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           ![A Cool Brand Owner Shares Her Style Rules](https://media.sheerluxe.com/2WtAb1RKeIdMxR0eiyUHrmz5724=/500x221/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2025%2F06%2Fstyle-rules-landscape.png?itok=zzLU-FJY) 

  

 

 



 

 [Interviews](/fashion/interviews)

 /  19 June 2025  

#  A Cool Brand Owner Shares Her Style Rules  


Stylist-turned-founder Anita Patrickson’s conscious accessories brand, AMANU, is rooted in resourcefulness, simplicity and a deep respect for tradition. Here, she shares the style rules she lives by – from shopping with intention to knowing when to let go.  


ByElaine Loyd-Jones

 

[ Save To My Favourites ](/user/login?destination=/markdownify/node/47179)

 

 

 

 

  Images: @AnitaPatrickson; Amanu 

 

 

 

All products on this page have been selected by our editorial team, however we may make commission on some products.

 

 

 

 [ ![](https://media.sheerluxe.com/2zDDeGdjQGvWOTeAHsebTXtzhUA=/800x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2025%2F06%2Fsl-style-rules.jpg?itok=oGoDtSUy)

 

 ](http://instagram.com/anitapatrickson/?hl=en) 

 @AnitaPatrickson 

 



 

 

 

 

 

**Start with art, not fashion**. I was never really a fashion girl. I loved art and journalism and just fell into fashion through an assistant job at [Condé Nast.](https://www.condenast.com/) Suddenly, I was unboxing [Rodarte](https://shoprodarte.com/) and [Dior](https://www.dior.com/) pieces that had been flown in from Paris, and it opened my eyes to the world of craftsmanship.

**Your first fashion memory matters.** My cousin took me shopping at [Harrods](https://click.linksynergy.com/deeplink?id=PttSeJVndC8&mid=36666&murl=https%3A%2F%2Fwww.harrods.com%2Fen-gb) when I was 17. She convinced me to buy a pair of silver and white [Gucci](https://click.linksynergy.com/deeplink?id=etT1jgERWYw&mid=37933&murl=https%3A%2F%2Fwww.gucci.com%2Fuk%2Fen_gb%2F) slides with a metal panel that made my feet bleed – but I wore them to death. Maybe that’s where my obsession with sandals and hardware started.

**Style should be meaningful.** [AMANU](https://amanustudio.com/?srsltid=AfmBOooQvDyDRWt081RXBG74FKiKqwJJSXXK00Mysi2QPMJ7L5JBJO0r) launched in 2017 because I wanted to create something that lasted longer than red-carpet looks. I had a sandal made for me in Capri and became obsessed with the handmade process. I wanted to build something that honoured that ritual and made people rethink how they consume.

 

 TIMELESS, COMFORTABLE AND MINIMAL is how I define my own style. If I can’t MOVE, DANCE OR LIVE IN IT, I won’t wear it.  
 

 



 

 

 [ ![](https://media.sheerluxe.com/qqVvib0oUgtcD2OkKyS-pfOuPq0=/800x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2025%2F06%2Fsl-style-rules-small-landscape.jpg?itok=ZGvenIOt)

 

 ](https://www.instagram.com/anitapatrickson/?hl=en) 

 @AnitaPatrickson 

 



 

 

 

 

 

 

**Every sandal tells a story.** From handcrafting sandals in-store to launching a factory in Cape Town and collaborating with artisans in Kibera, [AMANU](https://amanustudio.com/?srsltid=AfmBOorZEvkgamkAconfIpOwYGWSVY28y_rMQ41tgq__HZsoIodfl_ZV) is deeply rooted in the community. Creating something with purpose and bringing jobs home has been the highlight of my career.

**Your style should feel like you, so dress for yourself.** My advice is to wear what makes you feel confident. If an outfit’s ruining your night, it’s the wrong one. Timeless, comfortable and minimal is how I define my own style. If I can’t move, dance or live in it, I won’t wear it. I’d rather invest in quality and re-home pieces later via platforms like [The RealReal](https://www.therealreal.com/). It feels more circular and intentional. If you’re feeling stuck, declutter. My remedy for a style rut is equal parts practical and refreshing – sell ten pieces you never wear and buy two you absolutely love. Fewer clothes means better clarity.

**Listen to those closest to you.** My mum wasn’t into trends but she had great taste – practical, earthy, artistic. Growing up in Africa really shaped my aesthetic. There’s a quiet beauty and grounded sense of proportion that’s just in you when you grow up there. Great style is about owning what works for you. You shouldn’t need to reinvent the wheel every season. Comfort is key – but that doesn’t have to mean sloppy. Clothes should elevate how you feel, not restrict it.

**Take inspiration from the everyday.** Nature, Africa, my incredible friends... I also still style myself like I did my clients – I think about the setting and build a persona for the evening. It makes dressing up feel more intentional.

 

 

 

 [ ![](https://media.sheerluxe.com/IJQOLdeaSbuYo6y07BVJzgt3krA=/1920x0/smart/filters:no_upscale()/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2025%2F06%2Fsl-190625-a-cool-brand-owner-shares-her-style-rules-landscape-main.jpg?itok=1sdzEwZ0)

 

 ](https://amanustudio.com/) 

 

 

 

 

 

 

 Great style is about OWNING WHAT WORKS FOR YOU. You shouldn’t need to REINVENT THE WHEEL every season.  
 

 



 

 

**Always dress for the occasion**. For dinners, I start with the top half – earrings and neckline first. For parties, I think about the venue vibe. Each look should feel like every piece is going to the same party.

**Know your brands.** When it comes to summer favourites and wish list brands, I love the ones that marry comfort with elegance – think [Chloé](https://click.linksynergy.com/deeplink?id=etT1jgERWYw&mid=46111&murl=https%3A%2F%2Fwww.chloe.com%2F), [Posse](https://possethelabel.com/?srsltid=AfmBOopDfFgBSB_54Vu4_GlL8c0w4dzSS4P-OD990uUUFSgIlH5l_QSv), [Alemais](https://alemais.com/), [Matteau](https://matteau-store.com/), [Christopher Esber](https://christopheresber.com.au/), and of course, [AMANU](https://amanustudio.com/?srsltid=AfmBOorZEvkgamkAconfIpOwYGWSVY28y_rMQ41tgq__HZsoIodfl_ZV).

**Cast the net wide when you’re shopping.** [Moda Operandi](https://www.dpbolvw.net/click-2310238-14321425?url=https%3A%2F%2Fwww.modaoperandi.com%2F%3Fsrsltid%3DAfmBOopcE2Y3y6ZgrdDrygrkxUdVtoZTlQeLXnJu_93vLYJQto3XFCkv) is brilliant for discovering new designers. I love to find and support independent boutiques when I’m travelling – it’s so personal. [Printemps](https://www.printemps.com/uk/en) in New York is also amazing.

**Always keep an eye out for lesser known brands**… [Temily](https://temily.com/) is great for fun silhouettes, [Attersee](https://shopattersee.com/?srsltid=AfmBOooC3jVpDjQ7qKOsty2pKoDrDPL_koLCiFu25emEbhUo0FYzFBeI) for refined basics and [Anemos](https://www.anemoslosangeles.com/?srsltid=AfmBOorRNYxs7o2I8InWxnjSP2UKNjDzy3lF93tpMs-U9Ggy17i6Do4G) for affordable summer pieces.

*Follow* [@ANITAPATRICKSON](https://www.instagram.com/anitapatrickson/?hl=en)

 

 

 

 

---

 

## SHOP THE PRODUCT EDIT 



 

 

 

 ![The Cable Polo from FRAME](https://media.sheerluxe.com/snfOtuDNbi5dQN_UANrERO5eSak=/800x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2025%2F06%2Fframe-store-cable-polo.jpg?itok=evbmXNW_)

 

 

 

[#### The Cable Polo](https://frame-store.com/en-gb/products/the-cable-polo-burgundy-multi)

##### FRAME, 



£580

 

[ Flag this item ](/user/login?destination=/markdownify/node/47179 "Add product to my favourites")

 

 

 

 

 ![Madagascar Mini Croc Effect Leather Tote from AMANU](https://media.sheerluxe.com/IszAhKjXbEXXpsLIpNsHzGHHcvE=/800x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2025%2F06%2Famanu-madagascar-mini-croc-bag.jpg?itok=A6kI_Bk3)

 

 

 

[#### Madagascar Mini Croc Effect Leather Tote](https://click.linksynergy.com/deeplink?id=etT1jgERWYw&mid=24448&murl=https%3A//www.net-a-porter.com/en-gb/shop/product/amanu/bags/mini-bags/madagascar-mini-croc-effect-leather-tote/1647597358835557)

##### AMANU, 



£808

 

[ Flag this item ](/user/login?destination=/markdownify/node/47179 "Add product to my favourites")

 

 

 

 ![Bunga Crocheted Cotton Pants & Top Set from Akoia Swim](https://media.sheerluxe.com/oMn5N7WYAxuXG1ZrCM82xszErgg=/800x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2025%2F06%2Fakoia-swim-bunga-crocheted-cotton-pants-and-top-set.jpg?itok=1AjCnHMU)

 

 

 

[#### Bunga Crocheted Cotton Pants &amp; Top Set](https://www.dpbolvw.net/click-2310238-14321425?url=https%3A//www.modaoperandi.com/women/p/akoia-swim/bunga-pants-and-top/520992)

##### Akoia Swim, 



£234

 

[ Flag this item ](/user/login?destination=/markdownify/node/47179 "Add product to my favourites")

 

 

 

 ![Standard Tee from COTTON CITIZEN](https://media.sheerluxe.com/_6YcJRReQGX6O_AMskUwE_g5FG8=/800x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2025%2F06%2Fcotton-citizen-t-shirt.jpg?itok=Rbt6G7fP)

 

 

 

[#### Standard Tee](https://artisandeluxe.com/collections/womens-new-product/products/w11361w)

##### COTTON CITIZEN, 



£61

 

[ Flag this item ](/user/login?destination=/markdownify/node/47179 "Add product to my favourites")

 

 

 

 ![Luna Frayed High-Rise Barrel-Leg Jeans from AGOLDE](https://media.sheerluxe.com/ZjmoggBw4hA70eiyCUf9yDcKwi8=/800x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2025%2F06%2Fnet-agolde-luna-jeans.jpg?itok=FcFIGGLK)

 

 

 

[#### Luna Frayed High-Rise Barrel-Leg Jeans](https://click.linksynergy.com/deeplink?id=etT1jgERWYw&mid=24448&murl=https%3A//www.net-a-porter.com/en-gb/shop/product/agolde/clothing/wide-leg/luna-frayed-high-rise-barrel-leg-jeans/46376663162898690)

##### AGOLDE, 



£330

 

[ Flag this item ](/user/login?destination=/markdownify/node/47179 "Add product to my favourites")

 

 

 

 

 



 

 

 

 ![Matilda Linen Vest from Posse](https://media.sheerluxe.com/3S4IBxd0SKOVsbODIcP0BrITXpQ=/600x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2025%2F06%2Fposse-matilda-linen-vest.jpg?itok=KhT-6JJV)

 

 

 

[#### Matilda Linen Vest](https://click.linksynergy.com/deeplink?id=etT1jgERWYw&mid=35663&murl=https%3A//www.mytheresa.com/gb/en/women/posse-matilda-linen-vest-red-p01041057)

##### Posse, 



£260

 

[ Flag this item ](/user/login?destination=/markdownify/node/47179 "Add product to my favourites")

 

 

 

 ![Groovy Italian Chain Initial Necklace from Adina Reyter](https://media.sheerluxe.com/ANHsIuGvNEk0RZylYFJxNfw0rPk=/600x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2025%2F06%2Fn124397eea572-1392-48ff-b996-824ded39b605.jpg?itok=gw9mjFTp)

 

 

 

[#### Groovy Italian Chain Initial Necklace](https://adinareyter.com/products/5-3mm-groovy-italian-chain-initial-necklace)

##### Adina Reyter, 



$3,996

 

[ Flag this item ](/user/login?destination=/markdownify/node/47179 "Add product to my favourites")

 

 

 

 ![The Santha Sequined Embellished Dress from Brandon Maxwell](https://media.sheerluxe.com/D_PG9EULpm31Dji6ZOF2sjlbs3I=/600x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2025%2F06%2Fbrandon-maxwell-the-santha-sequined-embellished-dress.jpg?itok=mEH4Vqb5)

 

 

 

[#### The Santha Sequined Embellished Dress](https://www.kqzyfj.com/click-2310238-14321425?url=https%3A//www.modaoperandi.com/women/p/brandon-maxwell/the-santha-deep-v-slvls-dress-w-twist-draped-wais/664986)

##### Brandon Maxwell, 



£2,150 *(was £3,582)*

 

[ Flag this item ](/user/login?destination=/markdownify/node/47179 "Add product to my favourites")

 

 

 

 ![The Cable Shorts from Frame](https://media.sheerluxe.com/HZkG6-Mx8FmvXWfp5hC1qrBhdhw=/600x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2025%2F06%2Fframe-store-cable-shorts.jpg?itok=hL-cuQUz)

 

 

 

[#### The Cable Shorts](https://frame-store.com/en-gb/products/the-cable-shorts-burgundy-multi)

##### Frame, 



£415

 

[ Flag this item ](/user/login?destination=/markdownify/node/47179 "Add product to my favourites")

 

 

 

 



 

 

 

 ![Cato Double Face Crepe Long Dress from Khaite](https://media.sheerluxe.com/CSMXIcWyzGX45nyYffmLZ-8D1eg=/800x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2025%2F06%2Fkahite-cato-draped-double-faced-crepe-maxi-dress.jpg?itok=3HIFyhEd)

 

 

 

[#### Cato Double Face Crepe Long Dress](https://www.tkqlhce.com/click-2310238-11554101?url=https%3A//www.luisaviaroma.com/en-gb/p/khaite/women/82I-X55014)

##### Khaite, 



£3,090

 

[ Flag this item ](/user/login?destination=/markdownify/node/47179 "Add product to my favourites")

 

 

 

 

 ![The Nakuru Leather Sandals from AMANU](https://media.sheerluxe.com/rxS225DJV6VHE97CY1SawqoE95w=/800x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2025%2F06%2Fnakuru-leather-sandals.jpg?itok=UmxWHvFE)

 

 

 

[#### The Nakuru Leather Sandals](https://www.kqzyfj.com/click-2310238-14321425?url=https%3A//www.modaoperandi.com/women/p/amanu-inc/style-7-the-nakuru/647344)

##### AMANU, 



£264

 

[ Flag this item ](/user/login?destination=/markdownify/node/47179 "Add product to my favourites")

 

 

 

 ![Aurelia Polka-Dot Shorts from Posse](https://media.sheerluxe.com/d8pIFSf5RlL52or3ah4JguVh77M=/800x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2025%2F06%2Flargeposse-white-aurelia-short.jpg?itok=LBwU_IP2)

 

 

 

[#### Aurelia Polka-Dot Shorts](https://click.linksynergy.com/deeplink?id=etT1jgERWYw&mid=35663&murl=https%3A//www.mytheresa.com/gb/en/women/posse-aurelia-polka-dot-shorts-multicoloured-p01041052)

##### Posse, 



£180

 

[ Flag this item ](/user/login?destination=/markdownify/node/47179 "Add product to my favourites")

 

 

 

 ![Tulip Dress from Anna October](https://media.sheerluxe.com/pTJ3RMBRm2skWn4jLNThEaPe4es=/800x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2025%2F06%2Fanna-october-tulip-satin-maxi-dress.jpg?itok=NIXxh1OR)

 

 

 

[#### Tulip Dress](https://annaoctober.com/products/tulip-dress-ss2302)

##### Anna October, 



£641

 

[ Flag this item ](/user/login?destination=/markdownify/node/47179 "Add product to my favourites")

 

 

 

 ![Lisa Knotted Cotton Poplin Shirt from Staud](https://media.sheerluxe.com/E9fq7HgMnarv_KMYCGFPqMyAosg=/800x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2025%2F06%2Fstaud-lisa-knotted-cotton-poplin-shirt.jpg?itok=l5-Cxz9z)

 

 

 

[#### Lisa Knotted Cotton Poplin Shirt](https://click.linksynergy.com/deeplink?id=etT1jgERWYw&mid=24448&murl=https%3A//www.net-a-porter.com/en-gb/shop/product/staud/clothing/blouses/lisa-knotted-cotton-poplin-shirt/1647597339353315)

##### Staud, 



£265

 

[ Flag this item ](/user/login?destination=/markdownify/node/47179 "Add product to my favourites")

 

 

 

 

 



 

 

 

 

  

## *more from*

### Fashion



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  ![The Round Up: Mongolian Coats](https://media.sheerluxe.com/tgJo1qF3T8eWwUkJPTrDSahpgG8=/200x267/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2025%2F12%2Fsl-site-assets-031225-thumb-mongolian-coats.jpg?itok=loRYau07)

  

 

 



 

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 [##  The Round Up: Mongolian Coats  


 

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  25 November 2025  

 [##  Everything You Need In Your Styling Kit For Event Season  


 

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  ![Priyanka Chopra Talks Style, Culture & Celebrating Diwali ](https://media.sheerluxe.com/C8ot6i0GjhdmNSFbIViOsxzWtxk=/200x267/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2025%2F10%2Fsl-site-assets-221025-thumb-priyanka-chopra-interview.jpg?itok=0OvK-eLY)

  

 

 



 

[Fashion](/fashion)

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  22 October 2025  

 [##  Priyanka Chopra Talks Style, Culture &amp; Celebrating Diwali  


 

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  ![7 Personal Stylists Fashion Insiders Rely On](https://media.sheerluxe.com/grwNBBP_REbgznomBZjLB2hgJrs=/200x267/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2025%2F10%2Fsl-email-171025-stylist-directory-3.jpg?itok=ifgW0pIi)

  

 

 



 

[Fashion](/fashion)

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  17 October 2025  

 [##  7 Personal Stylists Fashion Insiders Rely On  


 

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  ![Everything This Fashion Minimalist Has Her Eye On](https://media.sheerluxe.com/x4pr5vuw3-RhWGebGYFV78dp9zE=/200x267/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2025%2F10%2Fsl-site-assets-141025-thumb-sam-blush-wishlist.png?itok=UEaXZvA7)

  

 

 



 

[Fashion](/fashion)

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  14 October 2025  

 [##  Everything This Fashion Minimalist Has Her Eye On  


 

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  ![6 Cool Things Happening In The Fashion World Right Now](https://media.sheerluxe.com/GjMJ86FXB1WR5HfrpKAXLW__lgM=/200x267/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2025%2F10%2Fsl-site-assets-061025-thumb-fashion-news-1.jpg?itok=Tgj-TyuT)

  

 

 



 

[Fashion](/fashion)

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  06 October 2025  

 [##  6 Cool Things Happening In The Fashion World Right Now  


 

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  ![This Cult Brand Has Just Landed In Selfridges](https://media.sheerluxe.com/bOtdnZWO5cl9_AjzP5wZxaJ1GyQ=/200x267/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2025%2F10%2Fsl-site-assets-021025-thumb-veronica-beard-3.jpg?itok=Ic9nNVW-)

  

 

 



 

[Fashion](/fashion)

/

  02 October 2025  

 [##  This Cult Brand Has Just Landed In Selfridges  


 

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  ![Go Behind The Scenes At The Barbour LFW Pop-Up](https://media.sheerluxe.com/XYlWQbC2ICeUPpFqwyKwUXVi7dg=/200x267/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2025%2F09%2Fsl-site-assets-260925-thumb-hero-barbour-2.jpg?itok=gpIz9-5t)

  

 

 



 

[Fashion](/fashion)

/

  26 September 2025  

 [##  Go Behind The Scenes At The Barbour LFW Pop-Up  


 

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  ![The 16Arlington Founder Talks Vision, Brand Building & More](https://media.sheerluxe.com/iH81jcGm_zVsTo6xxk3NwyH6blA=/200x267/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2025%2F11%2Fsl-site-assets-051125-thumb-my-life-in-fashion-marco-capaldo.jpg?itok=Vh0BhvSl)

  

 

 



 

[Interviews](/fashion/interviews)

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  05 November 2025  

 [##  The 16Arlington Founder Talks Vision, Brand Building &amp; More  


 

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  ![My Life In Fashion: Gaurav Gupta](https://media.sheerluxe.com/PSRul75bW4O7SzN8PNywLnRRqX8=/200x267/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2025%2F10%2Fsl-site-assets-291025-thumb-my-life-in-fashion-gaurav-gupta.jpg?itok=DSY0ynxm)

  

 

 



 

[Interviews](/fashion/interviews)

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  29 October 2025  

 [##  My Life In Fashion: Gaurav Gupta  


 

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  ![My Life In Fashion: Olivier Rousteing](https://media.sheerluxe.com/kJ-g39fGOYZYkm8roIdrmYOzO0s=/200x267/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2025%2F10%2Fsl-site-assets-081025-thumb-olivier-rousteing.jpg?itok=euInFvCC)

  

 

 



 

[Interviews](/fashion/interviews)

/

  08 October 2025  

 [##  My Life In Fashion: Olivier Rousteing  


 

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[Interviews](/fashion/interviews)

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  03 October 2025  

 [##  A Cool Brand Expert Shares Her Style Rules  


 

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