From the beach to the city – today we want to introduce you to New York City girl Lily Montasser, who founded her fashion blog Demeler out of her passion for fashion and creative writing. She guides us to her favorite places in New York and lets us enjoy the flair of the metropole city through her posts in her laid-back looks. As we wanted to get to know the adorable blogger, we asked her for an interview – but see for yourself.

The image is copyright protected and property of Alex Socks

To start right off, can you introduce yourself to our readers? Can you tell us a bit about yourself and where you live?

I’m Lily—a 24-year-old blogger, living in New York City.

Why New York? And how did you experience moving there from California?

I moved to New York City six years ago for college (I went to Sarah Lawrence University). Having grown up in the small beach town of Carmel, California, I was ready for a change of pace. Fashion and writing were always my biggest sources of interest, so I chose a school and a city that made sense for that.

I’m a workaholic. So adapting to New York was easy, but I’ll always be a California girl at heart.

The image is copyright protected and property of Andrew Morales

What does the name Demeler mean?

It’s a French word that means to untangle but in the sense of solving something. It’s the act of coming undone only to be put together. I started my blog right after graduation, so it made sense at the time.

When did you decide to become a full-time blogger?

I don’t exactly consider myself a full-time blogger, as I do write articles for publications on the side. But after my first year of blogging the campaigns became bigger, and blogging my main focus. And my articles became my side job.

The image is copyright protected and property of Yael Stern

Describe your style in three words.

Effortless, Minimal, Edgy

What influences your style the most?

Travel. I love bringing inspiration from other places and people.

What does your typical day look like? And what is your favorite thing to do, when you’re not jet-setting around the world?

A typical day starts with a workout at Equinox. Since I don’t have an office I usually work from hotels in SoHo like Public or 11 Howard. There will usually be a quick shoot in the neighborhood with a photographer or friends. And either dinner with friends or my boyfriend cooks me dinner. And when I’m not traveling, I love to just take care of my body. Yoga, working out, sauna, massages, facials, etc.

The image is copyright protected and property of Andrew Morales

What is your favorite fashion trend this season?

I love that sneakers and sweats are trending. I’ve always thought there was something so cool and sexy about a girl that doesn’t try too hard.

What does social media mean to you and how did they affect your career as a blogger?

In many ways, social media is incredible. It gives anyone the platform to express themselves and to be seen—you don’t need the ‚right connections’, or to live in a certain place or have a certain resume. It’s an amazing thing. My blog and career probably wouldn’t exist without it.

You sometimes share some poetry on your blog – is there any meaning behind that and do you write by yourself?

Yes! I have always studied creative writing. I published my first piece when I was 12, and I wanted my blog to be a combination of words and photos. The words sort of took the back burner, but I like to include some writing every once in a while.

What does creativity mean to you?


You had some big collaborations with brands. Do you sometimes say no to a brand or do you accept every offer?

I definitely say no to a lot of brands. If the product isn’t my style or isn’t something I would use myself I try not to promote it. It’s important to stay authentic in all this.

Do you have recommendations for someone who wants to start blogging?

Stay true to yourself and your style! The market is so saturated right now, so the only way to stand out is to be yourself.

The image is copyright protected and property of Andrew Morales

If you could spend a day with any person, dead or alive, who would it be?

Probably Franca Sozzani. She was the editor-in-chief of the Italian VOGUE until 2016 and produced some of the most controversial editorials in history. I think her creative vision is so inspiring.

Where do you see yourself in the future?

In L.A., with a home in the Malibu hills. Working in a similar vein as I do now but bigger and better.

The image is copyright protected and property of Laura Huertas

We wish Lily all the best with her work and we’ll definitely keep watching the steps she will make in her business.


*numbers current at time of writing

Copyright: The header image is copyright protected and property of Yansen Setiawan