In bed with Bec Judd: behind ‘Brand Bec’ and the power of Melbourne’s OG influencer
From launching a hit podcast to starring in a new sleepwear campaign with her kids, Bec Judd continues to blend business and lifestyle in a uniquely Melbourne way.
She is the ‘OG’ Melbourne influencer, but Bec Judd’s empire of influence is showing no signs of slowing down.
‘Brand Bec’ has been built over the past two decades on trust and authenticity.
Where Judd goes, others follow.
“I only endorse a product if I actually use, wear and love it and I feel like that’s why my brand partnerships resonate with people because my audience knows that if I’m putting my name to it I actually love it,” Judd said.
“Authenticity drives everything that I do.”
Having recently launched her Vain-ish podcast with good mate Jessie Roberts, Judd has collaborated with Melbourne-based sleep and loungewear label Gingerlilly on a stylish family inspired collection.
Her sons Tom and Darcy appear in the Gingerlilly campaign with her.
Judd was already a Gingerlilly customer when approached to front the capsule collection which includes mini me sets for kids, men’s PJs and smart lounge and sleepwear options for women on the go.
“I wear Gingerlilly and I shoot in them for a lot of campaigns,” Judd said.
“They’re always the sleepwear brand that we opt for if we need sophisticated, chic, cozy, but still beautiful and luxe pyjamas.
“The brand actually saw me wearing their gear and that is how it (the capsule) came about.
“What brands always like is an authentic, genuine relationship where the talent actually purchase, love, use, and wear the brand.”
Known as a Melbourne’s queen of the red carpet, Judd will not be attending this year’s Brownlow Medal. Judd’s husband Chris is a two-time winner of the AFL’s highest individual honour.
