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by The Brand is Female
Matriarch Movement

Michelle Chubb: the power of vulnerability on social media


Michelle Chubb, known by her handle @indigenous_baddie, is a 23-year-old social media star, with almost half a million followers on TikTok where she shares content blending Indigenous regalia, relatable anecdotes, and social justice activism. She is Néhinaw, or Swampy Cree, currently part of Oxford House, a First Nations Cree community in Northern Manitoba. Growing up in the city of Winnipeg, Michelle spent summers with family at Cross Lake reservation, a place where she could learn ancestral traditions. After going through a difficult time when she lost her grandfather, she reconnected with her Indigenous identity through ancestral art forms, including jingle dress dancing, a practice which she shares a lot about with her followers, including making her own dresses and regalia, in additional to traditional beading. Michelle believes in the power of authenticity and vulnerability showing through her social media presence, and she frequently calls out daily incidents of racism, discrimnation and brings awareness for issues facing Indigenous communities in the Prairies, Canada and beyond. She’s attracted attention from mainstream brands, including eyewear brand BonLook which featured her in a campaign recently, and she was featured by Teen Vogue, in addition to being named one of Canada’s ‘Women of Influence’ in the latest cohort. Listen to her conversation with host Shayla Oulette Stonechild where Michelle talks about finding her voice, staying true to her roots and tapping into the infinite potential of authenticity.

This episode is brought to you by Louve Design, a women-owned and women-led socially and environmentally-responsible fashion brand, with all pieces made and designed in Canada. Shop at louvedesign.com and use code SHAYLASHIPPING for free shipping at checkout!


Follow Michelle Chubb on Instagram

Follow Shayla Oulette Stonechild on Instagram.

Visit thebrandisfemale.com.


Episode 7

Season 1

by The Brand is Female