To Be Young, Social, and Black
12.13.2018.
Amber Lewis. Detroit, Michigan.
Director of Digital and Social Media for the City of Detroit
If you’re in Detroit, you’ve heard of Amber Lewis. Not in Detroit? Meet Amber Lewis: an Influencer, public servant, businesswoman, and lover of everything social. Having been born and raised in Detroit, Amber ventured to East Lansing to study Advertising and Communications at Michigan State University. During her time there, she seized opportunities in events, public relations, and social media for Pure Michigan. Currently, Amber is the Director of Digital and Social Media for the City of Detroit.
“I think people try to minimize the impact of hair. Even though I’m free in how I wear it, I’m still conscious of how I’m received in spaces. If I’m the only natural woman in spaces, I notice it. Be comfortable and confident in how you choose to wear your hair and if people don’t like it fuck them. My hair is not for you to like or to receive. ”
Growing Up In the Parlor
Going to the beauty shop every Saturday is normal, but having a family of hairstylists while growing up can change your experience. You’re able to (somewhat) bypass the awkward phase of hair discoveries that most girls endure because your family has it figured out.
Photo Courtesy of Amber Lewis
Growing up how did you wear your hair?
AL: I used to wear my hair pressed every two weeks. My god mom pressed my hair. Then my aunt got her cosmetology license. I was in like the 5th or 6th grade and she wanted to put a perm in my hair. then my hair broke off awfully after that because i didn't know how to maintain a perm at 12 years old.
A family of hairstylists, how was that like?
I come from a family of hairstylists and women who get their hair done religiously every two weeks. Them seeing me wear my hair often evoked the “what you doing to your hair?” Since they are older, they come from a different black hair experience than I do. Recently, I think, was the first time my mom complimented my natural hair. I can’t remember what style it was. My grandmother seeing me do my hair like this has inspired her to want to wear her hair differently also.
On Corporate America
Amber was the second black woman to keynote AdCon, a day long advertising conference in Detroit targeted at students entering the field. Current professionals provide insight and valuable knowledge to students considering careers in the Advertising industry. By managing the social media channels for the city of Detroit, a predominately black city, her face is thrust into the spotlight in both good and bad times.
Do you think your appearance has played a role in the way that you have been received representing the city?
To see a black woman in the role that i’m in is a sense of pride. It helps that this black woman from the west side, who changes her hair every week, represents the city. I want to show other black girls that they can lead positions in strategy or creative and that they too can occupy these spaces.
That’s an unique perspective because a lot of AA women don’t have that freedom at work
Definitely! I hosted an event at Femology and came across a woman who lived in NYC and was natural the entire time she worked but when it was time to interview and take on jobs she straightened her hair. I don’t experience that in my role often because I represent a primarily African American city but I won’t negate that this is a real experience.
On Influence and Hair Experimentation
Being influential pays. Culture is cultivated and dominated by influencers who either adopt or drop trends set forth by businesses. Let’s face it, affluent, white women and teenage white boys have long been the face of influence for companies. They’ve set the pace for what’s cool and what’s not. Are we wearing Gucci belts today or Supreme stickered backpacks tomorrow? Of course every brand is different, but mainstream media has promoted a similar narrative: white is what’s in. Be white.
Brands have caught the wave and started paying attention to African American influencers and the power of the Black dollar. Amber is one of many influencers who partners with brands by promoting their products and services.
Do you feel that you have to wear your hair a certain way as a result of becoming an influencer and getting the hair from these companies?
I feel more pressured to wear my natural hair to shoots than to an event. I went to an event for a company where my friend dyed my hair and then I was happy to get free hair. Like bundles? For free? Yes! I shoot for different campaigns and have multiple shoots in one day. I might want to wear different styles in a day, but juggling that might be my own preference. I’ve had photographers book me and say that they want my natural hair.
Do you feel that your hair impacts the type of companies that reach out to you?
I feel like a lot of the companies come to me through word of mouth. Some of them know what I look like. But the work for Bravo Bravo was the fact that they knew I was a mover and shaker in the city. The role I had a call for today, I think will impact me. I’m okay with that because I love all of the hairstyles that I wear. Basically yes and no.
“People will always have something to say about how you look. There’s nothing that anyone can say to knock you off your block if you like what you wear. ”
