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In interview with Jo Elvin at the British Style Collective


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On the 8th of July, I spent my day running around the city of Liverpool, covering the first British Style Collective event.

The British Style Collective is newly rebranded fashion event brought to the UK by the same team who created The Clothes Show. It was promoted as a 'citywide takeover' with 4 venues across the city playing host to several large brands, offering complimentary makeovers, style solutions, and exceptional discount prices. 

The event was also host to several prestigious guest speakers, one of whom, I was particularly keen to speak to.

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Jo Elvin has to be one of my greatest career idols. The illustrious Editor-in-chief of Glamour UK, received her big break when she became editor of Sugar magazine at only 23 and has gone from strength to strength ever since with her impressive career touching all corners of the fashion world.

Ironically Elvin often goes against the trends, being a big advocate for dressing for oneself, encapturing a large following with the hashtag 'Clothes my husband hates'. 

So naturally I jumped at the chance to discuss all things fashion with one of the industry's top women:

What was your favourite part of British Style Collective?

There was a lot to love! I think my favourite things were meeting so many Glamour readers, everyone was so lovely and obviously knew Glamour really well, so that was really overwhelming and touching. Other highlights included hearing the stories of other people in the industry I really admire, like Henry Holland and Caryn Franklin.

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Do you feel like Liverpool is a fashion hub? 

A good friend of mine is a fashion lecturer at Liverpool John Moores University so I know first-hand that the city attracts an amazing amount of talented people studying there and looking to make their careers in fashion. What was clear from the British Style Collective is how much people in Liverpool absolutely love fashion. Everyone had really thought about what they were wearing and it was a joy to see so much individuality. 

You have 5 minutes to pick an outfit: what do you choose? 

Oh wow, five minutes? Whatever is ironed. My go-to outfits tend to revolve around a printed cropped trouser, a white shirt and blingy pair of flats, especially if I have no time to really think about it.

Does your husband really hate your clothes? 

Quite a lot of them, yes! But it’s not that he’s repulsed, he just thinks some of the more ‘out there’ fashionable things I own – crazy trousers, loud prints etc. – are hilarious.

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Who is your favourite designer?

It’s incredibly difficult to choose one. I think Donatella Versace is an inspiration and is having something of a personal ‘golden age’ at the moment. Miuccia Prada is always surprising and cutting-edge, and like most fashion people I know, I’m pretty obsessed with everything Gucci’s doing at the moment. Closer to home, I love wearing Preen and Christopher Kane. 

And your favourite fashion week?  

London Fashion Week usually feels like the most exciting, I think emerging designers get more visibility here than in other major fashion capitals.

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Would you say that print magazines are gravitating to digital editions?  

I don’t think the conversation is about ‘print or digital’. Glamour is a case in point where we are on and offline for our audience in many different ways and we care about all our platforms equally. Our print is a shop window, the crystallisation of the DNA with beautiful fashion shoots, in depth features etc. Our website is more responsive, more news-led. We want to do both and our audience wants us to, too.

What would you say to any young fashion journalists who want to pursue a career in magazines? 

Get internships wherever you can, even if it’s not your ‘dream’ magazine. All experience, even if it feels as though it’s not where you want to be, leads to knowledge and contacts. All experience, if you approach it with the right attitude, will be of value. 

You can buy the latest issue of Glamour nationwide or read online at

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