The AFL moved with social media trends at this year’s Brownlow Awards, and one Deniliquin woman was front and centre to reap the benefits.
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Nat Welfare and her team from Melbourne-based style media business SZN Social were working the red carpet.
They were among only three style content creator businesses invited, in the first year those Nat described as “non-broadcasters who are social media-first” were invited by the AFL to be involved in the evening.
Nat and her colleague Loredana Bonello were invited due to the growing presence of SZN Of Style on social media, particularly the video podcast series ‘Ready To Wear by SZN Of Style’.
“I randomly got an email from head of comms, or something, at the AFL,” Nat said.
“I can’t remember what she said exactly, but it was like ‘Hi Nat, Just wanted to see if you guys were interested in covering the Brownlow red carpet for SZN of Style. If so, fill out this form to apply for accreditation’.
“And I was like, what the hell?
“It was the first time they’ve ever invited content creators or digital-first media to the red carpet, so this was a whole new ball game for them, which kind of made me think this could be chaos.”
The pair admitted to being “a little stressed”, especially after some early tech issues and the freezing weather, but also confident in what they knew they could deliver.
But then the chaos started, as players they were not overly familiar with starting coming down the red carpet.
Nat and Loredana were doing everything they could to grab their attention, enlisting help from others around them as required.
Once the red carpet part of the evening was over, the pair didn’t waste any time.
Hungry, they slipped into more comfortable footwear, headed for McDonald’s and started posting their content online from the restaurant booth to try and beat the traditional media to the punch.
“We got all our stories out at Maccas, which is amazing,” Nat said.
“Ate our little cheeseburgers and whatnot, and headed home.
“Big day, big week. Thanks AFL, bring us back.”
The full podcast episode, ‘We Went to the Brownlow’, details all the whirlwind preparations required to secure outfits, plan content and prepare for one of Australian sport's most prestigious nights.
Listeners are taken behind the scenes of the media pen, where the pair navigated the fast-paced environment of celebrity arrivals, AFL stars and media deadlines.
Natalie credits her rural upbringing, and the Deniliquin and Riverina influence, as key factors which continue to shape both her outlook and the successful digital brands she has built.
Having moved to Deniliquin from Melbourne at the age of five, she quickly embraced a quintessential country childhood.
“We had a three acre property near the rice mill originally, and spent a lot of time on motorbikes and building cubbies,” she said.
Like many local children, her days were spent outdoors, whether playing sport, spending time with friends or heading down to the Edward River.
“I always loved the freedom to adventure and really missed that open space living in the city.”
She attended Edward Public School before progressing to Deniliquin High School, where she was dux in 2008.
Looking back, she says the local education system and a number of influential teachers helped shape her future.
“I had some great teachers at school who really saw the potential in students, and would really push you to meet your potential or find opportunities for you,” she said, listing current teachers Sue Laing and Robyn Kylie among those who left a lasting impression.
Outside the classroom, she was heavily involved in gymnastics and netball, experiences she believes instilled the discipline and work ethic that would later underpin her career success.
Immediately after graduating, Natalie moved to Melbourne to study psychology at Deakin University, initially intending to become a clinical psychologist.
However, work in social services and youth mental health eventually led her in a different direction.
Following university, she spent six months backpacking through Europe, volunteered as a teacher in Uganda and later lived in London for two years before returning to Australia.
Unsure of her next step, she began exploring opportunities that could be pursued remotely, eventually discovering a passion for marketing.
What started with a small Etsy side business evolved into a thriving marketing agency specialising in video content, fashion, beauty and lifestyle brands.
That experience paved the way for SZN Of Style, a fashion-focused content platform she co-founded four years ago.
“We've generated 70 million plus views on our content, worked with major brands like Target, Novo Shoes and Decjuba and covered events like Fashion Week and the Australian Open,” she said.
Despite her success, Natalie believes her country upbringing remains one of her greatest assets.
“I think people who grow up in the country develop a certain kind of relaxed openness about them that's really well received in other areas of life,” she said.
“I can just chat to anyone, anywhere in a way that feels like you've known them for years.
“It's something you just don't see from city-born people, who tend to be more closed off and formal around new people.
“It’s made me grounded.
“Rural culture doesn't love big and showy, it's a lot more egalitarian vibes than the city - you're not better than anyone, and no-one is better than you, and I think I take that philosophy with me and have built it into my businesses in a lot of ways.”
While she no longer lives in Deniliquin, strong ties remain through friends, family and professional connections across the Riverina.
And when people discover where she grew up, she said the response is nearly always the same.
“Have you been to the Deni Ute Muster?” is usually the reply.
“Even overseas people know about the Deni Ute Muster, I swear,” she said.