Our beginnings

I used to struggle with finding clothes that suit my body. I would buy a dress that I loved (hypothetically), get home, try it on and realise that it doesn’t fall on my body even slightly how I imagined. In Spring of 2021, I stumbled across the world of what I call ‘personalised styling.’ This includes body types, essences, colour seasons and more. It was after my voyage to study abroad in Canada when I started sharing my discoveries on TikTok and found an incredible community of people who were as fascinated by these ideas as I was.

Our Mission:

I want to share my love for styling theories which helped me end the war with my wardrobe. We help women understand the relationship between their body and their clothes.

Every body is ‘good enough’

The thing that drew me to body types was the realisation that there are so many different versions of the female body, and there isn’t one that is better than the other. It was the first time such a notion had been introduced to me and I felt so validated. This is the most foundational principle of what we do: every woman’s body is unique, fascinating and welcome here.

Ellie-Jean Royden | Founder

I am involved at every stage of the process, from helping you find your body types, to researching outfits, to making content for social media.

I am in my heart a country girl. I grew up in Norfolk, England and it’s where I live now as my family is my top priority. Therefore, I understand how important it is to cultivate a style which facilitates working from home, running your household or raising your children.

I am a graduate in Comparative Literature from UCL, which absolutely plays a role in my love of analysis, whether it’s analysing a celebrity’s latest outfits or your style journey. I am a pop culture nerd as well as an avid reader, music lover and - of course - fashion enthusiast.

Quickfire: Soft Classic | Narrow + Medium + Round | Soft Summer | Ethereal + Ingenue + Classic | Flower x Mountain x Sun | ENFP

Meet the Team

  • Anji Royden

    OFFICE MANAGER

    Anji (or Moo to me) helps me create style files, answer your emails and provide me with outfit inspiration every morning because she is fabulous. She is no ordinary assistant - she is my amazing mum!