London Fashion Week: meet the bloggers

We chat to the London’s top style bloggers about Fashion Week

Ahead of Fashion Week we caught up with some of the biggest names in blogging to get their take on London style, fashion tweeters and how to kick-start a successful blog.


Originally written anonymously, Sasha Wilkins came out as the stylish blogmistress behind LLG in 2010. While we may have been hooked by this lady’s personal account of living in New York City, her near daily posts on everything from fashion to food are just as engrossing now she’s back this side of the pond.

What or who inspired you to start your blog?

I moved to New York from London in January 2007. In my first week I received countless emails from friends and family all dying to hear my news. I like letter writing, but not that much, and I quickly worked out that the only way to keep on top of my correspondence was to cut and paste the same letter. Over the week I honed it to perfection, and was so pleased with the turn of phrase that I had developed that I decided to put the letter on the blog that I had started (and quickly abandoned back in Sept 2006). And so the idea of journal keeping from Manhattan was born.

What advice would you give to someone who wanted to start their own blog?

Whatever the content you decide on, make it something about which you are passionate. Blog once a day – to encourage people to return, and build an audience. Reach out to other blogs by reading their content and leaving pertinent comments to build your online community.

LLG originally followed your experiences as an English girl in New York City – what differences have you found between living in the two fashion capitals?

New York is as fast-paced as people think it is. Now that I’m based back in London, I’m still getting used to the idea that people here think 9.30am is a start time for a breakfast meeting and that lunch can take 2+hours. In Manhattan I often met people at 7.30 or 8am and lunch was an in and out in one hour. I also do not miss the insane dating rituals over there. (Although I do miss being asked out on dates by perfect strangers! New Yorkers have way more chutzpah.)

You write about a wide range of subjects - what does a day in the life of LLG entail?

I have readers in 140 or so countries and there is always someone awake and reading, so I am online every waking moment, whether at my desk or on a tablet or on a smartphone, dealing with the thousands of emails I get each week, blog comments or just plain writing and blogging. I attend a very small number of press days for product research (once a fashion editor, always a fashion editor), do a lot of breakfasts with publicists (but never lunch as it takes too long) and help out my sister who has MS. I also travel a lot: to attend fashion weeks, review hotels or write city guides for LLG.

Do you get to meet other bloggers often and which ones do you admire and follow?

There’s a core group that I met online back in 2007, in the days when style blogging was still a fairly small community, including Disneyrollergirl, Stylebubble, Kingdom of Style, The Coveted, but I‘m still meeting new bloggers all the time, especially through speaking at Evolving Influence, the blogging conference. Recently I met Andy from Style Scrapbook when we were at Stockholm Fashion Week, who is a sweetheart.

Which London Fashion Week shows are you most looking forward to for SS12 and why?

Jonathan Saunders was just jaw-droppingly good last season, so I can’t wait to see what he has up his sleeve for SS12. Erdem and Christopher Kane of course. I wear a lot of Osman and think he is set to really break into the public consciousness this season. Amongst the younger group, I really like jeweller Jordan Askill and I think J JS Lee’s tailoring in womenswear is standout brilliant. I’m looking forward to seeing what Felicity Brown does this season too.

Are you working on any projects for LFW you can tell us about?

Over London Fashion Week, I will be Tweeting exclusively at @MercedesLFW and blogging twice daily over at

Interviews by Julia Fernandez