The internet is absolutely saturated with fashion/lifestyle Instagrammers from around the world, but your newest follow might just be someone in your own backyard. With London being one of the ‘Big Four’ fashion capitals (and blogging being the #1 career for every self proclaimed fashionista), it’s no surprise that our city is brimming with national and international fashion bloggers. To differentiate themselves and their brands, influencers are relaunching their fashion blogs as well-thought-out lifestyle platforms discussing fashion, beauty and travel as well as topics such as photography, feminism and self-confidence. And while the list of blogs keeps growing, we’ve rounded up the ten best London based fashion bloggers worth following right now.
Originally from Portugal, Catarina Mira teaches us a lesson in timeless dressing. Everything she wears from oversized linen shirts and tailored suits, to slip dresses and separates can be added to your forever wardrobe, though that doesn’t mean she styles them in a boring way, far from it.
We’re addicted to influencer and entrepreneur (she runs a personal styling business) Bettina Looney‘s unapologetically feminine style. Expect to see dresses, colours and bold prints aplenty, with a smattering of red lipstick and statement jewellery for good measure.
Follow editor and writer Anna Vitiello for a daily dose of Italian maximalist style. We love her retro take on trends, from structural heels to straw hats and blazers to headscarfs. More is definitely more.
Originally from Thailand and currently alternating between London and Sydney, Ashley Schuberg combines her passion for fashion and travel on ‘Miss Gunner’. Next to writing weekly blog posts and editing the occasional vlog, Ashley is forever showing off bare legs, an amazing tan and her incredible collection of dressed up two pieces on Instagram.
There are three things that immediately make you want to follow Freddie Harrel: her amazing hair, her broad smile and her immaculate fashion sense. The latter is the result of Freddie not only being a fashion stylist, but also a confidence consultant who dares to go bold with bright colours, prints and metallics – outfit essentials she continuously shares on ‘Freddie Harrel’.
After moving from Canada to London for love, EstéeLalonde quickly became one of the UK’s most renowned lifestyle influencers. The success of her blog resulted in a YouTube channel, a podcasts series called ‘The Heart of It’ and a book titled ‘Bloom’. Seven years later Estée’s favourite topic still remains beauty, but she has an undeniably good eye for delicate jewellery and knitted jumpers.
Joining her fashion sense and writing skills, freelance journalist Sophie Milner successfully launched ‘Fashion Slave’, a platform that discusses topics such as relationships, feminism, beauty and fashion. In addition to creating content for her blog and YouTube channel, she also co-hosts a podcast series called ‘Keeping It Candid’ while regularly uploading high street branded outfits on Instagram – plaid, faux fur and retro sunglasses guaranteed.
Her Instagram bio may read ‘Texas raised, London based’, but in reality lifestyle blogger Erica Aulds is always on the go. Combining her love for travel and fashion she launched ‘Erie Nick’, a blog dedicated to delivering inspiring everyday content – from tips for weekend trips to Paris and The Cotswolds to the best plaid pantsuits, spring sweaters and occasion dresses.
Alexandra Stedman is a pro in putting together wearable and affordable outfits. The freelance fashion editor and new mum is currently renovating a London townhouse – you can already catch glimpses of her Pinterest inspired bedroom, bathroom and study on ‘The Frugality’ – but that doesn’t keep her from sharing her love for cosy jumpers, Vans trainers and headwear.
Lydia Elise Millen
Almost as iconic as her nude lip, is Lydia Elise Millen’s wardrobe. The lifestyle blogger has an amazing handbag collection that includes Louis Vuitton’s Pochette Metis, Fendi’s Peekaboo and Dior’s Lady Dior – only to name a few. Lydia loves a good staple – her black jeans, white button down shirts and beige trousers are repeatedly on display on her blog – and as you can tell from looking at her Instagram feed, she has a soft spot for neutral tones.
We Are Twinset
London based stylists and friends Sarah Ellis and Philippa Bloom founded ‘We Are Twinset’ as online destination for your daily dose of outfit inspiration. Often in matching sets, Sarah and Philippa combine both wearable everyday high street and high end items while posing in the streets of Kensington. Other topics that they explore on their blog are beauty, travel and interior.
Celebrity stylist turned fashion blogger Juliet Angus might have swapped LA and NYC for London, but that certainly doesn’t mean she left behind her splendid style. Juliet perfectly manages to spice up our city’s casual street wear with some NYC glam – think green jumpsuits and white cowboy boots or track pants with sequined jackets.
Merging her passion for fashion with photography, Lizzy Hadfield launched ‘Shot From The Street’, a fashion blog with outfit posts shot on a 35 mm film to recreate the same vintage vibe that influences her style. Funky sunglasses, mom jeans and plain tees are Lizzy’s go-to, items she also spotlights in the ‘Testing Basics’, ‘Haul’ and ‘Lookbook’ series on her YouTube channel.
Cycling shorts are undoubtedly one of summer’s biggest and yet trickiest trends. Seen at Prada and Chanel on the runway, and Zara and Mango on the high street, it is definitely for the bravest amongst us. So how does this translate into real life? Two members of the Marie Claire fashion team put cycling shorts to the test.
Alison Belamant, senior fashion assistant
People often assume that just because I’m tall with relatively long legs, I’d want to get them out at any opportunity. However, I actually quite dislike getting them out-out; even more so when it’s in something as fitted as a pair of cycling shorts. But this is a trend that doesn’t seem to be going away this summer, and, if they’re good enough for Chanel, who am I to argue with at least giving them a try?
I tried a few high street styles, but overall these Raey shorts, whilst a bit short for my liking, fitted a lot better – I guess there’s definitely something to be said for high-quality Spandex. Wearing a pair of all too revealing-of-every-lump-and-bump shorts was always going to be a real test of my confidence, but once I tried them on, I knew the only way I’d wear them out the house was with an oversized shirt. And so, I teamed my shorts with a roomy white shirt from H&M and a pair of Topshop heeled sandals – which also felt much needed to bolster my confidence.
The verdict: Even with styling tricks to balance them out, it’s a no from me. Cycling shorts, whilst they might look good on a catwalk, are not for the faint hearted, and unless I’m out cycling (also highly unlikely), this will be the last time I’ll be seen in a pair!
Penny Goldstone, digital fashion editor
It’s safe to say I don’t really do casual, in fact, you’ll rarely see me wearing anything other than a dress in summer. So I must admit I did raise my eyebrows at all the cycling shorts on the runway. ‘This clearly isn’t going to stick!’ I thought, but here we are, in the middle of the SS19 season, and spandex shorts are everywhere.
And if I’m honest, so girls do make them look super cool with a puffer jacket and Balenciaga trainers. So I thought I would give this tricky trend a go, but put my own feminine spin on it. I teamed my Ninety Percent with an oversized & Other Stories shirt, thrown under a dusty pink Elizabeth & James blazer, which instantly dressed them up. In the spirit of keeping the shorts a little casual, I finished off the look with my trusted Tevas, which are also a big trend right now.
The verdict: Now I didn’t hate it as much as I thought I would. I think the key is investing in a good quality pair of cycling shorts. The material of these Ninety Percent ones was thick enough that I didn’t need to worry about lines or the dreaded camel toe. However, to echo Ali’s words, I really don’t think I’m cool enough to pull this particular trend off.
As a fashion editor, I thought I spent way more on clothes every month than the average person, sometimes up to £400. But it turns out I’m really not, and though I’m aware that that’s a substantial amount of money, a quick poll around the office and my friends tells me that it’s in fact pretty average.
And according to the experts, we’re all spending too much. Financial planner Pete Dunn told me we should spend 5% of our take-home pay on clothing. So if your annual salary is £18k, you should only be spending £66 a month on clothes, and if you’re on £30k – the average UK salary – that should go up to £100.
So what are we spending on? I decided to ask several women on different salaries how much they spend on clothes in a month, and the results were so fascinating. Some names have been changed for the purposes of this article.
Vicky, freelance PR director (part time), London/Essex
Salary:£1.5k depending on month
Money spent on clothes: £400-500. As I’ve got older I’ve started to veer towards more expensive brands and investment pieces although I do love certain high street brands such as & Other Sotries. My other faves are Hush, Whistles, Arket, Me + Em and Topshop. I’m also finding I’m buying increasing amounts online but only keep things I’m really happy with as I’ve bought so much in the past that I’ve only worn once and then decided I don’t like. I tend to mix high street clothes with investment pieces such as handbags and shoes, and I always find a good coat elevates an outfit.
Wendy, freelance communications manager (part time), London
Money spent on clothes: £100 per year. I’ve checked my rail and I think that in the last year, I’ve bought six or seven tops (all second hand), two pairs of shoes (new), some jeans (new) and probably some underwear (new). That’s probably about £100. You can get nice stuff in the charity shops nowadays, they only put out the good donations and I tend to get stuff like M&S, Zara or Miss Selfridge for about a fiver. I don’t do it to save money but to reuse the vast amount of clothes people give away.
Laura, press executive, London
Money spent on clothes: £30-100. £30 will be a once a month purchase, and £100 if I’m going on holiday or to an event like a wedding. I spend that much based on a variety of things. Realistically, I can’t afford to spend much more and I’d rather put the extra cash towards savings or a holiday. On the other side of that, I’m trying to buy more consciously, so only things I love, will wear and are good quality so long lasting. Although I’m fortunate that I work in fashion and can borrow items for internal events, I also have a generous uniform allowance so that helps to fulfil my shopping ‘wants’, but I’m finding more and more that I have allowance leftover because of the more conscious spending.
Sarah, sales & marketing manager, Brighton
Salary: £32k base and around £20k bonus
Money spent on clothes: £250-300. I order mostly online and so probably return around half of what I buy (keeping the £250-300 worth). My favourite brands are & Other Stories, H&M and a bit of Arket and Mango. I’m definitely starting to think about shopping more sustainably, and my purchases are usually considered. I allow myself to buy things off my wish list only, no random purchases.
Rachel, stay at home mum, Essex
Salary: £1,000 monthly allowance from my husband
Money spent on clothes: £500-800. I spend this on a combination of ASOS, Zara and sports clothing (usually Gym Shark). Occasionally I treat myself to something from Net-A-Porter, and I always shop online as I hate walking around a shop.
Sophie, social media manager, outside of London
Money spent on clothes: £400. I mainly shop at ASOS for convenience and one of my favourite brands is Monki. I’m an impulse buyer and I don’t really think about the money, if I like it I buy it. I look at Instagram and articles for inspirations and often buy into trends but trying to be conscious when doing so. I also like to pair new items with old ones in my wardrobe for new looks. I always car boot my clothes and donate the remaining to charity to upcycle. Just to note that I’m not based in London so shopping is not as accessible (my nearest Zara is one hour away).
In an effort to add a bit of continental style to our wardrobes, we’ve asked the experts on how to dress more French, and learnt all about German fashion. And this season, we’re all about Scandi style.
So we thought we’d ask Maj-La Pizzelli (pictured below), co-founder of Swedish footwear and accessories brand ATP Atelier, to share her rules for the perfect Scandi-cool aesthetic, including how to invest in timeless investment pieces without compromising your personal style.
Express yourself with accessories
I know I’m not exactly impartial here, but the most important pieces for summer in Scandiland is the accessories! Accessories have the power to transform any outfit and elevate your style. Use your shoe or bag to dress up the everyday or dress down the formal. That’s typical of Scandi style – to wear a high heel with a pair of jeans, or a gorgeous flat with a flowy dressed-up suit.
Invest in seasonless style
Scandinavian women love to mix-and-match so you can never go wrong with a collection of basic tees, sophisticated blouses, jeans, pumps, and a suede or leather tote bag. Invest in a high-quality shoe or bag that feels relevant and seasonless, that says something about who you are. Take the Arezzo handbag and Treia ballerinas, both handmade from Tuscan vegetable tanned leather, their contemporary and signature designs are the form of versatility.
Layer, Layer, Layer
In hand with the first, layering is minimalism’s best friend. Pair a white shirt with a sleeveless dress or basic tee with a slouchy card and gilet. Having a collection of basics means you can pile on two or three layers to achieve a fresh and chic look every time. Layer with your bags! It’s been on the catwalks and currently a street style trend but it’s been a Scandinavian favourite for much longer. Layering two or three mini-bags to create a structured multi-compartmental piece is a signature ATP look and Scandinavian favourite!
Add Colour & Prints
Although neutrals are a Scandinavian must-have, the new-gen are taking on bolder colours, prints and textures. Be bold with colours! Scandinavians used to be all about black and beige. We still are, to some extent, but we’ve added pink, yellow and blue as our new neutrals. Have fun with it! A classic cut in an interesting print or pop of colour screams Scandi. Think of a satin floor length slip dress, shearling detailed loafers, or a clash of prints and colour.
Comfort, practicality and flair is the combination every Scandi woman channels and its all in the shoes. Contemporary slip-ons, backless mules, and barely there sandals are a go-to for that effortless and easy going ensemble. Why is the scandi look so effortless? It’s because it feels effortless. The Scandi woman values comfort and quality the same – try our Turi slingback, Fioli mules or Rosa sandals – you’ll wearing them year on year.
Ever since I found out I was pregnant, I have dreaded the idea of shopping for my new body shape. It took me years to pin down the exact cuts and styles that suit my hourglass figure. So the prospect of dressing a totally different shape was a little daunting.
So imagine my pure joy when I discovered that there is a somewhat ‘secret’ section of the Zara website dedicated to mums-to-be. ‘Mum’ can be found under the ‘Cornershops’ tab, and whilst not strictly maternity wear it’s a brilliant edit of pieces from the full collection that work with a pregnant body shape, modelled on women with bumps.
I managed to get my hands on a few pieces, including that Zara dress, and I have to say it gave me so much more confidence about dressing my new body, because I didn’t feel like I was having to compromise on style.
Talking about money can be awkward, but I’m a firm believer that being transparent about things like savings and spending is important.
I often get asked how I can afford all those outfits I post on my Instagram, and told that I must be spending a fortune, so I thought I’d broach the subject of how much money exactly I spend on clothes.
Firstly, I’d like to point out that I’m in a very privileged position thanks to the job I’m in. I have great relationships with a lot of fashion brands, who sometimes send me clothes as a gift, or lend me some for events like weddings or big holidays.
For example, on my last trip to LA (below, dress borrowed from Kalita), about half the clothes I packed were borrowed rather than bought, although it looked like I’d spent a small fortune on a holiday wardrobe – the magic of Instagram.
Another perk of the job is discounts. Some brands offer influencers and editors discount cards they can use throughout the year, so I don’t always pay full price. If a brand or designer doesn’t do that, then I’ll usually wait until they do a flash sale or discount code – something instilled in me during my early career at MoneySavingExpert.com.
How much do I spend on clothes a month?
But back to the point: how much do I spend on clothes every month? It fluctuates, but it can be anywhere between £200 to £400. For example, today I spent £200 in the Net-A-Porter sale: I bought a Ganni dress (60% off) and a Cult Gaia bamboo tote (50% off).
I am a clothes horse, and can never resist a pretty buy, especially when half my job includes curating shopping edits for our readers. I will admit I don’t always invest in ‘sensible’ clothes, eg, a camel coat or jeans I’ll wear forever. I am partial to trends and would be on first name basis with the staff at Zara if I actually shopped in store (the online experience is second to none).
The months where I spend closer to £400 are those where I buy mid-range rather than high street, and I will usually consider carefully whether it’s something I need or not. Last month, Joseph had a flash sale and so I bought a timeless spaghetti strap summer dress.
I usually spend a little more at Christmas or my birthday as I’ll get vouchers or money as gifts, and my most expensive purchase was the black mini Celine trio handbag that I bought in Paris at the end of last year, which was around £750 once you do the conversion rate.
That is a huge amount, I’m aware of that, but the reasoning was that I’d wear it lots (cost per wear etc), and I did and will no doubt do again come next autumn, as I’m not a fan of wearing black accessories in summer.
A quick poll around the office tells me that I’m not the only one who spends on clothes, with the average being around £200. And in all fairness, whilst that is a lot, I never spend money I don’t have, and still make sure I save money every month.
As I’ve gotten older however, I’ve become more conscious of the impact of fast fashion, and do think twice about buying things I probably wouldn’t wear more than once. I also try and practice circular fashion by donating clothes I no longer wear to friends and family or charity shops, and I also do car boot sales twice a year.
Hopefully that’ll give you a bit more of an insight into someone else’s spending habits, and perhaps make you feel less guilty about that payday treat!
We all know Naomi Campbell is a fashion icon – she’s graced countless magazine covers, starred in countless campaigns and is pretty much the living embodiment of the Nineties super supermodel phenomena. But she’s a lot more than that, too. The British Fashion Council have announced that she’ll be awarded the ‘Fashion Icon’ honour at the upcoming Fashion Awards 2019, to be held at the Royal Albert Hall in December. The award recognises people who have used their voice and position within the fashion industry to effect positive change.
The BFC say Campbell will be ‘recognised for her incredible contribution to the fashion industry, her world-renowned career as a supermodel, as well as her philanthropist work with charities, and incredible efforts for a more diverse and equal future, especially in Africa.’ Campbell founded Fashion for Relief in 2005, a fashion-tastic event (Jourdan Dunn on the Fashion for Relief catwalk in 2016, below) that has since been held in locations including New York and the South of France. The charity has raised millions for disaster relief, for crises like the Japanese earthquake and tsunami, the Haiti earthquake and Hurricane Katrina. Excitingly, Campbell will be bringing it back home to London this September, staging a catwalk show during London Fashion Week.
Naomi Campbell began charity work with the late Nelson Mandela in 1993 (with Naomi in 2001, below), and in 1997 he named her “Honorary Granddaughter” for her activism. In 2018, Naomi Campbell had the honour of presenting a tribute to the independence leader, who would have turned 100, at the 2018 Global Citizen Festival in NYC. Naomi also made a speech at Winnie Mandela’s funeral, calling her “a woman of strength who endured much hardship and sacrifice”. In 2013, Naomi Campbell launched the Campaign “Diversity Coalition” with the aim to address racism in the fashion industry. She headlined the 2019 Forbes Woman Africa’s Leading Women Summit as well as co-producing this year’s Arise Fashion Week in Lagos.
Unbelievable as it may sound, Campbell was the first black model to appear on the cover of Time magazine, the first black model to grace the cover of French Vogue (in 1988), the first black model to cover American Vogue’s most prestigious issue of the year – the September issue – in 1989, and the first British black model to star on the cover of British Vogue. Modelling in one of Alexander McQueen’s early Givenchy shows, below
The BFC’s chief executive Caroline Rush says: “We cannot think of a more deserving recipient than iconic Londoner Naomi Campbell, she has achieved exceptional work in the industry. Naomi represents female empowerment, activism and glamour and her voice is used for great impact. We are thrilled to present The Fashion Icon Award to Naomi and acknowledge her for her remarkable contribution to the global fashion industry, and we look forward to celebrating with her in London in December.” Ours is a pisco sour, cheers, Campbell…
But deciding which bag to get can seem like an insurmountable task when you see how much choice there is out there. So I thought I’d ask the team at NET-A-PORTER which 10 bags customers are buying right now, a good sign that they’re worth buying.
At the AW19 trends presentation, Elizabeth Von Der Goltz, Global Buying Director at NET-A-PORTER, called it: it’s the return of the IT bag, and as a result, customer are investing in big brands. As for trends, she says, ‘To complete our working woman’s look, the frame bag returns, with a vintage style update’.
In keeping with the vintage and ladylike look, Saint Laurent’s croc effect clutch and leather pouches have been big hits, as has a beaded bag by Vanina Comino, now sold out.
For a more practical take on dressing this season, the tote bag is key. Elizabeth says, ‘Totes have made a cool comeback, and this is sure to be a cult item for the season.’ Enter Loewe’s dreamy raffia tote.
Finally, it seems it’s the timeless classics that will always be popular, with Gucci’s GG Marmont shoulder bag and Bottega Veneta’s Arco style topping this season’s bag hot list. Shop them all below.
Vanina Comino faux pearl and gold-tone beaded tote (sold out)
Bottega Veneta The Pouch mini leather clutch (sold out)
When it comes to chic tailoring with luxe sport refinement and clothes that women ACTUALLY want to wear Sportmax have been nailing it season after season. Which is why, when we heard that for pre fall 2019 they were adding eyewear and sneakers into the mix, we knew it would be love at first sight.
A fine example of Italian craftsmanship and expertise, graphic elements are fused with exquisite and contemporary detailing. And with contrasting materials, colours and silhouette, these are the perfect go-to accessories from any discerning stylish woman. Full of energy, dynamism and movement, the addition of sneakers and eyewear sees the heritage of Sportmax being re-interpreted in a futuristic way.
Injecting personality into your style has never been easier, thanks to the Eyewear Collection. From wire frames to flat metallic numbers, there really is something for everyone.
We’re championing the strikingly beautiful red full glass frame and modern clear acetate pair which are confidently chic in their simplicity. And, for those that prefer to play things slightly safer, you’ll be pleased to know that they also come in black, but with a contemporary silhouette this is a pair of sunglasses that still manages to offer that certain je ne sais quoi.
The sock shoe trend isn’t going away anytime soon, they just seem to be getting better and better in our humble opinion, so a collection with varying colour ways is just what we have been looking for. We’re particularly enamoured by these beauties with their considered design elements like overlapping layers and stand out 3D concentric circles on the sole, which really sets them apart from the pack. The sneakers drop in July and will be available at all Sportmax shopping destinations.
Toughen up a floaty feminine dress or team with leather shorts and a ribbed jersey top to really elevate your look. Quite frankly, this is the perfect way to step in the sneaker trend.
Being a fashion influencer is a relatively new profession, and so is often misunderstood. In fact bloggers are often labelled them as ‘lazy’, ‘in it for the freebies’, ‘raking it in’, or even that it’s ‘not a real job’, and other misconceptions.
However in my experience, they are anything but. In fact, the influencers I’ve both worked with and am friends are some of the hardest-working people I know, getting up as the sun rises for photo shoots, working with brands on paid projects, editing videos into the small hours and of course producing non-stop content for their followers.
To shed a little light on what goes on behind the scenes of a successful Instagrammer, I interviewed a range of influencers, from the ‘nanos’ with around 10k followers, to those with k+ followers. Here are their refreshingly honest answers, from how much they spend on clothes, to how much they charge brands for content.
How often do fashion influencers take outfit pictures?
Anisa Sojka (52.2k followers): 1-2 times a week. I tend to shoot a few looks in one go to have content for the whole week.
Georgia Meramo (21.4k followers): This depends! I try and only take photos while I’m out and about/wearing it rather than dragging a suitcase around London as I like it to be more authentic and things I actually wore as my style is very casual. I aim for a photo a day but realistically it’s probably 5 a week.
Louise O’Reilly @stylemecurvy (97.6k followers): Usually it would be 6-7 days a week which can be affected if I’ve a number of flights in one day or if I have to be on set ( I worked as a curve model for the last ten years so this is something I still do separate from blogging). My overall aim is to create 30 pieces of content per month which covers reader requests, trend tacklers and current trends or topic I personally love and think would be helpful for people.
Natasha Grano (1.2m followers): Every week I have a photo shoot with my photographer or any international visiting photographers where we’ll shoot about 10 looks or shoot for a magazine. 10 outfits will last me for about a week on my feed.
Hayley Hasselhoff (82.1k followers): I take outfit pictures at least three times a week for work purposes. I wish I took more imagery for myself and about my personal style but life can get into the way.
How often do fashion influencers buy new clothes?
Anisa Sojka (52.2k followers): I rarely shop anymore. I’m so lucky to receive clothing regularly from brands that I’d rather spend my money on other things.
Georgia Meramo (21.4k followers): I have really tried to stop buying in excess, as I hate having things I won’t wear or don’t ‘spark joy’. I’d say I buy 2-4 pieces a month which will be mid-range rather than super disposable or trend-lead.
Louise O’Reilly @stylemecurvy (97.6k followers): With fashion I aim to have my key go to pieces as staples I’ll use time and time again and mix in with current trends. Some months of course such as September and February for Fashion Weeks, summer for swimwear or Christmas you will find yourself spending more.
Natasha Grano (1.2m followers): Since becoming a luxury influencer I’ve bought way less, as all the brands I’m endorsed by are where I was previously shopping. But of course, I still shop for handbags and shoes!
Hayley Hasselhoff (82.1k followers): I tend to not shop often only for accessories especially when I am travelling. This is due to working with a lot of adored brands and being able to select from their upcoming collections to have in my personal wardrobe.
How much would do fashion influencers spend on clothes every month?
Anisa Sojka (52.2k followers): On average £100 max – the outfits I post are usually gifted by brands I work with.
Georgia Meramo (21.4k followers): I’d estimate between £100-300, unless I’ve planned a bigger purchase or am saving for a holiday etc. Usually a couple of key pieces from the likes of Mango or Stories. I rarely buy anything designer as I always spend forever considering the purchase and saving etc. When I do it’ll be a ‘forever’ item such as a handbag or shoes. I never commit big spends to trends that I feel won’t have any longevity.
Natasha Grano (1.2m followers): As I’m a born fashionista I still spend quite a lot on clothes every month just for my pure adoration of fashion and trends. I truly admire new designs and collections from brands and love to stay current and up to date. So, I’d say I spend between £5,000-£10,000 a month on luxury designers and my own shopping habits.
How do fashion influencers monetise your content?
Anisa Sojka (52.2k followers): Affiliate links and sponsored posts with brands. Affiliate links are trackable links that you earn a commission from if someone makes a purchase via that link. Sponsored posts with brands basically means that a brand pays you to feature their product and to promote it.
Georgia Meramo (21.4k followers): I use RewardStyle which is an affiliate network, so I make a small commission on sales I make. I also do brand collaborations when they fit with my content.
Natasha Grano (1.2m followers): I started by tagging the brands I had shopped at in my photos to get their attention. Then, as my following grew it picked up a lot of traction and there was increasing interaction on my posts. I began recognising how much I was endorsing the company’s products, and as a result these brands would contact me asking to collaborate. You can monetise from the smallest followings, I would say there’s no minimum in fact. For example, somebody that only has 10,000 followers may have a thousand comments on their photos and two thousand likes. This means they could have better interaction on their posts than somebody with 200,000 followers, showing you can monetise your content from any point. All you need is creative content, and for me that was always being able to take photos in luxury destinations with the items I was sent, generating interest and a unique photo.
Louise O’Reilly @stylemecurvy (97.6k followers): There’s various ways individuals can monetise content and it very much depends on whether the person is a blogger, a You Tuber or strictly Instagram only. For me personally, Style Me Curvy began over 8 years ago and it will always be my baby so I’m very strict as to what I feature and who I work with so its definitely a process. If a brand is a right fit for my readers then I might work with them on different campaigns they’re working on which can be something such as X brand looking to highlight their latest dresses which would have good size diversity. I could be asked to create content for a brands own website, not mine, and then I have affiliate links on some of my content pieces. Affiliate links is something that is often misinterpreted. It means a blogger will receive a very small percentage of a sale usually 2-10% (sometimes 20% but in very rare circumstances) but this doesn’t cost the individual who purchases the product, it’s between bloggers and affiliate link companies who represent brands.
How much do fashion influencers charge brands for an outfit post?
Anisa Sojka (52.2k followers): This really depends on what the brand asks for in the content created. I would say the rule of thumb is charge £100 for every 10,000 followers you have. I’ve been working by this since the very start.
Georgia Meramo (21.4k followers): This depends on the deliverables, usage rights, and exclusivity etc. There’s far more that goes into it than people think! Industry standard is to charge 1% of your following, but this definitely fluctuates depending on the brand and required content.
Natasha Grano (1.2m followers): Now I’m over 1 million followers it’s jumped into a whole new price range. I don’t usually disclose the exact details of how much I charge, but it’s a four figure number and upwards.
How many hours do fashion influencers work?
Anisa Sojka (52.2k followers): It’s hard to say because no two days are the same. Perhaps on average 8am – 6pm. Although sometimes there are night events and this is considered work as you’re either paid to be there or it’s a networking opportunity that’ll benefit you in the long run. But if it’s a press trip for example, you’re on call pretty much the whole time you’re awake.
Georgia Meramo (21.4k followers): I actually have M.E so work much better in the evening, as the mornings are hard for me! If I’m working from home, I’m up by about 9-9.30am and then work on and off (between walking my dog and finding other distractions) until about 9pm. Sometimes later if my boyfriend isn’t in to peel me away. I find myself doing odd jobs late at night, weirdly that’s when I’m most creative.
Louise O’Reilly @stylemecurvy (97.6k followers): It’s very much one of those jobs based on ‘When I open my eyes in the morning and when I close my eyes to go to bed’. Theres that constant ‘on’ feeling. It would probably be 80 hours a week and more would be my average hours for social media content, emails and admin. In summertime I would get anything from 300-500 reader request emails which I try to answer all on top of work emails and model work too.
Natasha Grano (1.2m followers): My career is pretty time consuming in terms of hours but I have a great team that work for me a run my İnstagram. I love working so it’s not really work I guess too *winks* I think it’s important that I get to know brands and connect with my followers. I create my own hours and I’m super ambitious so can be 7 days a week or it can be just a few hours a day. I always make sure to interact with all my followers and fans so that I can get to know them. I’ll then attend photoshoots, events for press, interviews and meetings. However, a major advantage of my job is that I can choose what I go to and when I work. If I don’t want to work for a whole week and just lay on the beach in one of my villas, I will.
Hayley Hasselhoff (82.1k followers): I am 24/7 on call and on email. Juggling multiple jobs at once you always have to be available and ready to hop on a plane when needed.
What do fashion influencers do in a day?
Anisa Sojka (52.2k followers): This really varies from day to day. I usually start the day with responding to emails. There could be a brand breakfast, lunch or a coffee meeting. Meetings are either to introduce me to a new launch, to discuss potential collaboration opportunities or to simply build a relationship with the brand. There are also brand press days or events during the day. A brand dinner, launch or party in the evening. Shoots. Post office pick ups, sample returns. Admin – invoicing, overseeing contracts, editing. Routine bores me though, so I love that it’s different from day to day.
Georgia Meramo (21.4k followers): Honestly there are no two days the same. If I’m working from home, I get up, get ready and potter about. I often work from coffee shops if it’s just an admin day, or potentially head out and shoot with a friend. I also spend a lot of time as a freelance photographer and creative assistant. I work with a few ‘bigger bloggers’ for want of a better word, helping them to create content so those days I’m up and out shooting and will likely spend the rest of the day editing at my desk.
Louise O’Reilly @stylemecurvy (97.6k followers): It could be a 4am in the morning start to get to the airport then when you arrive at a specific country you would get straight into creating content for a few hours or go straight to a work event. Some days I’m trying to cram 8 meetings into a day. There are lots of 18 hour days you sometimes don’t anticipate but when you love what you do you just go with the flow of it really.
Natasha Grano (1.2m followers): A day in the life of Natasha Grano is pretty fun actually! I have a show on my IGTV that is all about this. First of all, I have cuddles with my baby, as I am a mummy first and foremost. Then I have meetings with my assistant, agent, intern. During the afternoon I’m usually at press days for luxury brands, doing a photo shoot or being interviewed for a magazine or show. In the evenings during the week, I have fun events for the likes of Dior, or huge charity gala dinners with A-Listers and inspirational individuals. These are my fav kind of days, as I get to have brands like Balmain Hair Couture at my house doing my hair, whilst I stuff my face with my favourite truffles. LOL!
Hayley Hasselhoff (82.1k followers): This past month I’ve lived throughout hotels. Taking me to a different city every couple of days. On days when I go to set for work, I’ll wake up around two hours before my call time, have a coffee over checking my emails, prep my set bag and I am on my way. My evenings are filled with computer work and making sure I don’t fall behind. My phone is not just an accessory as so much so my assistant I fall back on.
How often do fashion influencers post?
Anisa Sojka (52.2k followers): I try and post on my main feed once a day but this only works if I have enough content stocked up. If I don’t have enough to post once a day, I aim for every other day. With stories it’s usually several times a day, depending on what you’re doing and what you think is an interesting or fun share.
Georgia Meramo (21.4k followers): I post stories every day, sometimes just aimlessly chatting about something I’ve just bought or found. I probably drive people mad! Feed wise I aim for every day but 5 times a week is a good week for me.
Natasha Grano (1.2m followers): When I first started out I posted three times a day, but now that I have more followers I don’t like to overfeed them. So, now I post once a day and upload more stories.
Hayley Hasselhoff (82.1k followers): I would say I post every two days. But with certain social media contracts I could have to post multiple times in a week which then can overlap with your personal posts.
Do they ever compare yourself to other influencers?
Anisa Sojka (52.2k followers): Yes! And it can be exhausting. You’re constantly comparing yourself to other influencers, which isn’t healthy. Always thinking I could be doing more, why haven’t I achieved this yet. But I think it’s important to go at your own pace and just do the best you can, remember to enjoy the ride!
Georgia Meramo (21.4k followers): It’s really hard not to! Especially as I work so closely with other girls. Seeing what they earn and campaigns they’re getting can make you feel less ‘worthy’ I suppose? Most of my friends also have a bigger following than me, and it can be hard not being invited to the same events or being offered the same campaigns when you work just as hard, but with that said, it’s also really empowering knowing I’m part of an industry where women are key and are earning lots of money!
Louise O’Reilly @stylemecurvy (97.6k followers): No never. Comparison is the thief of joy.
Natasha Grano (1.2m followers): I never compare, as I am true to my authentic self and I believe that we are all completely different. I follow many influencers; some are now friends whilst others are A-List celebrities. I admire everybody’s pages and try not to compare at any cost, as everybody has a different story, path and end goal.
Hayley Hasselhoff (82.1k followers): NEVER – I truly believe we all have a platform for a reason. I strive to be unique and stay true to myself.
What do fashion influencers do with clothes they no longer wear?
Anisa Sojka (52.2k followers): I either give it to charity, to my friends or I sell the more valuable items. Currently I have them for sale on Detoxed.
Georgia Meramo (21.4k followers): My local charity shops love me! I also have a few friends who come and dig through them periodically. I think I’ve single handily dressed one of my school friends for about three years! I also sell certain items on Depop or similar from time to time.
Louise O’Reilly @stylemecurvy (97.6k followers): There are set charities I’ve donated my pieces to for years. Mainly homeless related charities and specifically, Women’s Aid which is an incredible charity helping women and children in domestic violent situations. For example certain pieces are sent to women’s refuge shelters and the rest are sent to their stores to raise funds for the charity itself.
Natasha Grano (1.2m followers): I like to give them to my sisters, friends, charity or any person I work with who says they like an item of clothing I’ve worn. I’m a real philanthropist and love giving back to the world. So, if you’re reading this and like any of the pieces on my page please send me an Instagram DM. If I still have the item, it would be an honour to give it away to a fan.
Hayley Hasselhoff (82.1k followers): I donate my clothes I no longer wear, but to be honest every time I clean house my friends always ask for first dibs. I always feel a huge sentimental value towards my clothing- as if they’ve helped me through a specific time in my life. It is nice to pass them along and see someone enjoy them as much as I did.
Do fashion influencers rewear/repost outfits?
Anisa Sojka (52.2k followers): Yeah, I do. For example, I’ll style a dress differently and shoot it in another location so it’s a completely different vibe. Or I’ll re-style bits to create a whole new look. It’s important to show that you can really transform a look and you don’t always need new things to feel good in what you’re wearing.
Georgia Meramo (21.4k followers): I definitely repeat outfits, I’m nowhere near a stage of buying things to wear once, nor would I want to! I hate being wasteful and definitely talk about versatility where I can.
Louise O’Reilly @stylemecurvy (97.6k followers): It depends on the topic, sometimes if a particular item was really popular at the time and sold out quickly that people really wanted to purchase I’ll highlight it if it came back into stock.
Natasha Grano (1.2m followers): If an outfit had an incredible response the first time around, I will sometimes repost it months later. My most successful photo on Instagram is where I’m holding my son and wearing gingham.
Anisa Sojka (52.2k followers): Create your own vision. There are so many accounts that look the same, it’s important to stand out in the only way you can, which is being you and only you.
Georgia Meramo (21.4k followers): Find a niche, and post what you’d like to see from others. I think I found it really difficult at first, often caving to what ‘does well’ online or joining in trends that weren’t very me but the reality is, I like minimal fashion and talk about death metal and my puppy a lot. There’s someone for everyone at the end of the day! Finally, don’t ever start for the ‘money’ or ‘free things’ as it’s always obvious who’s not authentic!
Louise O’Reilly @stylemecurvy (97.6k followers): Get involved in the blogger community. I’ve met some of the most incredibly supportive people in this industry and while some argue blogging is becoming a flooded market, I feel in you’re really passionate about what you do with genuine integrity to your content you will find a space and a platform where your voice can thrive, there are bloggers of all levels of following which have great support systems for one another. Similarly it would be good to note that blogging isn’t age specific, there’s been a number of age 50+ bloggers creating brilliant inspiring content and creating a voice for women just like them with similar interests. There’s space for everyone!
Natasha Grano (1.2m followers): I love this question as there are so many tips I can give. My main tip would be this: your content needs to be incredibly clear. There can be nothing in the background distracting from the product you are promoting. A messy room is a no go, but standing on some scenic steps is a yes. You want to create an aesthetically appealing feed, so know the colour themes and angle you are going for before starting. Also, remember to put content that is relevant to you and your niche in your stories to engage followers and show your character. My final tip is never forget to hashtag, putting them in the comment below as you can write up to 30 vital hashtags. Choose hashtags that don’t have millions of posts, as it is relative to how many likes you get. For example, I will choose hashtags that have one to three million posts due to my interaction. However, if you only get 5,000 likes per post, choose a hashtag that will lead you to become the top post in these hashtag. Good luck budding influencers!
Hayley Hasselhoff (82.1k followers): Stay true to who you are. A following will only grow from authenticity. Stand up for your voice and own your place in it. Beauty comes from being unique, Strength comes from allowing yourself to grow and being you is power.