Tag

London fashion

  • summer-shoes-2026-raw-and-toasted-by-Jasmin
    Fashion

    The Shoes That Make Rich Energy Look Effortless

    Jul 01 - By 

    Hey Sugarcups! I wanted to make this week’s post focused on shoes. Not those ‘Here are 20 sandals you need this month’ posts that I just can’t get on board with (scroll, save, forget by Thursday). This post is all about the reality of what’s trending, why, and how it will directly affect how you’ll dress this Tuesday, whether you’re running a board deck, dropping kids off to school, going into a pitch or all of the above. The key thing to note about these shoes is that they’re not a fashion accessory. They’re the most truthful piece of your…

  • AI-Design-Moodboard-fashion-designers
    Fashion - My Take on AI

    AI Killed the Mood Board, Now What Do Designers Actually Do All Day?

    Apr 03 - By 

    Hola Sugarcups, The Mood Board is Dead! Imagine it: You’re at a vibrant, innovative technology event and you overhear a conversation that’s so captivating you just stop in your tracks. Well, that was me last month when I was in a discussion with a senior designer working for a fashion house in London, a mid-sized one. Here’s a person who had seen successive waves of “this is going to change everything” about AI, but remains grounded. This is what they said. “And what is really weird about AI is you feel like you need to justify yourself as a decision-maker.”…

  • AI-in-Fashion-2026-sustainability-raw-and-toasted-by-Jasmin-Majmudar
    My Take on AI

    The New “Fashion Core” Trends You’re Seeing Everywhere in 2026

    Jan 14 - By 

    Girls! I made this at 2am while scrolling last night!! The small fashion brands are having a moment. If you’re a lifestyle brand, bookmark this! Bye, bye trend chasing. Consumers want you authentic, honest, imperfect and purpose led. This is where the dollars are! It’s been a real mature year for fashion. Gen Z and Millennials aren’t interested in superficial trends and they’re calling out greenwashing. They want technology that works, clothing that is authentic to them and a brand that isn’t damaging the planet. You see this everywhere. Tik Tok and Instagram about how 2026 is the new 2016.…

  • Autumn/Winter-Fashion-Trends-Raw-and-Toasted-by-Jasmin
    Fashion

    Leopard Print, Lace & a Bit of Marketing Magic: AW25

    Aug 14 - By 

    Hola Sugarcups, London, early am. Bums are wet from the pavement. Morning coffee is hot. The city is about to get itself into some kind of seasonality. I’m sitting by the window and watching folks dust off the knit, put on the fake fur, throw on the cheetah print and pixelate, to become one big walking mood board. If you’ve ever thrown up a campaign without an idea or tried to get a brand to resonate with people’s real priorities, then you know: fashion isn’t just about the clothes. Maybe you’ve already hit add three more definitions to the growing…

  • Fashion

    The London Street Style Formula: Key Pieces Every Brit Swears By

    Mar 24 - By 

    Hola Sugarcups, 3 years and counting… I am bringing you London Street Style… Okay, fashion lovers, if you’ve been walking around London and muttered to yourself, How are people out here so effortlessly chic? Same. London street style is one of the greatest things that has ever happened to the world – it ranges from edgy to traditional and all. In. Between. How to style it? There’s not one tried-and-true recipe. And whether you’re visiting and just want to look a little more like a local or you need to update your wardrobe on your trip to the capital, this…