Sophia Amoruso


FILTER FUN: Delta Air Lines’ use of Snapchat social media filters in a contest was interesting enough to turn the head of social media maven Sophia Amoruso.

The Nasty Gal founder said she’s always interested in seeing how brands are using social and will lend her style and career advice to the winner, which was determined this week, of Delta’s DreamHunt contest. The airline’s contest sends participants around the city to find hidden Snapchat geofilters. Amoruso is one of five influencers and celebrities across music, food, fashion, tech and sports in the L.A. area who are being linked with winners in a contest that caps next week.

“Users are able to chase a pot of gold at the end of the rainbow, which I’ve always dreamed of doing,” Amoruso said. “It’s a really interesting way Delta’s using the Snapchat geolocating, with the filters…. There’s some hustle involved, so it’s fun to see people engaging with the app and the contest.”

Part of the prize includes a shopping spree with Amoruso at one of Nasty Gal’s stores, which will likely be the location on Melrose Avenue, she said. Amoruso called the prizes Delta’s offering a rare opportunity she wished she had been exposed to earlier.

The businesswoman started Nasty Gal 10 years ago originally as a store selling vintage on eBay. Her drive, or what she would call hustle, has spun into a brand in that span of time that’s extended beyond an apparel company and into books, podcasts and web sites, that’s also generated major lessons in life and business.

“This is a bigger lesson [learned early on] I think in life and it’s something I relearn over and over again and it’s that when someone shows you who they are the first time, believe them,” Amoruso said. “It’s so easy to see what we want to see in people in the world [or] in any situation. That applies to business and relationships and even hiring.”

Amoruso has a packed schedule with the tour for her second book “Nasty Galaxy” starting next week in New York. She’s also in the midst of executive producing the Netflix series based on her first book “#GirlBoss,” which will make its debut next year and stars Britt Robertson as Amoruso. The #GirlBoss brand is also a regular podcast series and web site that is now producing its own original content.

“It’s really interesting,” she said. “I never in a million years thought that book would be anything more than just a book but #GirlBoss has become a lot more.”

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