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Once a model for Lorna Jane and Charlie Brown, Writer and Entrepreneur Ally May Hayward created the online lifestyle site: Substance, to which has now become a go-to online destination for style, beauty, health and travel. Ally a frequent traveller and explorer left her small coastal town of Copacabana NSW for Sydney, where she is now based permanently collaborating with international brands including Nike, David Jones, Adidas, Uniqlo.



Tell us about Substance and how it came about?


I was modelling and running a vintage online store and began to photograph my outfits, so I began Substance. It has since transformed into much more than just me posting OOTD. I love to write and I love writing advice pieces about anything from fitness & health, to style and travel. I think Substance will continue to transform and evolve as my ideas evolve. The important thing to me is to always have fun with it and stay as creative and innovative as I can be.



What made you decide to move to Sydney?


The move to Sydney was the next step for my husband and I. We have always lived coastal, so Sydney was a big step for us. It made complete sense for both of our work! I love living in a city. There is always something to do or something to see. I think living in different places really broadens your mind. I think I would get claustrophobic is I stayed in the city forever though.



You previously modelled why did you transition into fitness and fashion blogging?


I loved modelling, but I felt it was time to build up my own business and begin something that was just mine. I wanted to have more control and use my brain in different ways. The skills and contacts I made in the modelling industry have helped me so much with the fashion and blogging world!



How would you describe your personal style?


I would say my style is relaxed, sporty and minimalist - I love easy, comfortable pieces. I love detail pieces worn with denim. I definitely think my style has changed a lot in the last two years. I am more comfortable with knowing what I like and I dress more in items that I find incredible, as opposed to making sure I am ticking off the latest trend.



Who are you currently inspired by?


I love french style and I love to people watch.



What is your ultimate indulgence?


Mexican food and burgers are my weakness.



How do you plan on spending the Holiday season?


I am about to travel around America for a month!! The count down is on. Every city we visit will be a completely different experience - stay tuned!



What are your New Years Resolutions?


I try not to make New Years Resolutions. I tend to believe you should constantly make goals and keep yourself accountable. I don’t think there is anything wrong with making a few NY’s resolutions, but you’ll find it much easier to maintain them if you make a conscious effort through out the year instead!

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