About Me — Elaine Flook

I write about fashion and trends from a style point of view — how to achieve your own style by wearing the colours and shapes that suit you. If we can do this in a sustainable way, then all the better.

I spent around 20 years working in design management and corporate branding. I cut my teeth as a Publicity Executive for a UK TV company in the 80s and progressed through design agencies to Global Head of Branding & Corporate Identity for a major international investment bank. A chronic health condition led me to complementary health and to become a practitioner. After another 21 years working as a therapist/coach to business people I pursued a long-held dream and graduated from The London School of Make-Up and The British College of Professional Styling. Funny how it can take a lifetime to find out what you really want to do. I’m reminded of Baz Lhurmann “Some of the most interesting 40 year-olds I know, still don’t’.

2019 and the Pandemic led me again to a reassessment of what I want to do and how I want to work. I wanted to pursue my interests and seems to have brought me right back around to design, bringing my 21 years of building confidence in people along with me. I enjoy design from all aspects but particularly its key purpose — functionality.

I’ve always had a natural eye for colour and design running alongside a love of clothes. I wouldn’t say ‘fashion’ per se. Fashion is fun and enjoyable but I’ve never been a fashion addict. I enjoy trends and do follow some but I am more interested in craftsmanship and the…