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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Everyone In Fashion Buys Their Coats, Knits and Jeans From This Low-Key Brand
Chic with a capital C.
By Emily Dawes
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30 Sensational Gowns for Fancy Occasions, as Recommended by a Stylist
Feathers! Sparkles! Tulle!
By Emily Dawes
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I'm a Fashion Editor—16 Affordable Jewellery Brands I Wish I Could Keep a Secret
Tell no one.
By Emily Dawes
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31 Affordable Designer Gifts That Are Impossible Not to Love
They're all under £500.
By Emily Dawes
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Fashion People Won't Stop Wearing Coats From This Timeless Brand
Now I want one.
By Emily Dawes
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PSA: Reformation’s Cyber Monday Sale Is Here, and My Entire Wish List Is 25% Off
The best deals, period.
By Emily Dawes
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Kendall Jenner Just Proved the Scarf-Coat Trend Is Still Very Much a Thing
Obsessed is an understatement.
By Emily Dawes
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I've Been a Stylist for 10 Years, and I Swear By H&M's Affordable Cashmere
If you know, you know.
By Emily Dawes
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I've Used This Cult Cleanser For Over A Year and My Skin Has Never Been Better
If you like compliments, this is the cleanser for you.
By Emily Dawes
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Trust Me, These Are the Only Cyber Monday Fashion Sales You Need to See
The best editor-approved buys.
By Emily Dawes
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Fashion People Rely on This Classic Wardrobe Staple—21 of the Best For Winter
Chances are you already own one too.
By Emily Dawes
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46 Crowd-Pleasing Christmas Gifts I'd Recommend Getting in the Sales Today
Planning like a pro.
By Emily Dawes
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I Just Built an Expensive-Looking Winter Wardrobe Out of Under-£100 Items
Minimalist buys from the Black Friday sales.
By Emily Dawes
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From Boots to Heels—I Just Found So Many Great Shoes In the Cyber Monday Sales
UGG! Manolo! Adidas!
By Emily Dawes
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It Makes Sense to Buy Coats on Sale—26 Chic Styles on Offer Right Now
Just in time for the chill.
By Emily Dawes
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H&M's Knit Dresses Could Easily Be Designer—16 I've Added to My Winter Wish List
They're cosy and smart.
By Emily Dawes
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I'm a Stylist—Here's Everything I Would Actually Buy in the High-Street Sales
Sensible purchases only.
By Emily Dawes
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30 Toteme, Khaite and The Row Winter Staples That Are Actually Worth the Money
Genuinely timeless.
By Emily Dawes
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Sienna Miller Just Wore a Chic High-Street Coat That's Actually on Sale
And it's miraculously still in stock.
By Emily Dawes
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I Have Expensive Taste on a Tight Budget—This Is How I Shop Designers for Less
Expert tips inside.
By Emily Dawes
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Fashion People Have Been Wearing This Knit for 3 Years—It's Still the One
A forever buy.
By Emily Dawes
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I Only Buy Designer Coats When They're on Sale—Here Are My Top Picks This Winter
Thank me later.
By Emily Dawes
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21 Expensive-Looking Knitwear Buys From & Other Stories, Arket and COS
It's time to get cosy
By Emily Dawes
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ARKET Has 20% Off Its Chic Knits for a Few Days Only—19 You Shouldn't Miss
Just in time for winter.
By Emily Dawes
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I’m Convinced These H&M Buys Will Make Every Winter Outfit Look More Elevated
And they're all under £70.
By Emily Dawes