Boobs, Boundaries and Branding

Originally published December 14, 2025

There was a brief, shimmering moment in 2010 when I thought I had cracked the code on self-promotion.

Facebook was still new, I was the Cami Secret model, and I was trying to figure out how to lean into the sudden attention without feeling like I was performing my entire life for the internet. So I came up with what felt like a flawless strategy: I would post a daily breast fact.

I was a lingerie model. I was internet-famous for a commercial about covering cleavage. What could possibly go wrong?

Well… everything.

Within days my messages were a collection of confused inquiries:“Why is your whole feed about boobs?”“Is this a breast cancer awareness campaign?”(Reasonable cause, incorrect assumption.)And my personal favorite:“Did you get divorced because you’re a lesbian now?”

Then came the E.L.F. cosmetics spokesmodel contest. The rules encouraged everyone to blast their networks with posts for bonus votes. Naturally, my entire feed turned into a single long advertisement. Shortly after, the Cami Secret commercial went viral, attracted a fresh wave of internet creepers, and that was the moment I hit the eject button.

I went silent. No more breast facts, no more contests, no more anything. I retreated to the safest content imaginable: the books I was reading.

To say my relationship with social media has been fraught would be putting it light.

Which brings me to this week’s guest: Hilary Sutton, fractional CMO, writer, podcaster, and someone who actually understands how to promote yourself online without feeling like you’ve turned your identity into a yard sale.

In this episode, Hilary breaks down:

• how to build visibility without oversharing• how to set boundaries around what you do (and don’t) share• why most creatives under-communicate their value• the difference between “self-promotion” and “letting people know how you can help them”• small daily habits that support mental health when your work constantly puts you in public view

She also offers a grounded, practical reframe I wish I’d had back in 2010: people only know about you what you choose to put into the world, so choose intentionally.

If you’ve ever felt allergic to self-promotion, confused by digital expectations, or unsure how to show your work without feeling exposed, this conversation is worth your time.

Part of our Tools in the Toolbox series on managing anxiety and nurturing creativity for artists.

🎧 Check out Selling Your Work Without Selling Yourself: A Conversation with Hilary Sutton.

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– Allison and the A&A team