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Bio
It was The Chronicles of Narnia that first ignited my love of words.
I particularly adored The Magician's Nephew. I loved the idea of climbing into another world, although living in a 1980s house didn't lend itself very well to expansive attic spaces or cavernous antique wardrobes.
Speaking of wardrobes, I was as invested in their contents as the fantastical worlds to which they could provide time-travelling portals – specifically, fashion. In 2008, I completed my B.A. Hons in English Literature at the University of Warwick, having spent every university holiday nestled in the fashion cupboards of Vogue, the Guardian, Harper's Bazaar, WWD and Elle.
After starting my career in online journalism, I joined Net-a-Porter.com, where I ended up becoming Social Media Editor. In this newly created role, I travelled extensively, tweeted furiously, and spent an awful lot of time writing about beautiful clothes and beautiful people.
Afterwards, I stepped into the red-soled role of Social Media Editor at Christian Louboutin, where I grew the brand to one million Instagram followers, oversaw the designer's launch on Chinese social media, and accumulated some very lovely shoes that still occupy a disproportionately large part of my home.
I worked as Features Editor at MatchesFashion.com – a specially created, part-time (and quite frankly, dreamy) role that saw me commissioning some of my favourite writers, writing about style, culture and art, and interviewing people including Virgil Abloh, Flume, Lou Doillon and Wild Beasts.
In 2016, I set up my digital agency, The Fashion Digital, which I ran for four years. There, I grew my one-woman consultancy to a team of six with a roster of global clients including Amazon, H&M and
the British Fashion Council, and Roland Mouret. I provided comment for titles including Wall Street Journal, Vogue Business and WWD, sat on judging panels for Digiday and The Drum, and spoken at Pure London, Mastered Live, and more.
I also created and taught a social media course at Central Saint Martins. I was honoured in the BIMA Hot 100 2017 and named as a 'Power Pinner' by Pinterest, having accrued nearly 600k followers on the platform.
I returned to the world of freelance journalism, copywriting and consultancy in 2020, penning editorial features for the likes of Harper's Bazaar, ELLE, Who What Wear, and VICE, and developing content and strategy for some of my favourite brands, including Rixo, Heist and Google.
Today, I am Fashion Editor at Marie Claire UK and a freelance brand copywriter, editor and consultant for Net-a-Porter, Anya Hindmarch, and 7 For All Mankind, amongst others.
If you've read this far, thank you. The only things left to tell you is that I live with my partner Chris –and our cats, Fashion and Slash – in South London, and I really like marzipan fruits, vintage shopping, '60s girl bands and scouring the internet for scans of old FRUiTS magazines.
Photograph by Chris O'Donovan
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