In this episode of Style DNA I go on a style journey with Hannah Almassi, the Editor-in-Chief of Who What Wear UK. It’s a wonderful digital fashion, beauty and style platform which can take you down rabbit-holes of inspiration …

Hannah joined Who What Wear UK following a seven-year career at Grazia magazine, where she led front-of-book news, fashion features and shopping specials as fashion news and features editor. With experience in both print and digital across fashion and beauty, Hannah has over 18 years in the field as a journalist, editor, content strategist and brand consultant.

Her passion for fashion started very early, as a young child she would “edit” fashion catalogues, cutting them up and creating her own mini catalogues…proving that some things are just innate in us!

Hannah first got into fashion as she wanted to be part of the democratisation of fashion….in her words she wasn’t the “archetypal fashion girly, I am not tall, I do not come from a wealthy background, I am not slim …I felt like I had a responsibility to represent (me) and sometimes that’s hard because at times it would be easier to look great in a picture if I was 6ft tall but at 5’1” it’s definitely more challenging”…but how inspiring and refreshing.

We talk about how intimidating it can be to circulate within the fashion industry and the importance of remaining true to yourself rather than being too “influenced” by those around you. I ask her about wardrobe planning for those epic fashion week trips to the shows.

Of course I ask her about ageism in fashion … and her opinions on sustainability in an industry that is designed to encourage you to consume more…her answers are thoughtful, informed and those of a true industry insider delivered in a pragmatic, considered way.

Being the fashion insider and editor that she is I couldn’t help but ask her opinion on the top 3 trends from the Autumn/Winter 25 catwalks…

She is also happy to laugh about her own fashion mishaps along the way too…

Thank you @hannahalmassi for being such a great guest x

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