Fashion journalism is a field often glamourised and highly coveted. From fashion week invitations to the glitz of red carpets, a career in the press is certainly alluring, but by no means easy. With it also comes the responsibility of shaping stylistic perceptions, identifying trend shifts and a duty to highlight controversies and opportunities for growth in the industry. It’s not all pretty clothes, as our Curated Chat interviewee this month Lauren Cunningham, can attest to. With a comprehensive fashion CV, Lauren has worked as a fashion and beauty writer and editor for publications including Grazia, Marie Claire, ELLE, Vogue Business, and The Independent. Today we chat about her career to date, advice for aspiring journalists and her love for second-hand fashion.
Hi Lauren—could you introduce yourself to our readers?
Hi! I’m Lauren, a fashion and beauty writer editor who you may have seen pop up across some of your favourite mags - Grazia, Marie Claire, Elle, Vogue Business, the list goes on! You’ll find me writing about everything from latest runway trends to asking whether we should consult the moon before cutting our hair (yes, really!). You’ll also spot me in an often neutral outfit, although one of my goals for 2025 is to add a bit more colour - here goes!
What drew you to a career in fashion?
I've always loved fashion. I grew up with a mum who was totally into her style and it was always quite different from the others mums at school – think Trinny mixed with Iris Apfel. So, of course, it opened my eyes to fashion and the joys that could come from it really early on. Although my style is much more muted than hers, I really love the excitement and personal touch fashion can bring - there’s nothing quite like it.
Talk us through your journalism career. How have you managed to now write for so many great publications and recently hold an editor title at Grazia?
Talk us through your journalism career. How have you managed to now write for so many great publications and recently hold an editor title at Grazia?
I didn’t know anyone who worked in fashion magazines growing up and I didn’t really know how that world worked. After countless of unanswered emails, I got creative and searched for my own name on LinkedIn in the hope I’d find someone who could help, and I did! She was the PA to an editor of a now-closed women’s mag and she got me an internship straight away - who wouldn’t reply to a message from their own name? I had the best time and am still great friends with the fashion editor who trained me up!
I then went into marking at the British Fashion Council for a couple of years and built up some great contacts until I took the plunge to go into freelance writing. It then all went up from there, I suppose!
With more and more publications working in-house, what tips would you offer freelance writers to grab an editor's attention and get their articles commissioned?
Now is actually a great time to be a freelancer! In-house teams are shrinking and many of them now heavily rely on outsourced support. To get your pitches noticed, firstly make sure they're tailored to that publication and that editor (I've received plenty of blanket pitches before that I know have been shared with every other editor in town), make sure they haven't already written the same piece (again, this happens more than you'd expect), and just shoot your shot! No pitch will ever be commissioned if it never leaves your inbox.
What advice would you give anyone looking to follow in your footsteps as a fashion journalist?
Fashion journalism takes real passion as it's quite a long journey to get to a comfortable level. Plenty of internships and assisting work are often needed to just get you in the door, so you absolutely need to have a love for the job to stick it out. What will get you these first internship opportunities (and jobs further down the line) is your attitude and your relationships – I really can't stress how important this is. And if you think you don't know anyone, this is the beauty of social media. Engage with your favourite writers, editors, stylists, or photographers on there and then reach out and ask for a chat, chances are they'd love to help.
Fashion journalism takes real passion as it's quite a long journey to get to a comfortable level. Plenty of internships and assisting work are often needed to just get you in the door, so you absolutely need to have a love for the job to stick it out. What will get you these first internship opportunities (and jobs further down the line) is your attitude and your relationships – I really can't stress how important this is. And if you think you don't know anyone, this is the beauty of social media. Engage with your favourite writers, editors, stylists, or photographers on there and then reach out and ask for a chat, chances are they'd love to help.
We love seeing spotlights on second-hand fashion in magazines. What is your relationship with preowned shopping?
I'm a big clothes seller – firstly because I have too many things (which is really terrible, I know), and secondly because I often keep them in pristine condition, meaning if I don't wear them anymore, another person absolutely could. So far, I've made a nice little pot of money from it! When it comes to pre-loved shopping, however, I'm usually after a very specific piece at a much lower price than the RRP and that takes some real hunting. Right now, the Loewe logo jeans are on my preloved wishlist along with a vintage motor racing jacket, so chic!
You recently purchased an incredible Gushlow & Cole coat from Curate & Rotate. Tell us more about what pulled you to this purchase.
I'd wanted a shearling coat for ages but, of course, they're incredibly expensive and all the ones I had my eye on sold out rather quickly. So, when I spotted the Gushlow & Cole sale on Curate & Rotate, I knew this was my chance! Now this cow print coat is one of the most complimented items in my wardrobe.
Meet Lauren - @laurencunningha.m
Words by Alice Hartwell for Curate & Rotate