Style Rules: Helen Moore
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I would describe my style as effortless, minimal and casual, with a bit of edge. I rarely wear print except for the classics such as a stripe or the occasional polka dot. I’m really not comfortable in lots of colour or prints so I keep it simple and polished. If I dress up in the evening, it’s always a monochrome look, heels (not too high) and a red lip.
My style has grown and evolved throughout the changing periods of my life. From being a single girl in fashion retail to a working mum and now beyond, it’s been a journey. I’ve always been drawn to simplistic, timeless style but I’ve dipped in and out of trends. When I was younger, I’d spend all my Saturday job money on the latest copy of Vogue and shopping the latest trends in Chelsea Girl & Topshop!
I still keep an eye on seasonal trends and get excited by the new season. However, I only add new pieces to my wardrobe if it fits in with my personal style and lifestyle. It’s nice to know what’s going on in fashion but I always stay true to my personal style and keep my capsule edit tight.
The three style rules I swear by are…The first and most important is to not try too hard. Often, style can feel forced or considered and I think that instantly makes something unstylish. Next, I always invest in timeless staples in neutrals – not only does this make styling easier but it also means that my pieces last season after season. Finally, don’t forget about accessories as they pull an outfit together and can bring it to life.
My wardrobe is edited and uncomplicated. I keep it versatile with wearable pieces that are interchangeable and easy to dress up or down depending on what I’m doing. I like to be able to get dressed effortlessly and be completely comfortable and the best version of myself.
Take your time and don’t rush when creating a capsule wardrobe. Always make it relevant for your personality and your lifestyle. Sometimes, people assume a capsule can be generic but I think it’s a very personal thing and not everyone’s capsule will be the same.
I still love opening the latest copy of Vogue. It might seem old-school but it’s something I really enjoy. I’m a very visual person so I’m constantly inspired by life and people, by Instagram and, of course, I love SheerLuxe! Pinterest is another constant source of inspiration.
I used to be the manager of an amazing independent boutique. When it sadly closed down, I was approached by a few customers to help them with their wardrobes. My sister suggested I start a fashion blog, which led to Instagram. In the beginning, it was all just for fun but now it’s become my main creative outlet.
It’s important that my content feels fresh and current. I love the challenge of coming up with new ideas and concepts. I’m naturally drawn to a simple aesthetic and I find something new everyday on Instagram that inspires me. There are so many incredibly stylish people that I follow like Sam Reid, Anouk Yve and Debora Rosa.
Instagram is not just for the young. Hopefully that stereotype is being left behind and people like myself can inspire all ages. I love creating content and I want to keep it authentic and relevant. But I’m also a perfectionist Virgo, who is very critical of what I do, so it takes up a lot of time!
I always use a mix of designers and high-street labels. However, right now I’m loving Totême, The Row, Khaite and Anine Bing. The timeless quality and the silhouettes of these brands speak for themselves. My favourite highstreet store is COS. Their pieces are classic but contemporary too and I love their interesting but minimal cuts.
Investing well always and buying quality pieces always pays off. I have a couple of investment pieces from Joseph that have stood the test of time, including a beautiful waterfall coat and a pair of leather trousers.
I make a shopping wish list at the start of each season and build from there. I tend to splash out on tailoring a great blazer or a pair of perfectly cut trousers can take a look to the next level. Layering is key for elevated style and a great way to bring in a mix of colours. This season, I’m loving the return to the 90s understated chic.
My style inspirations span all different eras. But I particularly love Audrey Hepburn and Lauren Bacall for their old school, chic and feminine style. My biggest inspiration was actually my first boss, June Daybell – everything I know about fashion and style I learnt from her.
Style shouldn’t change with age – there are no age style rules. Just stay true to yourself and wear what makes you feel the best version of yourself! Don’t let age knock your confidence either. Some of the most stylish women I know are older. Just because you hit 50 or beyond doesn’t mean that fashion and style are no longer relevant to you.
I’m on the most amazing career journey in my 60s. I hope I continue to be inspired by fashion and the people around me. I’m so flattered and grateful that people enjoy what I do. I have been presented with so many amazing new opportunities like this shoot!
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