Daisy Does:- The Look Again Collection: Meet The Buyer


This week on Daisy Does I’m not alone – I have a Guest! To celebrate the launch of our second Look Again Collection I grilled one of the lovely ladies behind the collection (and wearer of some the most insta-worthy outfits in the office) Assistant Buyer, Amy Graham!

Read on to find out how the clothes came to life, for some serious style tips AND a generous helping of general fashion chit chat…

Daisy: Hey Amy! First things first, we LOVE the collection – there are definitely more than a few pieces the LA team have their eyes on already! Are you pleased with how it’s all come together?

Amy: Thank you, so glad you like it! We are so happy with this collection, the pieces are modern and on-trend but extremely wearable which is exactly what we wanted for our Look Again customer. This is my first season working on the collection and it has been such an exciting journey from the beginning forecasting trends and selecting fabrics, to the final production and photo shoot!

D: The collection is all about the Look Again customer and her style, why will the LA woman love these clothes?

A: Absolutely! Every piece was designed with our Look Again lady in mind. She is classic and feminine, but wants to keep her style fun and up-to-date. Our collection incorporates this with classic shapes combined with on-trend details, such as frills and gorgeous floral prints which we hope she will love. We have also included more separates to this range so she can mix and match the tops and bottoms and really get creative with styling.

D: This new range feels really cool and current – what trends in particular did you try and work into the clothes?

A: When looking at catwalks for AW17 we fell in love with the rich, gemstone colours coming through. We wanted to build a story around this colour palette and even designed two key pieces in a stunning jewel print which ties the collection together perfectly.

D: Now, I’m going to milk you for some styling tips! One of the stand out prints this season is that beautiful jewel pattern (56E135 & 27C196) – what would you wear these jewelled pieces with to really make those gems pop?

A: Don’t over accessorize, let the gems do all the talking! Pick out a colour from within the print for your accessories – I would go with a red or blue handbag to really make a statement.

D: Another of my favourites is the navy Longline Coat (40K521); how would you style this bold piece?

A: One of my favourites too! I love the longer length, and the navy colour makes such a nice change from black! I would style this with simple white trainers for a smart-casual day look.

D: The Frill Sleeve Top (82C652) is a real statement maker – how would you advise people who are still a little sleeve shy?

A: Frills are so on trend for this season, and this top is the perfect way to include them into your wardrobe without being too OTT. It’s such a versatile piece that can be styled several ways; with smart trousers/skirt for in the office, or skinny jeans and heels for date night! The styling possibilities are endless!

D: Finally the Floral Trousers (91E612)! How would you rock these beautiful blooms?

A: Aren’t these fab?! Keep your styling simple with a plain colour top and heels so your outfit is all about these beautiful florals. For the cooler days a cosy knit jumper would work perfectly!

D: This is going to be difficult – you’re packing for a weekend away and you can only take three pieces from the collection, which three do you take?

A: Eek! I definitely don’t travel light when I go away, so this is tricky! I would go for the Faux Fur Collar Coat (22R618); it comes with two different collars or can be worn without so it’s like 3 coats in 1! I would also take the Jewel Print Tea Dress (27C196) for daytime and the Floral Print Sweetheart Bodycon Dress (29X399) for evening.

D: Lastly some fun fashion questions to finish! What fashion rule do you stick to religiously?

A: Fashion rules are there to be broken! I like to be adventurous with my style and not be limited! Red and green.. anyone?

D: What’s the worst trend in fashion history?

A: The velour tracksuit! How did that happen?!

D: What’s your current fashion obsession?

A: Adidas trainers, I wear them with everything at the moment.

D: Who would top your ‘best dressed’ list?

A: Victoria Beckham is such a fashion icon. I also love Alexa Chung’s quirky style.

D: And finally, what’s the best piece of fashion wisdom you’ve ever received?

A: Build a good base of fashion staples in your wardrobe; a classic white shirt, some good quality basic tee’s and a couple of pairs of well-fitting jeans. These pieces will see you through season after season; then all you need to do is update them by styling with more on-trend pieces and voila! You have a wardrobe full of possibilities!



Huge thanks to Amy for answering all my many questions! Pop back soon to check out my top picks from the collection (including some BRAND NEW additions).

Written by Daisy Orrell










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