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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The Who What Wear Spring 100: Every Single Item We Simply Adore This Season
The fashion, beauty and homeware buys on our wish lists.
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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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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Sandal Weather Is Coming—You Bet I'm Buying This Designer-Looking Zara Pair
I'm sure they'll sell out before summer.
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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Light Layers, Delicate Dresses and Timeless Bags—What Luxury Looks Like for Spring 2025
The smartest investments.
By Emily Dawes
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I Wore H&M's Best-Selling Slim-Leg Trousers and Felt Chicer Than I Ever Have
I've done a 180 on this trouser style.
By Emily Dawes
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And Now, the Classic Luxury Buys Our Editors Are Standing By this Spring
Wise investments.
By Emily Dawes
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Stylish Europeans and I Agree, Cropped Trousers Are Chic—9 Shoes That Go Best With Them
In defence of the cropped trouser.
By Emily Dawes
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This Classic French Jacket Style Is Back Again for Another Spring
Never a bad investment.
By Emily Dawes
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This Spring Colour Is the New Beige for Fashion People Everywhere
Consider it a new neutral.
By Emily Dawes
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H&M Just Dropped the Most Expensive-Looking Minimalist Edit
Well done—I want it all.
By Emily Dawes
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Looking For a Spring Jewellery Refresh? Missoma Has 20% Off Everything This Weekend
Jewellery box staples ahead.
By Florrie Alexander
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37 Mother's Day Gifts for Every Budget That She'll Actually Love Opening
Take note.
By Emily Dawes
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& Other Stories Has 20% Off Everything This Weekend—19 Classic Buys I'd Recommend
Just in time for spring.
By Emily Dawes