The evolution of Erica Jones’s style represents a rebirth, taking control not only of her image but also of her narrative, finding herself in fashion. Framed in unique vintage flair, Erica combines fashion with storytelling, amplified on her platform “Story Behind the Look.” “A lot of my childhood, I didn’t own it. I accepted narratives other people placed on me rather than my own narrative and God’s narrative. Starting my business was taking ownership of my life and ownership of my story,” stated Erica.
It wasn’t until her senior year of college that she stood up to the bullies and finally broke free, empowering her to embrace a bold new identity through fashion. Thrifting was the perfect outlet for her to find one-of-a-kind pieces that represented her individuality as she embarked on new endeavors, going against the grain. “Story Behind the Look” was founded in 2020 with the idea that we find our true identity through fashion, encouraging her audience to own their direction, path, and stories.
Moving here from North Carolina on her own, Erica serves to inspire youth around her with her story, working with young adults in the non-profit space as a mentor and role model. Encouraging the youth is at the center of Erica’s world, whether she is working with them in the non-profit space or hyping them up at fashion shows like the Barbie Dreamfest, where she won “Best Dressed.” Erica’s fashion at the Barbie Dreamfest showcased her signature approach to style, wearing burgundy and teal versus the typical Barbie pink, but adding Barbie elements in other ways.
When Erica’s students find “Story Behind the Look” on Instagram, it often excites and engages them even more, encouraging them to try bolder colors and styles while using their voice to tell their stories. While social media has proven to be a successful business for “Story Behind the Look,” Erica cares beyond the likes and views, wanting to leave someone inspired and encouraged as a result of their interaction. Leading with a legacy of care with both her students and her style, Erica is a master creator, brightening the South Florida atmosphere with one look and story at a time.
Radiant in vintage glam and the glow of grace and strength, Erica’s come a long way since her school days as the girl in the tweety bird shirt. “People either roll their eyes because they hate it or because they like it,” she says. Either way, Erica is in full ownership of her style and narrative, reminding us that there is always a story behind the look.
