Catwalk highlights from Paris Haute Couture Fashion Week 2014

Originally posted on MSN UK, July 2014


By rights, Conchita Wurst should have faded into obscurity by now, following in the footsteps of other Eurovision winners. However, the drag artist’s career just seems to be going from strength to strength as yesterday she turned catwalk model during Paris Haute Couture Fashion Week.

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Alexa Chung’s best ever outfits to celebrate her 30th birthday

As the style icon turns 30, let’s celebrate with a look back through her best ever looks

Originally posted on MSN UK, November 2014


Today (5 Nov) is Alexa Chung’s birthday which, in the fashion world, is a very good cause for celebration indeed. The woman practically invented the Peter Pan collar, after all.

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Special Project: ‘Style It Like Cheryl’ for L’Oreal Elvive Full Restore 5

Brief: To create a paid-for microsite within to promote the unveiling of Cheryl Cole as the new face of L’Oréal Elvive Full Restore 5 range in a credible, editorial manner

Execution: Working closely with’s Commercial department and the team at L’Oréal, I advised on and developed the editorial content of the microsite, ultimately creating the Style It Like Cheryl theme. The site’s tagline became “How to make her A-List look our own”, and followed Cheryl’s outfits over a nine-week period in the run-up to Christmas, refreshing every three weeks. Each outfit was broken down into five key style tips to reinforce the ‘five problems, one solution’ tagline, with every fifth tip relating to beauty and recommending a L’Oréal product. Users would then be able to shop the look via populated pages of product.

Results: Not only did the microsite generate increased rates of traffic to and impressive revenue, the client was also extremely satisfied with the project – so much so that they continued their commercial partnership with into 2010, and have invested in a similar microsite for this year’s festive period.

View the Style It Like Cheryl microsite here