
Emily Dawes
Emily Dawes is the very definition of a fashion multi hyphenate. An editor, stylist and writer with over eleven years’ worth of experience in the industry, Emily is known for her impeccable taste, elegant outfit choices and being able to spot the next big thing in fashion from a mile off. Our readers loyally trust her advice and shopping suggestions; so much so she began her own column documenting the most $ expensive-looking pieces on the high street$ , which has become a top-performing piece of content for the Who What Wear brand.
Emily has worked for Who What Wear UK since 2020 in a myriad as roles, spanning from contributing editor and branded content editor. Now, she holds the position of affiliate editor and is responsible for the brand’s overall affiliate strategy, ideation and content execution. Working closely with Who What Wear UK’s affiliate manager, Emily has been instrumental in securing and nourishing brand partnerships, surpassing her goals as standard. Leading the team in tentpole shopping moments including Black Friday and Peak Trading, with Emily’s guidance and leadership, team Who What Wear is in a stronger affiliate position than ever before.
Prior to joining the Who What Wear team, Emily served as YOU Magazine’s acting fashion editor where she managed the fashion team and oversaw all fashion content output for the fast-paced weekly title. Emily is a stylist in her own right, having worked with a slew of VIP clients including writer and television personality, Elizabeth Day, as well as styling and art directing several celebrity cover shoots for glossy print publication, Grazia. Her adept fashion knowledge means brands regularly sought out to work with her as a consultant: previously she has developed marketing and content plans for brands for Cocoon and Edge of Ember. Before entering the industry, Emily obtained a Bachelor of Arts in English and American Studies with International Study from Nottingham University. Fun fact: Emily spent a year studying in America which saw her join a sorority during her time there.
When she’s not working or tracking down the chicest, new-in items to share with our audience, you’ll find Emily bestowing her East London home with her stylish flair, reading everything from the classics to cowboy romance novels and escaping to the country with husband, baby boy and dog, Roo, whenever she can.
Emily is currently on maternity leave.
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This Is How We Actually Find Expensive-Looking Fashion on Amazon
Affordable, convenient and chic.
By Emily Dawes
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I've Been a Stylist for 20 Years—These Are the Key Buys on My Summer Wish List
Listen to the expert.
By Emily Dawes
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H&M Just Dropped the Most Expensive-Looking Minimalist Collection for Summer
Well done—I want it all.
By Emily Dawes
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It's Official: These Are the 15 Most Popular COS Buys of 2025 So Far
Early indicators.
By Emily Dawes
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Trust Me—These Are the Only Luxury Items Worth Shopping for Summer 2025
Smart investments.
By Emily Dawes
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The 9 Most Expensive-Looking Pieces on the High Street This Week
The best affordable buys, according to a fashion editor.
By Florrie Alexander
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H&M Just Quietly Dropped the Most Expensive-Looking Summer Staples
Insider tips.
By Emily Dawes
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I've Got Expensive Taste, But This £7 Tank Top Is My Most-Worn Wardrobe Staple
It has so many five-star reviews.
By Emily Dawes
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Fashion People Have Worn These Low-Key, Affordable Sandals For Decades to Make Their Outfits Look Cool
Flip-flop lovers, this one's for you.
By Emily Dawes
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I Shop for a Living—These 14 High-Street Brands Are Just as Good as Zara
Some you may not have heard of either.
By Emily Dawes
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I'm 5'2'' With Expensive Taste—35 Really Chic Petite Summer Buys I've Found Recently
No tailor necessary.
By Emily Dawes
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I'm All About Hushed Luxury: Here's My Polished Summer Capsule
Simply beautiful.
By Emily Dawes
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8 Classic Handbags That Will Instantly Give You That Summer Feeling
Even if the sun's not shining.
By Emily Dawes
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The Complete Capsule: Our List of the Best Basics Money Can Buy
The ultimate shopping list.
By Emma Spedding
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Trust Us: If You Only Buy One Basket Bag This Summer, Make It This One
Consider us influenced.
By Emily Dawes