33%), and Victoria Secret (14.1%).

Friends With Regular Appearance

• Her boyfriend Jesse Rutherford, the Neighbourhood band's lead singer, regularly appears in her social media posts. Jesse's Instagram account can be accessed here.
•  Lauren Leekley, Dev's best friend, also regularly appears in Dev's posts. Her Instagram account can be accessed here.

Perception

• Devon Lee Carlson was named the most influential shopping influencer in a poll of New York teens by New York Magazine, beating celebrities like Rihanna and Kendall Jenner. One teen admired Carlson's free-spirited fashion style, quoting, “I think it’s how confident she is, willing to try and wear weird or different things.”
• According to The Icon Issue, Devon is the ultimate West Coast style girl and stays true to her Los Angeles roots. The article titled "Devon Lee Carlson is our New LA Style Icon" takes inspiration from Carlson's pictures on Instagram and Tumblr because "no one does LA style like Ms. Carlson."
• Australian model and influencer, Marnie Johnstone, claims the model she admires the most is Devon Lee Carlson for her natural beauty and the way she expresses energy and emotion in her shots. Additionally, Marnie said Devon inspires her to just be herself and "be happy to rock your vibe in your own skin."
•  Reed Winckler, the online magazine GrrlPunch, feels connected to Devon because of her close family relationship despite fame and success. She also added "Devon’s personality is freaking adorable."
•  Bella Mae Gil, a contributing writer to the Washington Square News, elaborates in her article, how she admires Devon for her electric personality and astonishing fashion sense. The writer claims she found new confidence and felt happy after copying the influencer's lifestyle for a week.

Additional Insights

• Devon Lee Carlson's Instagram post gets, on average, 88,700 likes, 355 comments, and 218,163 views. Her Instagram has an average engagement rate, or the percentage of likes and comments over the total number of followers, of 13.01%.