“Not a Character”.
Red lipstick? A leather jacket? Your feed blowing up during Fashion Week? If these sound familiar, then you’ve already been pulled into the orbit of Lyas. Starting out without formal training, Lyas carved out a space for himself by fusing humour, self-expression, and a distinct voice that’s equal parts insight and irreverence. Needless to say, his videos bring the elite fashion world into the hands (and phones) of a global audience, and we’re here for it.
At the heart of Lyas’ rise is character — quite literally. Rooted in a love for theatre and transformation, he approaches fashion like a performance: dressing, speaking, and ‘existing’ as a character that reflects deep creative freedom. “Characters are created, dressed, customised,” he says—and with that mindset, he has built one of the most recognisable digital personas in fashion today.
He didn’t wait for permission. He just started. Posting relentlessly, flopping sometimes, succeeding wildly at others—and always staying true to himself. From trolling TikToks to intimate fashion reviews, from walking impromptu runways in NYC streets to being recognised by John Galliano at Vogue World (yes, the Galliano), his journey has been filled with surreal moments that continue to fuel his momentum.
And then there’s the content: from freezing backstage at Saint Laurent, to house tours with Carine Roitfeld, to poking fun at the seriousness of front rows and giving honest takes on PR culture—Lyas makes fashion fun and real. He reminds us that the industry isn’t just about exclusivity; it’s about expression. It’s about showing up, even if you’re not invited. It’s about dancing at Pharrell’s house in Paris and still finding time to text Jeremy Scott on Christmas.
So, what’s next? Cinema, baby. Directing. Acting. Giving himself the roles no one else has. Because that’s the Lyas formula: build the world you want to live in—and have fun while doing so.
PAUSE sat down with the social media phenomenon for an unfiltered conversation on identity, flopping, honesty, Galliano, TikTok, and the beautiful chaos of modern fashion. Dive in below.
PHOTO CREDIT: Sofia Malamute
Hey Lyas. It’s been a really busy few weeks for you, I imagine your days are nonstop, especially living in Paris. What’s your routine on a normal day?
Uhm, it really depends. Every day is different, which is why I love doing what I do—because I don’t think I could have done the same day every day. I would kill myself or at least want to. But you know, like today for example, I woke up at 10 a.m., which is good for me. Usually, I wake up later. I’m not a morning person because I work a lot in the evenings. I write all sorts of different things, and I use the evenings to do so. So sometimes I go to sleep late and then I wake up late. But yeah, I did that, and then, you know, a lot of meetings, then I do TikToks, so it all depends really.
PHOTO CREDIT: @Lyas
People know you, Lyas, as a content creator, but there are more layers of you that they don’t know about. How did you get into fashion?
I was always really interested in fashion and visual arts, it always spoke to me. And so, my first love was cinema. I was in acting school, and I felt like a character in a movie. And the characters in movies come to life with what they wear, so that really spoke to me. I was like—okay, there’s an importance to dressing up or dressing down in order to portray a character. For me, that sparked something. My love for fashion comes from there, and I think from the cinema world overall.
Then, as I grew up, I started getting more in-depth into the fashion industry: the shows, the runways and designers. And when I was in Paris, I came to study ‘directing’ in cinema. But I couldn’t find friends who were as I was—and cool. Because I always thought I was cool. Maybe I wasn’t but you know? [You have to] believe in yourself. Yeah, I believed in myself. But I look at some choices I made when I was younger and I’m like” “..that was something” . But I also look at myself with tenderness. It’s touching to see how, when I was a student and a kid, I really wanted to get into the shows. I used to dress up in crazy ways that didn’t really make sense. But, you know, at least I was trying. And I think that’s the best way.
So would you say you got into fashion through acting—like connecting those dots between creating a character?
Yeah, yeah. That’s how I view fashion. I became someone else or became another part of myself as I was dressing up. When I arrived in Paris, it really gave me the opportunity to wear those [types of] outfits to a party, an event, or something and to showcase those characters that I had created. So yeah, it was so inspiring to me, the Parisian life, and I think it’s like that in bigger cities across the world too. But my city is Paris, the capital of fashion, you have more freedom.
You started creating content kind of casually—or did you fall in love with it instantly? How was that transition?
I started posting videos online, and I loved the idea of connecting with people—and having people react in nearly real time to what you do. I think it’s amazing. Then some videos would flop, and I’d be like—fuck, I flopped. So I’d delete the video, and do another one. And you know, they react. Sometimes they’re wrong, but sometimes they’re right, and you gotta listen, it’s a conversation.
And yeah, I love that interaction. It’s also quite addictive to want those reactions and conversations. So I got addicted to posting on TikTok. That lasted, I don’t know, nearly a year. I posted every day like three or four times because I really fucking wanted it.
It built up from there. Now I post a bit less—but sometimes I have moments where I post so much. I try to be as chill as I can too. If I want to post, I fucking post. I don’t care.
Fashion is often traditional when it comes to content, but you’ve introduced a new way to connect with it. Still, people often label you as just an “influencer” or “content creator.” Do you feel judged by the industry?
I would say yes, and that still happens sometimes. I walk into a party or an event and I see people who clearly don’t think I should be there. But I feel like there’s a place for everyone in this industry. We should open the doors and let more people in. Everyone has a different perspective, and it’s important to let those be heard, to allow dissident voices like mine to enter.
And also, it’s the future. You can’t really fight it. We need to find new ways to communicate about fashion. What I’m doing or trying to do feels fresh. It’s paving the way for more people to do the same.
So yeah, I’m always on the lookout for the new kids and how they talk about fashion, what they bring to the conversation. That’s so important. And I think what makes someone last in this business is staying open to the younger generation.
The best people like Lucien Pages, Carine Roitfeld have embraced me. They’re not necessarily young, but they see that this can be something new and fresh. And I’m so grateful when that happens. Some people just get it. And the ones that don’t, just don’t.
People know you as someone super social—talking to everyone. Do you really consider yourself an extrovert?
I’m not gonna lie, I’m an extrovert. I don’t think there’s a world in which I’m an introvert. Even in weird situations where I don’t feel comfortable, I’m still going to be an extrovert. Like, if something’s wrong, I’ll speak up. Also, the way I dress—not always—but most of the time, I allow myself to be seen. I never not want to be seen.
Would you say the Lyas we see online is the same Lyas day-to-day—or are they different personas?
I think it’s the same. My life, all of it, is a performance. Even when I’m alone it’s like, I live for that. I live for the idea of performing. Sometimes it’s easier when there’s an audience, but when there’s no audience, I’ve got my reflection in the mirror. So it’s okay.
What’s your favorite spot during Fashion Week in Paris? A café, a bar—something that feels like a must.
First of all, I don’t go to coffee shops. I have a coffee machine at home, that’s way enough. I don’t want your matcha tea. But wait, my favorite spot? Recently I’ve been going to Ferdi. It’s a restaurant and it’s really great, really amazing. They even closed the doors at 2 a.m. when everyone was leaving, and we stayed inside smoking, music really loud, dancing on the tables. It was amazing.
Can you share a mind-blowing Fashion Week moment that altered your brain chemistry—made you go, “Wow, I’m really living this”?
There are quite a few. The first big one was when I saw John Galliano at the Vogue World event and he recognised me. Like, he knew me. I was like what?! John Galliano knows me?
Then we did a video together, and that was a huge moment for me. I felt like “fine, that’s something, there’s recognition, and I really value that”. Another one we were recently in New York, with friends, just doing runways in the streets. Like, playing, doing Louis Vuitton, Balenciaga with Loli and the crew. And that was such a beautiful evening. We were all so happy.
PHOTO CREDIT: @Lyas
I read your BOF 500 bio—it said “over 70K followers on Instagram.” That’s not even half of what you have now. What’s the secret recipe for Lyas’ success?
That’s true, there’s been a boom recently on Instagram. How did it happen? I don’t know, really. I’ve been posting a lot. I’ve always stayed true to myself. I voiced my opinions the way I wanted. Maybe that’s the key, being honest and true to yourself. Keeping your integrity.
But also posting a lot. That helps. I don’t know how it happened, but that’s what I can give you. Hard work. I mean, I’m not doing anything else but working. But I guess that’s the same for everyone. If you want to amount to anything—not true. If you want to be really successful, you have to work 24/7. You know what I mean?
You’ve been doing this for a while now, and suddenly everything’s happening so fast. That must be a bit shocking sometimes—to look back and realise how far you’ve come.
Yeah, I’m really happy. And I’m also happy that not everything has happened yet.
Because otherwise, I’d be like, “Then what now?” There are still milestones I want to reach, and I like that. I like knowing there’s room to grow.
I remember for Christmas, I sent Jeremy Scott a message—like, “Merry Christmas!”—and he replied with this long text, saying, “You need to take a second to reflect on everything that’s happened to you this year.”
He was so sweet, telling me how proud I should be, and how this kind of success doesn’t happen every day.
And I was like… How do I do that? How do I reflect? Do I just sit there and be like, Hmm, I’m amazing?
I don’t know how to do that. But yeah, I guess he’s right. You gotta enjoy the ride.
How do I enjoy it? I don’t know. You just live in the moment, I guess.
What’s been your favourite video you’ve ever uploaded?
Sometimes, I post something and even if it doesn’t go viral, I’m like, WOW, I ate. I love trolling—some people get it, some don’t—but I live for that. But recently, the one with Carine Roitfeld—the house tour? That one. The whole thing was just so cool. And for her to let me into her place? Iconic. And there’s more iconic content coming soon.
If you could work as a social content creator for any brand, which house would it be?
It would be Saint Laurent—YSL.
Because I know the potential. Every time we create content together, it works. I feel like I’m a Saint Laurent boy, you know? I get what it stands for. So I know exactly what to do, how to kill it, and how to break the norms people expect from a brand like that.
Also, recently, I was talking with Nicolas Di Felice from Courrèges. I told him, “We have to do something for your TikTok.” And he was like, “Yeah, let’s have a coffee.” I was like, “I have so many ideas!” Because they’re not on TikTok—why? There’s so much they could do.
That said, I’m not trying to be a community manager. I’m doing my own thing. I don’t have time to run a whole brand’s content. But I’d love to consult, help, or even connect them with cool people in Paris who could do it. I think it’s so important for brands to open up and bring the younger generation into their circles. Even if they’re scared to do it, I’m like “Babe, wake up”. Everyone’s on TikTok. Everyone’s consuming digital content.
@ly.as0 JOHN GALLIANOOOOOO ♡ ♡ ♡
♬ son original - lyas
If you could pick the creative directors of the biggest fashion houses, how would you cast them?
Okay, give me the names.
Dior: Leave Jonathan. He’s the perfect choice. No notes.
Loewe: I would’ve said Duran Lantink—he would’ve been amazing at Loewe. But now he’s going to Jean-Paul Gaultier, which I’m so excited about. I’m also happy about the Proenza boys going to Loewe. I think it can work. There’s this minimalistic weirdness to them that fits Loewe’s energy. Let’s see what they do.
Balenciaga: Pieter Mulier would be great. But also… why not John Galliano?
Fashion is kind of a mess right now—so much change, so much chaos. How do you see the future? Do you think fashion is dead?
No. Definitely not. When fashion hits a bland phase—which I think we’ve just come out of—it always leads to a creative explosion.
That stillness, that nothingness? It brews something radical. So I actually think we’re entering an exciting era. We’re starting to see that shift already.
Womenswear season or menswear season?
Womenswear, because it’s bigger. The scale is massive, which makes it exhausting but also more exciting. In one week in Paris, you can have 40 shows, and most of them are good. And that’s just Paris, there’s also New York, London, Milan. Menswear is more contained, it’s mostly Milan and Paris. So yeah, womenswear has that grandeur. But I still love menswear—that’s mostly what I wear, even though I don’t really care about gendered clothing.
PHOTO CREDIT: @Lyas
Any advice for someone who wants to work in fashion but has no idea how to start?
Don’t wait for it to be perfect.
Don’t wait for your clothes to be perfect. Don’t wait for your outfit to be perfect. Don’t wait until you speak perfectly or present perfectly. Just start.
Put yourself out there then figure it out as you go. That’s how you learn what actually works and what feels right.
And also flopping is cool. It makes you human. You need to flop to grow. There are so many videos I’ve made that flopped. You probably only remember the ones that didn’t, if but trust me, I’ve flopped a lot. And that’s what makes the good ones better. You improve through the failure. So yeah, embrace the mess. That’s how you get good.
Obviously, no spoilers—but in general terms, what’s next for you? What are you looking forward to?
Cinema. I want to direct. But I also want to act.And since no one’s giving me roles right now, I’m going to write them for myself. I’ll act in my own films. Period.
PHOTO CREDIT: Sofia Malamute
