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THE INTERVIEW

Erica Davies

Mum Trendsetter

A former fashion editor of both The Sun and Look magazine, Erica Davies founded the hugely popular style blog, The Edited, while on maternity leave. Here, the mother of two and all-round superwoman reveals the secrets to her success

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“Leather is one of those perennial favourites – once you find the perfect-length skirt, you won’t know what you did without it. I wear mine with heels and a blouse, or a cashmere sweater and Stan Smith trainers. So useful.”

 

Before kids I always dressed up for the office; now I’m much more casual. It was almost as though I had officewear down, but I had to reboot my everyday wardrobe because I didn’t know what to wear outside of work.”

Having children (she’s mum to Charlie, six, and Lila, four) may have changed fashion editor-turned-blogger Erica Davies’ style choices but it hasn’t slowed her down. Her blog, The Edited, attracts 45k readers a month and she has 14k Instagram followers who go to her for real fashion advice. “I try to be as authentic and as ‘me' as possible,” she says. “I hope the fact that I am honest, down-to-earth and – occasionally – funny appeals to people! I’m not a size zero either, so a lot of people write to say they like following me because I’m a normal shape.”

Is approachability the secret to her success? “I am confident in my taste and aesthetic, and people feel very comfortable if they know your style.

I can’t afford to spend a fortune on clothes so I don’t expect my readers to either.” Erica’s style has changed since having little ones. “I now live in flats or trainers,” she says. “I love the fact it’s almost cooler for girls to wear flats these days!”

Running her own website enables Erica to stay in touch with an industry she loves. “I’ve always been obsessed with fashion so launching my blog felt very natural to me. But I make sure there is something for everyone, it’s not a vanity project; I want it to be useful.”

Dressing for summer can daunting – particularly in the changeable British weather. But, nevertheless, Erica recommends nautical stripes, chambray and broderie anglaise for your new season wardrobe. And, of course, anything bohemian – “I love a pompom and tassels.” Last but not least one of her signature looks involves print – “I’m not afraid of wearing prints top-toe but, if you find it tricky, try keeping it tonal with stripes and florals; it never fails to look chic.”

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“For summer staples, chambray, stripes or broderie anglaise all work – and they mix and match beautifully.”
“Keep a shirt dress simple but make it work harder by wearing it with flat sandals and a neckerchief for a chic day look.”
“I don’t intentionally dress Lila like a mini-me, but I’m drawn to things for her that appeal to me, and we do quite often do double-stripe dressing.”
“Lila often insists on wearing dresses so it’s lovely to see her in dungarees. I’m scared I won’t have any sway over Charlie’s choices for much longer.”
“Wide-leg trousers are my go-to wardrobe staple. This shirt gives a nod to the minimal, Scandi style that I love.”
“This dress is smart, but it could equally be worn on the beach. I’d keep it open over a swimsuit for a sophisticated cover-up.”
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Photographer: Bella Howard at SixSeven
Stylist: Sorrell Kinder / Interviewer: Ally Pyle

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