Our beginnings

Like you, I used to struggle with finding clothes that suit my body. I would buy a dress that I loved (hypothetically), get home, try it on and realise that it doesn’t fall on my body even slightly how I imagined. In Spring of 2021, I stumbled across the world of what I call ‘personalised styling.’ This includes Kibbe body types, Kitchener essences, colour seasons and more. It was after my voyage to study abroad in Canada when I started sharing my discoveries on TikTok and found an incredible community of people who were as fascinated by these ideas as I was.

Our Mission:

I want to share my love for styling theories which helped me end the war with my wardrobe. We help women understand the relationship between their body and their clothes.

Every body is ‘good enough’

The thing that drew me to body types was the realisation that there are so many different versions of the female body, and there isn’t one that is better than the other. It was the first time such a notion had been introduced to me and I felt so validated. This is the most foundational principle of what we do: every woman’s body is unique, fascinating and welcome here.

Ellie-Jean Royden | Founder

I am involved at every stage of the process, from helping you find your body types, to researching outfits, to making content for social media. Helping you end the war with your wardrobe is my passion!

I am in my third year of BA studies of Comparative Literature at UCL. I have previously worked as a PR intern for a fashion company. I was a semi-finalist and then intern for the Lord Mayor’s Entrepreneur Competition. I have had a myriad of hobbies from running a radio show, to singing and playing my guitar in concerts, to being Editor-in-Chief within the student journalism society. The environment is close to my heart having grown up in rural England, and have done lots of nature-related volunteering. I also love to travel and have visited some amazing countries including Canada, Samoa and India!

Quickfire: ENFP | Soft Classic | Light Summer | Ethereal + Ingenue + Classic | Mushroom x Flower x Sun |

Meet the Team

  • Anji Royden

    OFFICE MANAGER

    Anji (or Moo to me) helps me create style files, answer your emails and provide me with outfit inspiration every morning because she is fabulous. She is no ordinary assistant - she is my amazing mum!

  • Nellia Dubovska

    VIDEO EDITOR

    Nellia edits my YouTube videos from Kyiv in Ukraine. She is an incredibly talented young woman with a diverse portfolio from photography to editing to videography.