At age 11, in March 2008, Tavi Gevinson started her blog, Style Rookie, which averaged 50,000 hits per day within two years. Profiled as a fashion prodigy by the New Yorker in 2010, she has written for publications such as GARAGE, Harper's Bazaar, Lula, Pop, and Vogue UK; presented at IdeaCity, TEDxTeen, L2 Forum, and the Economist World in 2012 Festival; and been featured on covers of Pop, L'Officiel, BUST, and AdWeek. Lady Gaga called her 'the future of journalism'. The New York Times called her the 'oracle of girl world'. Forbes has recognized Gevinson's work on its '30 Under 30 in Media' list for two years running.
Last year she completed an untitled film starring Julia Louis-Dreyfus, Toni Collette, and James Gandolfini, and has appeared on The Colbert Report and Late Night with Jimmy Fallon. In September 2011 Tavi launched Rookie, a website for teenage girls with an international community of avid readers. In addition to its 60+ regular writers, photographers, and illustrators, Rookie has featured guest contributors such as Joss Whedon, Lena Dunham, Thom Yorke, Miranda July, Malcolm Gladwell, Susan Orlean, Zooey Deschanel, Judd Apatow, and Jon Hamm. Rookie Yearbook One was published in September 2012.