Alumna is Magic Behind Safiya Nygard's Social Media Success

Social media sensation Safiya Nygaard boasts 1.5 million followers on TikTok, 2.2 million on Instagram, and 9.32 million on YouTube by offering viewers whimsical hacks on fashion and beauty, as well as a glimpse into her daily life. Behind her success is a small team of experts, including Media Studies alumna, Jordan Schneier (’21). As social media coordinator, in-house designer, and stylist, Jordan performs a range of tasks: she curates Safiya’s outfits, manages her online image, posts to her Instagram, and collaborates with other members of the creative team. Two examples of her recent work include:

Creating with Safiya’s TikTok producer a series of outfits for a video titled, “What I would wear on That 70s Show,” by studying the characters.
Designing Safiya’s new merchandise line.

Reflecting on how her Media Studies degree prepared her for this position, Jordan pointed to Professor Lana Swartz’s course, Design, Technology, Media. Specifically, the course’s emphasis on the theory and practice of design thinking and research in media enabled her to strategize and implement Safiya’s overall brand strategy.

Jordan also offered advice to those in search of job opportunities: “Don’t box yourself in. You never know what you might be good at. Job titles can be vague and there is always a chance to learn more.” Check out Jordan’s art Instagram to see some of her work.