The Editors Behind Every Story
Eight specialist writers across five cities, each covering the section they know best — from runway reporting and brand deep-dives to sneaker drops, celebrity styling and salon treatments.
Daniel Reyes
Founder & Editor-in-Chief
📌SectionOversees all sections 📌NationalityAmerican 📌Based inDubai, UAEDaniel founded the publication after a decade split between retail buying and digital media, and now runs the whole operation out of Dubai. He sets the editorial calendar, signs off on every section, and spends most of his week between the Gulf's mall culture and the European show circuit. He believes fashion writing should be useful before it's clever.
Chloe Marsden
Senior Fashion Writer
📌SectionFashion (main) 📌NationalityAustralian 📌Based inSydney, writing from Milan and SydneyChloe covers the everyday side of fashion — what people are actually wearing, why a silhouette suddenly turns up everywhere, and how a trend travels from a runway in Europe to a high street in Australia. She started out styling for local magazines in Sydney and still shoots her own street looks when she travels.
Marcus Hale
Premium Editor
📌SectionsFashion Brands · Fashion Outlets · Fashion Shows · Best Men's Hairstyles 📌NationalityBritish 📌Based inLondon, reporting from Paris, Milan and BicesterMarcus handles the publication's premium coverage: brand deep-dives, outlet guides that tell you what's genuinely worth the trip, and front-row reporting from the four fashion weeks. He also runs the men's grooming and hairstyle desk, a leftover from five years writing for a Savile Row–adjacent menswear title.
Ryan Caldwell
News Editor
📌SectionFashion News 📌NationalityCanadian 📌Based inTorontoRyan came to fashion from business reporting, which shows in his copy — he’s as interested in a quarterly earnings call as a creative director appointment. He handles breaking news, industry moves, retail closures and expansions, and anything that needs to be up within the hour.
Ava Delgado
Celebrity Style Writer
📌SectionCelebrity 📌NationalityAmerican 📌Based inLos AngelesAva has covered red carpets, tour wardrobes and airport looks since her early days at a Hollywood trade blog. She’s less interested in who wore it and more in who made it, what it cost, and which stylist quietly started the whole thing. Her “get the look” breakdowns are the most-read pieces on the site.
Jayden Brooks
Category Writer
📌SectionsAccessories · Footwear · Outerwear · Streetwear 📌NationalityCanadian 📌Based inMontréalJayden covers the pieces that carry an outfit — bags, boots, coats and everything sneaker-adjacent. Montréal winters made him an unlikely authority on outerwear, and a long stint working sneaker retail gave him the release-calendar habit he’s never shaken.
Isla Fraser
Beauty & Fashion Treatments Writer
📌SectionHealth, Beauty & Treatments 📌NationalityAustralian 📌Based inMelbourneIsla writes the health-adjacent side of fashion: skin prep before an event, hair and nail treatments, salon procedures, and the recovery time nobody mentions in the brochure. She trained as a beauty therapist before moving into writing, and she’s careful to separate what’s evidence-based from what’s marketing.
Nadia Whitfield
Editorial Coordinator & Communications
📌HandlesContact · Submissions · Partnerships · Reader enquiries 📌NationalityBritish 📌Based inDubai, UAENadia is the first person you reach when you email the site. She handles reader questions, guest post and contributor submissions, PR and sample enquiries, corrections and advertising requests, and she keeps the publishing schedule moving. Based in Dubai alongside the founder, she works across US, UK and Australian time zones.