Season 3 Episode 008 - How @whatemwore Launched Good Basics Club With Millions Watching
This week I’m joined by the brilliant Em aka @whatemwore whose outfit content and personal style evolved into one of the most exciting new brands on Instagram: The Good Basics Club. What started with a few mirror selfies has grown into a sell-out label with 2 million followers watching closely. In this episode, Emma shares what it’s really like to launch with a big audience, how she built momentum behind the scenes and why simplicity is the future of fashion. In this episode, we cover: 📦 That buzzy launch night and the reality behind the Shopify pings 📲 How she built a content strategy that actually converts 🧵 Deciding what to launch with (and what she’d change next time) 🧠 Why a slow build worked better than perfection 📈 Balancing a huge following with a small team and big heart 👚 The power of community shoots and real styling inspiration 🎯 What’s coming next for The Good Basics Club (spoiler: events, restocks and new pieces) Whether you’re pre-launch, building a capsule collection or just feeling overwhelmed with content… Emma’s story is packed with practical advice and grounded honesty. Links & Mentions Follow Em and shop the collection! https://www.instagram.com/goodbasicsclub/ https://goodbasicsclub.com/ Watch this episode on YouTube 🎥 Listen & Watch You can listen by clicking through to Apple Podcast here You can also watch the episodes over on my Youtube Channel! (Remember to leave a comment!) 💬Don’t forget to rate, review or subscribe as it really helps more fashion founders find the podcast. Sponsors ✨ A big thanks to Lucy & Yak, ScoreApp and Studio C for sponsoring this podcast!
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Season 3 Episode 007: Inside Sydney Lane: How Sian Whitefoot Built a Fashion Brand with Unfiltered Honesty
This week I’m chatting to someone whose career path is surprisingly similar to mine… we both studied at De Montfort Uni and started in the industry via the classic buying and design route before eventually going solo. Sian Whitefoot is the founder of Sydney Lane – a striking womenswear brand blending bold, confident design with a refreshingly honest online presence. If you’ve seen her TikToks, you’ll know she says what everyone’s thinking… and that unfiltered honesty has built a brand people genuinely trust. In this episode, we cover: 📦 Sian’s journey from contour fashion graduate to launching her own label 🎯 The highs and lows of her early career in buying, Australia and fast fashion 🧵 What it really takes to bring a design to life, from sketch to sample 📈 How she creates launch buzz and tension that converts 📲 Why raw content performs better than glossy shoots 🧠 Hitting a £50k month – and the risks she took to get there 👚 Building community, managing TikTok trolls and learning to love visibility 🔗 Links & Mentions https://sydneylane.com/ https://www.instagram.com/sydneylaneofficial/ Follow Sian & shop the collection Listen & Watch You can listen by clicking through to Apple Podcast here You can also watch the episodes over on my Youtube Channel! (Remember to leave a comment!) 💬 If you loved this episode, don’t forget to follow the podcast and leave a review as it helps more fashion founders find this growing community! Sponsors ✨ A big thanks to Lucy & Yak, ScoreApp and Studio C for sponsoring this podcast!
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Season 3 Episode 006 - What It Really Takes to Go Full-Time With Your Fashion Brand : Faye @ Evie Joynes
Today I’m joined by Faye, founder of Evie Joynes. A slow fashion brand known for its beautifully made, elevated basics. She started sewing from home during lockdown and has since grown the brand into her full-time job, while staying grounded in values of comfort, quality and sustainability. In this episode, Faye shares the real story behind two huge milestones: niching down her product range and finally quitting her job to go full-time with her brand. If you’ve been spinning too many plates with your product range or wondering whether it’s time to leave your day job, this is the episode you’ve been waiting for. In this episode, we cover: 📦 How Faye started her brand from her kitchen table during lockdown → And what the messy, experimental early days actually looked like 🎯 Niching down to scale up → The decision to strip back her range, focus on one fabric and build trust with her audience 🧵 Why simplifying made everything easier → From clearer messaging to smoother production, and more consistent sales 📈 Going full-time with her brand → What made her feel ready to quit her job, the number she set herself and why she held on longer (and doesn’t regret it!) 📲 The 30-day content challenge that changed everything → How posting Reels daily helped her grow from 4.5k to 18k+ followers and boosted her sales 🧠 The mindset shifts that helped her move from side hustle to CEO → Including how she overcame financial fear, learned to delegate and created systems to scale 👚 Why she believes slow and steady can win the race → And her practical advice for anyone dreaming of going full-time 🔗 Links & Mentions Follow Faye @ Evie Joynes & shop the collection Join my Instagram broadcast channel@elizabethstilesuk for behind the scenes podcast chat & exclusive extras (including Thursday Therapy where I answer all your fashion founder questions!) Watch this episode on YouTube 🎥 Listen & Watch You can listen by clicking through to Apple Podcast here You can also watch the episodes over on my Youtube Channel! (Remember to leave a comment!) 💬 If you loved this episode, don’t forget to follow the podcast and leave a review as it helps more fashion founders find this growing community! Sponsors ✨ A big thanks to Lucy & Yak, ScoreApp and Studio C for sponsoring this podcast!
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Season 3 Episode 005 : How to Relaunch a Fashion Brand Without Burning Out with Amy Fuchsia, founder of Fuchsia Shaw
Today I’m joined by Amy, the founder of Fuchsia Shaw. We first recorded together back in 2019 (in my spare room… how times have changed!), and now she’s back after a powerful brand relaunch that’s been nothing short of inspiring. Amy shares the full story from walking away from her original business at its peak, to returning stronger, more strategic and with a whole new mindset. If you’ve ever felt like you’ve lost your spark, doubted your next move, or wondered if it’s “too late” to start again then this one is so worth a listen. In this episode, we cover: 🔁 Why Amy paused her brand at the height of success → And how she made peace with walking away to protect her wellbeing 🛠️ Behind the scenes of a relaunch → What she changed, what stayed the same and how she built trust again 📱 Her content strategy that doesn’t feel salesy → Including how she talks around the product and stays consistent without burnout 🧵 Balancing creativity with structure → How Amy protects her design time while still managing cash flow, launches and a growing team 📦 Building momentum without reinventing the wheel → Why she’s leaning into repeat bestsellers, smart restocks and email marketing 🧠 CEO mindset shifts & what’s changed since round one → From making data-led decisions to letting go of perfection 🌸 Her dream for the next year (yes, there’s a shop mention!) → And how she’s growing slowly, intentionally and creatively Plus: a quickfire round on celebrity stylists, creative rituals and her favourite part of the design process 👗 🔗 Links & Mentions Amy Fuchsia / Fuchsia Shaw – follow Amy & shop the collection Join my Instagram broadcast channel @elizabethstilesuk for behind the scenes podcast chat & exclusive extras (including Thursday Therapy where I answer all your fashion founder questions!) Listen & Watch You can listen by click through to Apple Podcast here You can also watch the episodes over on my Youtube Channel! (Remember to leave a comment!) 💬 If you loved this episode, don’t forget to follow the podcast and leave a review as it helps more fashion founders find this growing community! Sponsors ✨ A big thanks to Lucy & Yak, ScoreApp and Studio C for sponsoring this podcast!
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Season 3 Episode 004 - The Non-Salesy Content Strategy That Built Maddie’s Slow Fashion Brand ‘This is My Housedress’
Today I’m joined by the wonderful Maddie, founder of This Is My Housedress. It’s a US based brand creating elevated loungewear for everyday living. Think stylish enough to answer the door in but comfy enough to spend all day on the sofa! We’ve worked together behind the scenes and in this episode, Maddie shares the honest reality of growing a fashion brand including navigating viral moments, slow-fashion production and pricing backlash… all while staying true to her vision. If you’ve ever felt overwhelmed by content, confused by stock management, or questioned your prices then tune in! In this episode, we cover: 🛋️ How This Is My Housedress was born during lockdown → And how Maddie’s fashion background shaped the brand from day one 📱 Content pillars that go beyond the product → Why talking around your product matters and what it looks like in practice 📈 Going viral & what it changed → The standout moment that shifted everything and how she handles visibility now 🧵 Scaling production while staying small-batch → From tariffs to stock gaps, the real challenges of managing growth with integrity 💬 Handling pricing pushback with confidence → Why Maddie is unapologetic about her price point (and how you can be too) 🧠 The biggest mindset shift in year one → And a few lessons she took from working with me (cue tears 🥹) 📦 Planning for what’s next → Dream collabs, long-term goals & how Maddie defines success now 🔗 Links & Mentions This Is My Housedress – shop the collection Follow Maddie on Instagram @thisismyhousedress Join my broadcast channel on Instagram @elizabethstilesuk for Q&As and behind-the-scenes extras Listen You can listen by clicking through to Apple Podcast here You can also watch the episodes over on my Youtube Channel! 💬 If you loved this episode, don’t forget to follow the podcast and leave a review as it helps more fashion founders find this growing community! Sponsors ✨ A big thanks to Lucy & Yak, ScoreApp and Studio C for sponsoring this podcast!
After 15 years in the fashion industry, I'm now a fashion brand consultant working 1:1 with new & innovative clothing brands.
My focus with The Fashion Brand Clinic Podcast is to open up the conversation & highlight the many roles within the fashion industry & also educate emerging fashion brands with industry information they can't find online.
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