“Of course, teenage girls need role models – but not like beauty vlogger Zoella.”
Chloe Hamilton, The Independent, October 21st 2014

The media student in me came out in full force when I read this article. I initially clicked the link with a vague feeling of outrage – how could anybody say anything mean about the lovely (and incredibly gorgeous) Zoe Sugg? Unfortunately, I feel like the points Hamilton makes in her article (which is still fairly rude and unkind) are fair. Here’s why:

I’ll be brutally honest – I can take or leave Zoella. I maybe watch half of her haul videos, then realise just how much money she’s spent on peter-pan collared dresses, and find something else to do. I envy her looks and her lifestyle – but that’s about it.

I don’t watch her vlogs – her quaint and ‘innocent’ relationship with fellow YouTuber Alfie Deyes does make me want to throw up a bit. People are just too interested – there are entire blogs devoted to the legendary “Zalfie”, and the comment sections of her vlogs are just embarassing (“they NEED to be a couple and my life would be complete”), even though Zoe herself expressed her discomfort at the attention.

However; what fashion and beauty channel on YouTube doesn’t focus on appearance or beauty? It’s a package deal. Zoe’s videos don’t always focus on fashion – she branches out (tentatively) to makeup too. I was a little irritated at the protests – ‘I’m really not very good with makeup’, she says, effortlessly gliding on the perfect winged liner and nude eye.

Zoe’s work with mental health charity “Mind” is to be admired. In fact, the first I saw of Zoella was an “anxiety advice” video – she spoke frankly (maybe a touch patronisingly) about her experiences with her anxiety disorder. As someone who suffers similarly, I found myself feeling comforted. In this area at least, she deserves to be called a role model.

I think Chloe Hamilton’s article will just lead to more popularity for Zoella. She’s likeable, funny and sweet, and I hope she wasn’t upset by the publication. She’s done amazingly for herself – a book deal, beauty line and nearly 6.5 million subscribers on YouTube. She must be doing something right!

Once you get over how perfect she is – her videos are literally like looking at a porcelain doll dressed in Topshop from head to toe – you can waste a couple of hours in her land of make-believe, where clothing companies hurl free clothes at you and Superdrug lets you loose with your own beauty line.
Oh, and she has guinea pigs. So that’s nice.