Pam Pam Profiles | @jessylaw
Introducing Jess Lawrence, a London based creative, sneakerhead, social media editor, lecturer and content creator with a career spanning fashion, sneakers and culture.
In our latest interview, Jess shares her perspective on representation and the changing landscape for women in sneakers, the lessons she’s learned as a creative and how social media has shaped sneaker and fashion culture.
For people just discovering you, who are you and what do you do?
I'm Jess, a Londoner known on Instagram as Jessylaw. I'm a freelance social media editor currently working across GQ, British Vogue, and more; a lecturer at Central Saint Martins; a content creator, model, and host. But most importantly, I'm a huge sneakerhead! I have my basketball-obsessed family to thank for that, my brother was collecting sneakers before I even knew what that was. I'm a long term collaborator with Nike and Jordan, was part of the Jordan brand Women's collective, an empowerment and mentorship initiative, the first host of the all female SNKRS series UN_TIED, and the first woman from Europe to have a global AJ11 campaign.
You’ve been a champion for representation and diversity in the community how have you seen things change over the years?
Rarely, in conversations about diversity and inclusion, do we actually look back at how far we've come. I think it's incredibly important to do so, take stock of where we are, and consider what still needs to happen.
It's a privilege to be able to say that the progress for women in sneakers over the past decade has been incredible. More importantly, the narrative around women in sneakers has changed immensely. Where we were once fighting for basic representation, visibility, and credibility, we've now claimed space and are far more able to elevate ourselves, create opportunities for one another, and produce work without the same restrictions.
There's still a long way to go to dismantle the boys' club that the sneaker industry has historically been, but female designers, collaborators, collections, and campaigns are no longer an afterthought. Our work is now not only ingrained in the culture and part of the everyday conversation, but we've created our own channels, our own lanes rather than needing to fit into something preexisitng that wasnt made for us. The industry no longer has a choice but to acknowledge our impact.
What’s been your biggest lesson as a creative so far?
A few lessons I've learned the hard way:
Have patience. It's easy during quieter periods to internalise the silence as a reflection of your worth, but jobs and opportunities are cyclical. For every quiet moment, there's a busy one waiting around the corner. That's why saving money for the quieter times is so important.
Craft is craft, regardless of money. Rather than sitting around waiting for opportunities to arrive on my doorstep, I try to have the mindset of attracting them. I used to put my best effort only into paid work; now I invest in my craft simply because I love it. Ironically, that's often what attracts paid work in the first place, because people can see what you're capable of.
Eliminate the word "networking" from your vocabulary. Connections should feel organic and genuine. Of course, there's nothing wrong with putting yourself out there, asking for opportunities, or promoting yourself, but people can spot insincerity a mile away. It's far better to build relationships from a place of shared passion than from a desire to get ahead.
When you’re putting a fit together, what usually comes first?
Because I own so many shoes and clothes (it's a problem!), getting dressed usually starts with one item I'm excited to wear—typically something new or something that's been tucked away for a while. Whether it's my latest sneaker pickup, a Vinted find, or something I've rediscovered in the loft, that piece usually inspires the rest of the outfit.
That's actually my biggest tip for refreshing your wardrobe. Put things away rather than keeping everything visible all the time. When you rediscover them later, they feel new and exciting again.
Social media changed sneaker and fashion culture completely what’s been gained and what’s been lost?
We've gained access to instant information, and with that comes inspiration, knowledge, and endless sources of reference. Representation is easier to create and discover, and online communities connect us with people around the world in ways that were previously impossible. Niches can be explored, celebrated, and cultivated.
When that translates into our day-to-day lives offline, social media is at its most powerful. What we've lost, however, is the ability to be bored—a crucial state for creative thinking, emotional processing, reflection, and simply letting ideas develop. If we're constantly consuming other people's images and content, are our ideas truly original? Or are our thoughts being subtly shaped without us even realising it?
Is there a sneaker or piece in your collection that means a lot to you personally?
The AJ1 silhouette probably means the most to me as a sneakerhead, and whenever it's reimagined by women, it holds an even softer spot in my heart. It's the first Jordan I remember becoming obsessed with. It's rooted in so much history and reminds me to be proud of my African American heritage.
My favourites have to be the Melody Ehsani Mid Fearless, all three Aleali May AJ1s—the Satin Shadow, Court Lux, and Califa—and the Billie Eilish Ghost Green. I'm not the biggest fan of the design of Teyana Taylor's A Rose From Harlem pair, but I still keep them as a memento of sneaker history.
Looking ahead, what impact do you want to leave on women’s sneaker and streetwear culture, and what’s next for you creatively?
The only impact that truly matters to me is knowing that younger women have an easier path into exploring their passions in the sneaker world than my peers and I did.
If even one woman or girl has felt inspired to be more unapologetically herself, pursue her creative passions and niche interests, or find community with other like-minded women, I'd consider that a job well done.
As for what's next, creatively I'd love to write more, study again, do more presenting work, and see where everything else leads. I guess we'll just have to wait and see.