If you follow Alexandra Fullerton on Instagram, you’ll know she could give Carrie Bradshaw a run for her money in the fashion stakes with her catchy hashtag #thedailyshoe designed to highlight her favourite heels, flats and everything in between. I’ve know Alex since her days at Stylist magazine and it has been amazing to watch her go from strength to strength by recently releasing her first book ‘How to dress’ and embracing her new role as Glamour magazine’s fashion director at large. Her book, which is beautifully illustrated by Bijou Karaman, is a must-read for anyone who struggles with the classic ‘I have nothing to wear’ feeling and finds fashion overwhelming. Alex reveals the answer is to find your own individual capsule wardrobe with plenty of real life and celebrity examples. My key takeaway was a prompt from Alex think of my three words to describe your style which you stick to and never, ever cheat on them. So in real life, Alex’s three words are Denim, Sixties and Tomboy whereas mine are Feminine, Classic and Romantic. In practice, it sort of polarises your wardrobe and makes sense of those clothes you wear all that time which fit your style, and those that just never quite fit (time for a clear out I think)! I caught up with Alex to find out how she landed her perfect job and nailed her signature style so she could teach others how to look stylish with minimal effort. 

About Alexandra Fullerton – Background

NakedPRGirl: Where are you from originally and where do you live now?
Alexandra Fullerton: I’m an Essex Girl, born and bred and live there now

NakedPRGirl: What did you study? What was your first job?
Alexandra Fullerton: I did GCSEs and A levels and then went to LCF to do Fashion promotion, although I dropped out after two years.

NakedPRGirl: What was your big break?
Alexandra Fullerton: I’ve had a series of moments in my career that felt like big breaks at the time.

NakedPRGirl: I met you when you were fashion director at Stylist Magazine, how was your time there? It is such a well-loved and fast moving weekly, it must have been amazing to see everyone on the tube looking at your work!
Alexandra Fullerton: Stylist was incredible – very, very hard work but so satisfying and I loved turning the preconceptions of what fashion in a free magazine would be, on it’s head.

NakedPRGirl: You’re now fashion director at large for Glamour magazine, what can we expect to see from the new look publication?
Alexandra Fullerton: Everything at Glamour has been produced with a beauty filter and the imagery is rich, inviting and epic. I’m thrilled to be part of the title.

NakedPRGirl: Do you have a particular career highlight/photo shoot that stands out for you? Any particular stars you’ve dressed?
Alexandra Fullerton: I loved dressing Florence Welch. Her style is so distinct I was thrilled that she loved my rail and wore everything I suggested – and looked like her in the resulting images.
More recently the two shoots I have in Glamour’s new issue (out March 7th) were shot in the Maldives are are E P I C.

Alexander Fullerton on Publishing A Book

NakedPRGirl: You have just published your first book, How To Dress, how did that come about? Did it take you long to write it and what can readers expect from the book?
Alexandra Fullerton: A commissioning editor came to me and asked if I’d like to write something but it was a long process to get started due to other commitments. Writing it only took two months and I like to say it’s like a recipe book where the readers bring their own ingredients or style but I suggest the recipe to make an outfit. All the advice is kind and I didn’t want it to be a prescriptive ‘You should only wear this’ book – it has to be inspiring and let readers stay true to their own personal style.

NakedPRGirl: How did you decide to work with illustrator by Bijou Karman to bring your book to life?
Alexandra Fullerton: The art director at my publishers suggested her and I thought her illustrations would be ideal for what I was trying to convey.

NakedPRGirl: What’s the one thing every woman could do today to up her styling game?
Alexandra Fullerton: Whatever you’re wearing, it’s the little details that can elevate your outfit. The way you roll your sleeves or tie your belt. Concentrate on these to up your game.

NakedPRGirl: I love that you value style over fashion and also to avoid fast fashion/over buying. Do you think we are doing enough to highlight the environmental impact of our fashion habit?
Alexandra Fullerton: So many people have no idea of the impact of their fashion choices. We need to keep talking and highlighting the effects of what fast fashion does to people and the planet so the public becomes educated and therefore empowered to make the right choice for them.

NakedPRGirl: Are you ever tempted to stray away from your signature style of sixities, denim, tomboy?
Alexandra Fullerton: Yesterday I wore a long floral dress with a striped jumper over it and chunky boots. There was no denim in the outfit! But all the elements gave the look a tomboyish vibe, despite the flowers. And I made sure my make-up was Sixties to balance it.

NakedPRGirl: Do you have any tips for aspiring writers?
Alexandra Fullerton: Learn to spell and understand grammar.

Alexander Fullerton on Styling

NakedPRGirl: What would you say were the key elements of your personal style? Have you had to look at marketing yourself as a brand?
Alexandra Fullerton: Denim is the mainstay along with shoes that have personality.

NakedPRGirl: What key style elements do women need to focus on getting right in their wardrobes? Is it the perfect jean, colour palette or a classic heel?
Alexandra Fullerton: When you have basics you can build on them and add seasonal twists as you wish, so get these right first.

NakedPRGirl: Do you have a style icon? Who would you love to dress?
Alexandra Fullerton: Right now I’m obsessed with Courtney Barnett’s style. It’s the ultimate in rock and roll dressing. A cool tee, jeans, Western boots or maybe a trouser suit. It’s very pared back, unconsidered and unstyled but somehow perfectly styled in it’s purity. I’d love to work with her.

NakedPRGirl: Your mum looks incredibly stylish from your Instagram – my mum is a fan! What style tips do you have for style at any age?
Alexandra Fullerton: Ah bless her. I think my mum is incredible and has great style. Honestly, I just think you need to find your own niche and feel confident in your own style. Pared back style always works best at any age though.

NakedPRGirl: How do you use social media for your business? What’s your favourite social media channel? Do you have any social media tips?
Alexandra Fullerton: Instagram is becoming a huge part of what I do, and my favourite channel. There are many ways you can brand yourself on social media but I’ve found being authentic is the best policy.

Alexander Fullerton on the Fashion Industry

NakedPRGirl: How have you seen your industry changing over the last few years?
Alexandra Fullerton: It has been the advent of instagram which has been the biggest change.

NakedPRGirl: Where do you see it evolving in the future?
Alexandra Fullerton: The bubble doesn’t have to burst although it’s what is being predicted.

NakedPRGirl: How do you manage your blog/social media workload – are you a planner and a scheduler?
Alexandra Fullerton: I don’t plan, I have things I know I need to do… posts I need to write… and I get round to them sometime but my main day job of styling and being commissioned takes priority.

NakedPRGirl: How important is your Instagram grid? Do you plan everything in advance?
Alexandra Fullerton: Nooooooo!!!! Not at all. I try not to post two #TheDailyShoes next to each other but that’s all the planning I do.

NakedPRGirl: I love your obsession with footwear which is realised through the hashtag #thedailyshoe and also the interviews with like minded women on your blog, Feet First. What do you think shoes say about a person and if you had to choose one pair that are your favourite pair, which would you pick?
Alexandra Fullerton: I absolutely couldn’t pick a favourite pair – they all mean so much! And it’s the personal meanings behind the aesthetic or styles that fascinate me.

NakedPRGirl: How do you split your time between business and real life?
Alexandra Fullerton: Work definitely spills over into my evenings and weekends – but as I’m self-employed there are times within ’normal’ working hours where I decide to have a bath, do a workout or visit friends… so I’m fine with this mix.

NakedPRGirl: Where would you like to be in ten years time?
Alexandra Fullerton: I’d like to have written more books and I need to design my own shoes! Styling will still be my day job, I love it and don’t ever want to stop.

Take a look at Alexandra’s website here.
Follow Alexandra on Instagram.