Lorna Luxe Announces Social Media Hiatus Following Husband's Death
Lorna Luxe, widely recognised as one of the original social media influencers, has announced she is taking a break from online platforms for the first time as she mourns the passing of her beloved husband, John. The fashion and lifestyle content creator, whose real name is Lorna Andrews, shared her heartbreak with her 1.8 million followers on Valentine's Day, describing it as "the hardest" day since John's death last week.
The Pillar Behind the 'OG Influencer'
Lorna has frequently credited John, affectionately known as "Mr Luxe" by her online community, with being instrumental in her rise to success. In numerous interviews, she highlighted how his support was foundational during the early days of her Instagram career, when monetisation was not yet established.
"I think having an Instagram husband is the reason why I grew when other people didn't back then," Lorna revealed on the Passenger Princess podcast. "We didn't get paid for it, so I couldn't hire anyone to take my photo. Sometimes in the week, if he was working, he drove into London at four in the morning so I would do my makeup in the car."
She elaborated on their routine, explaining they would conduct street style shoots in affluent London neighbourhoods like South Kensington and Chelsea before John continued to his banking job at Canary Wharf. Lorna described him as her "best friend" and "superstar shutterbug," emphasising that her blog "wouldn't exist without his commitment and captures."
From Council Estate to Millionaire Business Owner
Lorna's journey to becoming a millionaire influencer began from humble origins. Raised on a council estate in Trafford by her mother and grandparents after her father left when she was four, she developed high aspirations early. After studying English and Music at Newcastle University, she pursued a career as a Virgin Atlantic flight attendant, which she characterised as "a champagne lifestyle and lemonade wage scenario."
It was during this period that she met John in 2009, when she was 25 and he was 46. Despite initial reservations about the age difference, Lorna was quickly captivated by his charisma. "John was the first man I was ever in awe of," she told The Sun. The couple married in New York the following year and eventually settled in a £2.5 million house in Warwickshire.
Overcoming Personal Struggles and Building a Brand
Behind the scenes, Lorna battled an eating disorder that ultimately cost her airline job. During her recovery, she began posting daily selfies on social media to track her progress, inadvertently discovering the platform's potential. Simultaneously, she worked at online homewares retailer Rockett St George, where she honed her fashion sense and learned about digital commerce.
By 2015, Lorna had amassed 100,000 followers and started receiving invitations to PR events, navigating the then-nascent influencer landscape alongside brands that were equally unfamiliar with the concept. "I just paid attention and kept going," she recalled, absorbing insights from peers about monetisation strategies.
Her persistence paid off spectacularly. When fashion brand In The Style collaborated with her on a debut clothing range, it generated £62,000 within the first hour of sale. By 2022, John left his banking career to help manage Lorna's expanding empire, which included co-founding makeup line 98 Beauty and womenswear brand L.A-Space—the latter earning £100,000 on its launch day.
Today, Lorna can command up to £80,000 monthly from a single brand deal, though this success followed significant financial risk. The couple accumulated £300,000 in debt while investing in her early career, with Lorna purchasing outfits to showcase on Instagram, convinced it would "take off."
A Tragic Diagnosis and Final Farewell
In April 2023, John was diagnosed with stage three adrenal cancer, undergoing chemotherapy and briefly entering remission by November. Tragically, the cancer returned in May 2024, spreading to his brain. He passed away last week at home, with Lorna by his side.
Announcing his death on Instagram, Lorna wrote: "My beautiful, brave John died yesterday. I am heartbroken. We were together to the very end, at home, in our own bed and holding hands which is exactly what he wanted." She shared that their final conversation included John saying he felt "rough but in love," a testament to his enduring devotion.
The couple, who were child-free by choice, received an outpouring of support from Lorna's online community and celebrity friends like Molly-Mae Hague and Michelle Keegan. On Valentine's Day, Lorna posted a poignant tribute, quoting: "To love and be loved is to feel the sun from both sides." She assured followers, "I'm going to be a bit quiet on here, but I'm reading your messages and I'm seeing your comments and I appreciate them very much."
As Lorna Luxe steps back to grieve, her story underscores the profound personal partnerships often behind public success, reminding us of the human resilience and love that fuel even the most digital of careers.
