Welcome to The hub for online fashion.
Our Daily Thread is a digital fashion publication and community for UK women who want their clothes to make them feel good.
Combining the know-how of experienced stylists and fashion editors, the ease of shoppable editorial content and the power of data science, our expert team creates content that empowers UK women to feel at home in the fashion world.
We're helping them make confident clothing choices, and to find and develop their own personal style - wherever they live and whatever their budget.
Our survey says...
We asked 1000 women in our target audience how they felt about the current fashion media landscape.
of respondents said they felt that fashion magazines no longer fitted the purpose of ‘shopping guides’, with responses ranging from ‘out of touch with the online shopping market’ due to print schedules, to ‘make me feel bad about myself’
100% of respondents who identified as being ‘non- standard’ in their clothing choices – i.e plus size, modestly dressed, petite and those with disabilities – said that the fashion media either does not cater to their requirements or patronises them
reported they found bloggers to be ‘too aspirational’ and ‘too airbrushed’, with feedback on their unattainability and ‘big egos’
of respondents who identified as being ‘standard’ in their clothing choices said that they no longer felt the fashion media worked positively for them