Rockitlikeroz: using fashion for transparency and change

By: Andie Horowitz

In an age characterized by rapid digitalization, people everywhere are turning to social media to find their voice. In the summer of 2017, our very own VP of Digital, Amy Rosner, was motivated to do exactly that. As a Communication and Media Studies major and a Creative Writing minor, with a focus in journalism and fashion, Amy has always had a talent for writing and content creation. She realized the influence she could have when pairing her strong storytelling abilities with her knowledge about the fashion industry. In response to the COVID-19 and the BLM movement, Rockitlikeroz has shifted its purpose to addressing more topical issues through the lens of fashion. We sat down with Amy to discuss the evolution of her brand from creation to present, hopefully inspiring others to use their platforms for the greater good. 

What inspired you to start your blog? What were your initial intentions when first crafting your platform?

A: I started Rockitlikeroz the summer going into my first year of college. I have always loved fashion and knew I had a unique eye for style — people were always asking me for outfit advice and thoughts on future trends.  With this background and my skills in writing, I figured that combining talents and interests would be the perfect way to showcase my voice. And like the motivation behind the MFMS, I wanted to demonstrate that fashion is important and has substantial value in society today. 

I first began Rockitlikeroz as the typical micro-influencer would: outfit of the day posts with personalized captions. For me, the blog was a creative platform in which I didn’t have to care to comply with social media norms. It was all about my love for the industry and the products within it. 

How has the Rockitlikeroz brand evolved over the years? 

A: While Rockitlikeroz’s initial focus was to be a creative platform, my perspective on the medium changed with the coronavirus pandemic. Many influencers were being called out by their followers for tone-deafness. These influencers were not changing their content in alignment with current events — and people were noticing. It was inauthentic and out of touch. I’ve always been interested in social justice and public policy, and saw this shift as a wake-up call to alter Rock It Like Roz's purpose. 

I additionally was dealing with a chronic illness, greatly affecting both my mental and physical health. I couldn’t hide this from my followers, and I didn’t want to either. I value authenticity in the influencers I look up to, and knew my followers would feel the same. With these factors in mind, I wanted to use my brand to make an actual change. 

I started using both my Instagram captions and blog posts’ content to speak up about more timely issues, using fashion as a medium for the tangible change I was aiming for. I found that specific pieces of fashion could promote important political messages, and I used that in a way that powerfully impacted others. After the murder of George Floyd, I was outraged. Along with signing petitions, making phone calls to local and national political figures, and donating to different relief funds, I created a “Speak Up” jean skirt to empower others to stand for what is right. I wanted to stand in solidarity The Black Lives Matter movement in any way possible, and knew I could use my niche to make a change. My followers recognized and appreciated this, motivating me to continue doing so with future content. 

With my writing talents and outside passions, Rockitlikeroz is no longer just about outfits. I want to engage my followers with serious dialogue that’s important to the world at large. I plan to dig deeper into this and solidify my brand voice in the following semester and following graduation. I know it’s not just about the clothes anymore, but how I’m using those clothes to make a difference and create a larger narrative. 

What are you most conscious of when drafting posts for Rockitlikeroz? What do you want your followers to know?

A: When creating content, I really strive for both authenticity and transparency. Social media can be so deceiving — everyone is constructing the most perfect, put-together image of themselves. And these choices are deliberate. It’s so easy to paint your life as a desirable paradise, when in reality this is not only unattainable, but it’s fiction. I don’t want my platform to be like that.

I realized that even if I’m participating in the world of social media, it’s so important to take a step back and consciously understand what message you’re promoting; therefore, I aim for honesty. I update my followers on all facets of my life — the good, bad, and the ugly. I want my followers to know that life isn’t perfect, and social media doesn’t always tell the full story. And I think in raising awareness and directing truth in the conversation, I’m positively contributing to the dialogue around mental and physical health. 

You mention that you have been battling a chronic illness over the last few years. How has this affected your platform and outlook on content creation?

A: I have been living with my chronic illness for my entire life, but was first diagnosed in 2018. During this time, I was living with a lot of physical ailments, and it was affecting me in a lot of different ways. My doctor suggested I implement a strict gluten and dairy free diet to help improve my symptoms. While at first I was defeated by this diagnosis and difficult life changes that came along with it, I took time to reflect on how I could channel this into a positive outlet. 

I realized I loved cooking and researching recipes that I could share with my followers. I took this as a way to enjoy my new regimen, rather than focus on the negatives with it. I think it’s important to strive to destigmatize diet culture. So many positive changes are associated with holistic medicine — for both mental and physical health reasons. I recognized the benefits of my new diet, and in turn wanted to be a resource for other people struggling with similar issues. 

Sharing this experience with my followers has been a really effective outlet for me, and has also led me to new business opportunities. I am embarking on a partnership with Highline Wellness, a company focused on using CBD as a health-aid. They distribute different products, with intent on helping consumers with issues like sleep and general pain. I see this as a great way to further legitimize my brand and aid in destigmatizing these topics. 

What are some words of advice that you can give to students looking to share their passions with the world, but are unsure of how to start?

A: Do not be afraid to start your passion product! Do not let the fear of ridicule or striking out stop you from sharing what you love. Rockitlikeroz has created so many amazing opportunities for me — and for that I am so grateful. I have used my platform to my advantage in every interview, and it works. For example, I worked closely with Kleinfeld Bridal because they noticed and appreciated my storytelling abilities, and wanted me to incorporate my voice into their brand copy. People notice what you’re passionate about. So leverage that passion. Make a platform for yourself. It doesn’t matter the size of your medium, all that matters is that you use your voice! The rest will come naturally. 

We hope you enjoyed learning more about the talent behind our digital team and Amy’s powerful platform. If you’re still looking for more, show your support and follow @rockitlikeroz on Instagram and check out rockitlikeroz.com. We’re so lucky to experience Amy’s work first hand — treat yourself and indulge in her content, too.