fall under the digital fairy’s spell

Eve Lee on art, women, and the future of social media.

by Tish Weinstock
11 November 2015, 10:17am

Eve Lee is the digital whizz kid bringing magic and mischief to a computer near you. It all started ten years ago when the now 27-year-old was fiddling around on her iPod creating doodles for all her friends. Drawn to the bright lights, dreamy colours, and infinite possibilities of creating any kind of 3D shape or texture you can imagine, Eve began experimenting with various modes of digital communication, which ultimately led her to set up her very own youth communications company called the Digital Fairy. Fast-forward to today and Eve and her Digi Divas are taking over the world (wide web) one URL spell at a time. Despite being only in the business for three years, Eve has already worked with some of the most creative minds and exciting brands and people around, including Claire Barrow, WAH Nails, Bleach London, Topshop and Adidas. She's also a member of iconic 90s watch brand, BABY-G's, Pretty Tough Girl gang, a group of powerful young females who have been redefining what it means to be a girl with each zine they launch, each collective they set up, or in Eve's case, the very first BABY-G app, the #BABYGTimestamp.

Tell me about yourself and where you grew up?
I'm 27-years-old, from Yorkshire, have lived in London for 5 years.

How did you get into digital art?
About 10 years ago I used to draw on my iPod. I still do it for my friends when they need cheering up. But in terms of real digital art - I just like the way everything looks online; the brightness of the colours and how it can move. I love 3D motion - how you can actually innovate and create textures, shapes and colours from nothing.

Where did you learn your craft?
I was an early adopter of the internet and social media, I have a marketing degree and I have always been really interested in how brands communicate to younger generations, I think that's been a big factor in what I do.

What's the story behind the Digital Fairy?
Three years ago I was looking for a job in the digital sector, but in-house digital wasn't so much a thing then and agencies were super corporate. It was before brands really used social media as a tool - so I was kind of in the right place at the right time. So we've evolved into a digital youth communications agency and work with brands across fashion/beauty industries on digital marketing and design. It's really fun.

Why the name?
At my previous job, where I worked in beauty PR, one of my main accounts was a hair brand - a few of my friends called me the shampoo fairy so it seemed like a natural choice :)

How would you describe your overall aesthetic?
It depends on the brands we're working with - we generally go for a slick yet fun feel to everything we do.

Who have you most loved working with?
Sharmadean Reid from Wah London is a great client because she has such a strong vision and way of approaching work. I learnt a lot from her.

What's the raddest/saddest thing about online culture?
RADDEST: How connected we all are.
SADDEST: Tinder.

What's been your career highlight so far?
Having no experience in game development, we designed and developed a game for Topshop's homepage in under three weeks. It was the coolest most addictive popcorn catching game, and we can't wait to make more!!

What would you say to those critics who don't take internet art seriously?
I wouldn't say much. The great thing about publishing art or anything online is that there is always an audience and that audience can take it how they wish to take it - and the artist will be aware of that.

What advice would you give to those looking to follow in your footsteps?
Try doing something in between a job, trial it out, try and do it on your own if possible without investment so that you can work at your own pace. There are a lot of support networks which offer really helpful resources to start ups.

Who or what inspires you?
Really inspired by nice, good people, really uninspired by selfish people.

What does it mean to be a Pretty Tough Girl?
You're really hard and you've got a watch to prove it.

Thanks to the internet there has been a rise of online all girl art collectives, why do you think this is?

The internet offers visibility and a lot of people are using it as a tool to either express themselves, put across a message or sell their art. The same reason young people (boys and girls) are starting businesses from their bedrooms. Perhaps it's just that girl art movements are more popular to write/read about because we seem to be going through a really big girl-power movement atm.

How has the internet changed how we view women?
It serves as an invaluable platform for both men and women to learn, discuss, campaign to shift both laws and attitudes on women's rights worldwide, everything from girls education to equality in the workplace.

Who would be in your ultimate girl band?
Tina Tuner, Cher and Beyoncé, obviously. Watch this video, it's so good! That set! And then watch this one! Just mix that together then you have my ultimate girl band! It gives me goosebumps.

What's next for social media?
I think (hope) there will be an anti-selfie movement, where people turn the camera on someone else, perhaps they will switch off take a digi diet and embrace what and who is around them a bit more 



Text Tish Weinstock

Baby G
digital fairy
eve lee