A curated edit of what to buy and why. The why being the key element here. Know more, shop less. 

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The what, the who, the why and the how:

Hi, my name is Alison. I used to work in fashion but now I just care about how clothes make me feel. 

You might know me from TikTok or potentially Instagram. I’m a Content Creator (I guess I’m an influencer but more on that another time) but I’m also a Creative Director working in the beauty industry in London. My background is in fashion design, specifically knitwear design. I grew up in Australia and my parents both grew up on sheep farms - in case you wondered how one might become interested in such a seemingly niche section of design. 

A huge portion of my career has been in making content and when TikTok rolled in I was out of my depth for the first time since Snapchat seemingly sprung up from nowhere one fashion week. I guess I learn by doing because within 30 days I had 10,000 followers and 1 year in I was averaging 1.9 million eyeballs every month. That’s more sets of eyes than have ever seen some of the TV ads I’ve made for established brands.

So why now a substack? Clutter to capsule started as a content series on TikTok when I started clearing out my closet. It quickly became my most engaged with content and I was consistently asked to share my favourite pieces - my ‘staples’ if you will. However video just didn’t feel right for this - clothing is complicated, it’s personal and also it’s just hard to share recommendations or links that way.

I care about make, quality and longevity of the items of clothing we let into our lives but mainly I just care about how you feel in it.