A woman with blonde hair and glasses smiling at a yellow laptop, sitting at a wooden desk with a notebook and a mug.

Hi, I’m Alice, of Swish Alice!

I’m Alice, founder of Swish Alice, personal stylist and passionate advocate for a more thoughtful approach to fashion. I’ve spent my career working with clothes and the women who wear them — from the world of fashion and visual merchandising to helping hundreds of women rediscover their own personal style.

Because great style isn't about following trends. It's about understanding who you are, how you live and creating a wardrobe that makes you feel like you.

The word 'Alice' written in cursive, dark red font.
  • A woman in a pink top stands in a boutique clothing store with floral decor and colorful dresses hanging on racks.

    01 | My Fashion Background

    It Started With Fashion

    My fashion career began with brands including French Connection and Zara before I joined Ralph Lauren, working across London and Europe in visual merchandising and styling.

    Those years taught me about colour, proportion, styling and the transformative power of clothes — but also that looking good is only part of the story. The best clothes are the ones that make you feel good too.

  • Woman standing in a boutique surrounded by colorful clothing and flowers, with a pink and beige color scheme.

    02 | My Own Style Reset

    Then Life Changed

    Like so many women, there came a point when I found myself standing in front of a wardrobe full of clothes and still feeling as though I had nothing to wear.

    My life had evolved, but my wardrobe hadn't. I'd lost that connection with my own style — and I now know just how common that feeling is.

    That experience led me to retrain as a Personal Stylist and, ultimately, create Swish Alice.

  • A woman in a pink shirt standing inside a boutique clothing store with colorful garments hanging on racks in the background and a pink vase with flowers on a table.

    03 | My Experience

    Helping Women Find Their Style

    Since then, I've helped hundreds of women understand what really works for them, through colour and style discovery, wardrobe edits and personal shopping.

    And while every woman and every wardrobe is different, the goal is always the same: to make getting dressed feel easier, more enjoyable and more instinctively you.

  • Woman standing in a boutique or clothing store, with a pink and purple color scheme, surrounded by clothing racks and decorative plants.

    04 | My Philosophy

    More Style. Not More Clothes.

    I don't believe a beautiful wardrobe is built by constantly buying more.

    It comes from understanding yourself, making more of what you already own and choosing new pieces with intention.

    Your wardrobe should evolve as you do — reflecting the woman you are today rather than the woman you were five, ten or twenty years ago.

  • Woman standing in a boutique clothing store with colorful clothes on racks and a pink vase with flowers on a pink table.

    05 | Why Swish

    Beautiful Clothes Should Keep Moving

    Swish Alice brings together expert personal styling with a more circular approach to fashion.

    It's about thoughtfully curating rather than constantly replacing. Rediscovering forgotten favourites. Buying better when something is genuinely missing. And allowing beautiful clothes you've finished with to continue their story elsewhere.

    Less waste. More wear. Better wardrobes.

The Next Chapter of Swish

Many of you will have joined me on my last circular fashion adventure, The Swish Shop — a space where I curated beautiful pre-loved pieces and helped them find their next wardrobe. It taught me that there’s a real appetite for a more refined, stylist-led way to shop pre-loved. And while The Swish Shop may have closed its doors, the idea behind it never really went away.

Something new is taking shape. Watch this space!