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Fashion Insider diary: Sarah Ashcroft

The Fashion Insider Diary: Sarah Ashcroft

Hello! Fashion's Lauren Ramsay caught up with the influencer and SLA The Label founder to soak up all her style secrets...

Lauren Ramsay
Online Writer
May 25, 2024
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In a digital world brimming with social media influencers, Sarah Ashcroft has ascended the ranks and reached top-flight 'cool-girl' status.

"I am in love with Hailey Bieber's style," she tells Hello! Fashion, which is hardly surprising given that her own wardrobe, along with the core aesthetics of her fashion brand, SLA The Label, harmonise with Hailey's style to a T.

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The London-based designer turned her one million following on Instagram into a multimillion-pound fashion label, carving out a niche as a cult favourite for elevated, sophisticated, yet playful outerwear.  Her designs boast glitzy embellishments, slinky silhouettes, and embrace the latest trends, from lace, to roses, to underwear as outerwear. 

Despite this, comfort remains at the heart of her ethos, evident in her day-to-day dress code. She describes her personal style as "easy and simple. I love the effortless vibe and comfort is always a factor for me. It’s also quite eclectic." The perfect outfit formula if you ask us.

Clearly, Sarah's sartorially savvy outfit formula is failproof, considering she balances life as a full-time content creator and as founder and CEO of a fashion label, yet still looks effortlessly glamorous on a day-to-day basis which is certainly no easy feet.

We went behind the scenes with Sarah, who shared a week's worth of outfits with us, all her fashion styling must-knows and what she does to "make it a lot easier to get dressed"...

Sarah Ashcroft's fashion diary:

A summer party

I love finding vintage pieces, this lace dress is actually archive Agent Provocateur. I love going for a bit of a “sex and the city” slip-dress vibe.

Sarah Ashcroft
Sarah Ashcroft

A day of meetings

I always go for an oversized blazer and jeans. I particularly love a vintage blazer as I think they have the best fit.

Drinks with the girls

Another oversized blazer moment but I love dressing it up with a pair of boots and doing a button up so it gives a blazer dress feel

Sarah Ashcroft
Sarah Ashcroft

A chic Sunday stroll

I love a comfy wide-leg co-ord as I think they are always so effortlessly chic. This one is from Zara.

An evening soiree

I will always reach for SLA sparkles in particular I love the Saffi Diamante top with the matching Nola Diamante leggings as it creates the perfect jumpsuit look and under the evening lights the sparkle is real!

Sarah Ashcroft

The Fashion Insider Low-Down:

What's your go-to outfit for a busy day of fashion events and meetings? How do you balance comfort and style?

It will normally be baggy jeans and a tee with a blazer or leather jacket paired with trainers for the day but will bring heels to switch into for an event and then might add some extra accessories.

What are your go-to brands?

I am forever a Zara girlie but I am also loving the things I find on Revolve at the moment. If I feel like a splurge then I love The Frankie Shop or Source Unknown.

Do you have any fashion icons or inspirations that influence your style choices? How do they inspire you?

I am in love with Hailey Bieber's style. It’s the definition of 'cool-girl' and I love how everything she wears looks so put together but also comfy.

Weekdays can be hectic. What's your weekday workwear wardrobe like, and how does it differ from your weekend attire?

Being totally honest, I live in leggings and an oversized sweatshirt most days as I go into the office, so I just want comfy. However, I think as the weather gets nicer, I might start putting a bit more effort into my office looks as the sunshine does make you want to dress up a bit more. On the weekend it depends on the plans, but I do love an excuse to dress up each weekend.

Accessories can make or break an outfit. What are your must-have accessories, and how do you use them to elevate your look?

I don’t actually wear too much jewellery but I always have in a pair of chunky gold earrings and a few gold rings.

In the fashion world, trends are constantly evolving. How do you stay up-to-date with the latest fashion trends, and do you incorporate them into your wardrobe?

I don’t really follow trends. I buy the odd thing here and there that is on trend for that season (normally influenced by an online Zara shop), but as I get older, I definitely care more about investing in timeless pieces that I know I will wear over and over again. Doing this also makes it a lot easier to get dressed.

Many people admire the way fashion insiders put together outfits effortlessly. Can you share some of your styling tips for mixing and matching pieces?

This goes with my answer above. Invest in timeless pieces that create a capsule wardrobe. When you have good basics for example a pair of jeans, the perfect oversized blazer, t-shirt/vests etc putting together an outfit will be a lot easier.

Fashion insiders often attend high-profile events and parties. What's your strategy for creating memorable looks for evening parties?

Sparkles! They inspire a lot of our designs at SLA The Label because I think when you are attending a special event you really want your outfit to stand out and there is nothing more beautiful especially at an evening event wearing something that twinkles under the lights.

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