Just Because It’s Pretty: A Conversation with NYC Fashion Creator, Rachel Schwab

By:  Mia Dubin

“Pretty” to Rachel Schwab, the face and curator behind the social media handle @Justbecauseitspretty, is not just about details or things deemed perfect; to her, it is the ability to be authentically yourself and command any room with confidence.

I had the incredible opportunity to speak with local New York City royalty about her career as a fashion influencer, and how she hopes her content inspires a new wave of girls to create. We discussed everything from 2026 fashion trends to role models (MUUZES), and what it means to be an internet big sister for all things fashion and lifestyle.

During our conversation, Rachel opened up about how @Justbecauseitspretty first started as a platform highlighting photos of a fresh manicure or a new haircut, but during COVID, with more free time and the support of her mom and a close friend, Rachel envisioned something more. She transformed the platform into a space dedicated to fashion and beauty. Laughing, Rachel recalled how the usernames she initially wanted were all taken, but luckily, it all happened for a reason, and @Justbecauseitspretty became her iconic handle.

Rachel emphasized that in terms of style, she loves the simplicity and beauty of anything feminine. She loves lace, crochet details, and buttons, highlighting her appreciation for the small details on pieces. In 2026, she is excited to see fringe having a moment right now, but she continued to emphasize her love for feminine details and how they never go out of style.

When it comes to inspiring the next generation of young women hoping to begin their careers as influencers, Rachel explained that fearing what others think is detrimental to the world of influencing, and being authentically yourself is the secret to success. 

“Find something that you are passionate about… something so specifically you that makes you stand out. Share it with the world and DO NOT let perfection stop you! The internet doesn’t want to see perfect anyway these days. If anyone is talking negatively about your content, I believe they are just jealous! Stay in your own lane. Focus on yourself. Don’t compare yourself to others.”

Rachel continued to express that when it comes to her content, her MUUZ (role model) would be Rebecca Hessel Cohen, the founder and trailblazer behind the legendary brand LoveShackFancy. Rebecca’s style, work ethic, and brand make Rachel’s brain “light up!”

Thank you so much, Rachel, for being such an icon on our screens. Rachel has taught me the importance of being myself and not allowing fear to dictate my life, but instead letting my dreams and passions become the canvas for endless possibilities. More importantly, she has shown me that ignoring the judgments of others is the real secret to success, and that “pretty” is not just a word to describe how something looks, but what makes someone truly unique.

Shop Rachel’s REVOLVE Favorites(s): HERE

Learn More About Rachel: HERE