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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I'm a Stylist—9 Easy Yet Classy Trouser Outfits I Plan on Copying This Year
I said copy and paste.
By Emily Dawes
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Luxury Purchases Need to Be Worth It—21 New-Season Items That Are Truly Special
Let's get into it.
By Emily Dawes
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I Live in Leggings Come January—7 Elevated Outfits I’ll Rely on This Month
Rosie HW is a big fan too.
By Emily Dawes
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If You Thought These New H&M Buys Were Designer, I Wouldn't Blame You
Expensive-looking staples this way.
By Emily Dawes
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The Secret Is Out: This Is How Fashion Editors Find the Most Expensive-Looking Buys at H&M
Insider tips.
By Emily Dawes
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PSA: The High-Street Coat Influencers Wear Every Winter Is Finally Back In Stock
Plummeting temperatures hate to see it coming.
By Emily Dawes
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I Ordered Reformation's Famous Wide-Leg Trousers—Now I'm Wearing Them On Repeat
One of my best-ever buys.
By Emily Dawes
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Reformation's Winter Sale Is Now 50% Off—These 23 Chic Items Are Selling Fast
I've been waiting for this one.
By Emily Dawes
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Considering Investing in a Burberry Trench? Here's Everything You Need to Know
It's a true classic.
By Emily Dawes
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Toteme Sales Are Rare, But I've Managed to Find 23 Classic Discounted Pieces
Including *that* striped jumper.
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 Emily Dawes
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These Are the Only Shoes I'd Ever Consider Wearing With Leggings
Combos I love.
By Emily Dawes
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The Best Designer Bags of All Time, According to the Experts
You'll never regret one of these.
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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I Only Buy Designer Coats When They're on Sale—Here Are My Top Picks This Winter
Thank me later.
By Emily Dawes