A Cool Brand Expert Shares Her Style Rules
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Ask yourself what style means to you. For me, it’s always been a form of storytelling for me. Even before I worked in fashion, I was fascinated by how visuals shape perception. I spent six years in global advertising before moving into the fashion industry, so I’ve always had a natural eye for detail, composition and visual branding. Style became the most personal way to express that.
Find your three words. Minimal, elevated, effortless – that’s how I’d define my personal style. It’s a blend of Scandinavian minimalism and feminine elegance. Scandi style taught me the power of simplicity and clean lines, while my Polish background gave me a love for femininity and subtle sophistication. That cultural mix shaped my approach: a neutral base, timeless tailoring and just enough detail to make it feel personal.
Take inspiration from your own life. For example, working in fashion definitely influences how I dress. As head of brand at NA-KD, I had to balance creativity with strategy, and that mindset spills over into my own wardrobe. I want to feel aspirational but approachable, stylish but not overly polished. Fashion is an extension of personal branding – and working around so many creative women helps me feel inspired.
Know how to work with trends. I follow them but I always start from a timeless base. I love fashion and don’t shy away from what’s cool but I incorporate trends carefully: the shape of a bag, a shoe detail or a seasonal colour. That way, I stay true to my identity while still keeping things fresh. I’ll often play with accessories too – maybe a new belt shape, an on-trend bag or a pair of unexpected shoes. I enjoy experimenting but I always filter trends through my personal lens.
Build the foundations. Tailoring is the foundation of my wardrobe – think oversized blazers, wide-leg trousers, perfect denim and cashmere knits. I also love leather – whether it’s a jacket, skirt, or trousers – as it always adds edge. Structured bags are essential but shoes come first for me. Even the simplest outfit comes to life with the right shoe or sunglasses. As for jewellery, I focus mostly on earrings and rings rather than necklaces. I always focus on investing in those finishing touches – they’re what give my style its edge.
Start with a consistent colour palette – neutrals, clean lines and versatile fabrics that work all year round. Once that base is in place, you can add a standout coat or accessory without losing cohesion. Consistency in silhouette and colour makes dressing effortless. Cohesion comes from consistency – but leave room to grow. Neutral tones, familiar silhouettes, and versatile pieces make mixing and matching easy. That said, I’ve started playing with more colour recently, and I’m excited to see how my style continues to evolve.
Find the right balance. For me, the definition of effortless style is wide-leg trousers with a tank, an oversized blazer on top and a sculptural bag or sharp flats to pull it all together. That’s my go-to formula. The key to elevating basics is texture and proportion – think a structured blazer over soft denim, or sculptural earrings paired with a minimal look. The right contrast is what results in relaxed sophistication. Monochrome looks always feel polished – especially in head-to-toe neutrals. Then I mix textures: wool over silk, denim with leather. That combination gives any outfit an effortless, elevated edge.
Buy from brands that balance function and form. ARKET, COS, TOTEME, The Frankie Shop, and Henne are staples for me. For investment pieces, I love Magda Butrym, Loewe, and Khaite. For basics, you can’t go wrong with Skims.
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Invest in high-impact categories. Bags, shoes and outerwear elevate everything else. Favourites currently include a TOTEME bucket bag in orange which is perfectly for early fall styling, and Magda Butrym's trapeze bag for more elevated occasion. I love classic Margiela ballerinas and I'm still wearing the Miu Miu black slippers I wore in summer. I also can't wait to wear my Miista boots again this fall. For trend-led or seasonal pieces, I’m happy to explore high-street options – as long as the quality is there.
Experiment with details. I like to tap into trends with smaller accessories like belts and sunglasses. This season I'm having fun with Dalmatian and deer print belts, NA-KD has great options. When it comes to sunglasses, CHIMI has great designs and is still quite affordable. Currently my favourite is a 1970s-inspired shape. I love the classic Saint Laurent SL 557, but also more edgy designs like the Balenciaga BB0253.
Have patience with pre loved. Pre-owned platforms are also a go-to for more unique finds. Vestiaire Collective is always reliable. The last things I bought were burgundy Celine leather pumps and vintage zebra hairy heels. I’ve also found great pieces on Vinted and from local boutiques while travelling. Most recently, I picked up some vintage point-toe shoes at a London flea market. I love the thrill of the hunt.
Lean into what feels right. I love to collect leather jackets in different colours. My favourites are from Remain, Ducie London, Séfr, Bondi and some of the amazing vintage pieces I've picked up over time.
Look to real people, content creators and global trends. I’m inspired by runway detail shots, street style during fashion weeks and the way women I follow online dress day-to-day. Travel is also key – people-watching in cities like Milan or Copenhagen gives me so many ideas. I admire women who keep it clean, confident and cool. Rosie Huntington-Whiteley for her feminine minimalism, Giorgia Tordini for her refined Italian style and Zoë Kravitz for her cool edge.
Let your style evolve with your life. Mine has evolved with motherhood – but I haven’t lost myself. I’m a new mum, so comfort is more important than ever. Still, I want to feel cool and stylish – not just practical. Even on maternity leave, I still wat my outfits to feel intentional and polished. I’ve learnt that fashion has to work for your life – and adapt to the occasion. In work settings, I lean on tailored pieces like leather trousers or oversized blazers. For casual days, it's denim and great knitwear under a sharp coat. For evenings, I’ll add one elevated item — whether it’s heels, a statement coat, or a bold bag.
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