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Fashion & Beauty


May 28, 2017

Well hello there and happy Sunday! Thank you all for the birthday wishes. I feel particularly joyful because around the time of my last birthday I was recovering from my heart operation and things were a bit more somber. So ‘cheers’ to that being behind me, I am incredibly thankful for everything this year has brought me.

I spent the day getting spoiled by my lovely friend Kate (AKA Sole Satisfaction) eating tiramisu and soaking up the sunshine before heading out for more spoiling with my love.

I woke up the best way possible on my birthday. With Nick singing happy birthday, handing me gifts and cards from loved ones. We opened them and had breakfast in bed whilst listening to the new Paramore album and video-calling my Mum. She told me stories of me and my sisters when we were kids and we laughed about old times. This is a pretty significant birthday as it’s my last one as a Miss so we were feeling quite reflective. It feels crazy after so much planning that the wedding will actually be here really soon, it’s such a magical and exciting time.

Kate and I took these pictures on the afternoon of my birthday. We’d just had brunch at Lykke one of our favourite sunny spots and Kate had surprised me with balloons along with all sorts of thoughtful gifts. We took a stroll in the sunshine down towards Urban Spree where these photos were taken, stopping to look in the little independent boutiques along the way. The street art in this area of Berlin is incredible, if you haven’t been yet it’s a must see. And when the weather is nice there are some amazing beer gardens to kick back and relax in- which we obviously did with a glass of bubbles in hand.

If you’ve been to Berlin, if you’ve witnessed its nightlife and its fashion scene, you’ll have noticed a lot of the colour black. And this bell sleeved dress from ASOS is anything but black. But I absolutely love it and felt super comfortable. If you can’t wear every colour under the sun with bell sleeves on your birthday, when can you? The sunglasses were a charity shop purchase about four years ago and I’ve had soooo much wear out of them. My clogs are from office and were a gift from my Mum – thanks Mum! (she has a pair to match).

I had such a good day and am so glad that I was able to get some happy snaps of my outfit to share here. It’s been too long and I really enjoyed taking them. Speak soon!

Photo Credit: The ever talented Sole Satisfaction

Lifestyle and Interviews


November 22, 2015

LedByLucy-Sara-Waiste-Interview-Vintage-BloggerSara has an expansive collection of bohemian seventies dresses and just as many impressive business accolades to match. Sara is her own #GirlBoss and has carved a successful career through her creative passions. She is the founder of successful online fashion boutique Waiste Vintage, the author of vintage fashion blog Waiste Blog and has also recently been appointed as the vintage ASOS Stylist. I caught up with Sara to find out more about her journey, what advice she would give to others wanting to follow in her footsteps and of course her style rules and vintage fashion icons.

How did you get to where you are now? Tell us a little about the journey  to becoming a successful blogger, opening your vintage store and of course your newly appointed role as a vintage stylist with ASOS.

Well, I actually started in the ASOS studios, my first ‘proper’ job, working in the e-commerce environment as a studio assistant then coordinator gave me all the valuable experience I needed when it came to setting up my vintage shop. The blogging I used to do on the side whilst working there, until I combined this with starting my shop and started featuring my own vintage for sale. And then from my styling through my blog and website I landed the new ASOS styling job!LedByLucy-Sara-Waiste-ASOS-Interview-Vintage-Blogger.jpg4You are lucky (and hard working) enough to have turned your dreams and passions into a career. What advice would you give to other people stuck in the rat race that want to follow in your footsteps?

Thank you. I would say don’t give up on your dreams. Make sure you have a USP and try to stand out with what you are doing to everyone else. You need to get lots of experience but don’t be afraid if you make mistakes, it’s all about learning from them.LedByLucy-Sara-Waiste-ASOS-Interview-Vintage-Blogger.jpg-4Fashion has a cyclical pattern and we often see vintage trends coming back onto the high street, and then they disappear again for a while. Your love for vintage remains forever strong. What sparked your love of vintage and what stops you following the latest trends?

To be honest I just don’t really pay that much attention to trends. I prefer to dress for me and what I like and feel comfortable in, rather than constantly following trends (although it’s great to get some 70s style pieces from the high street at the moment). I’ve always loved vintage, for me it’s all about going to hunt them and never knowing what you’re going to find, that thrill of finding something one-off that no one else has.

LedByLucy-Sara-Waiste-ASOS-Interview-Vintage-BloggerWho are your vintage style icons and what do you think the attraction of them is for women today?

I would say a great vintage icon would be Stevie Nicks, as she not only did (and still does!) have the best style, she’s also an amazing and inspiring woman who has achieved so much. She is just such an empowering female artist.

LedByLucy-Sara-Waiste-Interview-Vintage-Blogger.jpg-2How do you describe your personal style and do you have any key fashion rules?

Seventies style bohemian with a love of patterns and textures. Just always wear what you feel comfortable in, and don’t be afraid to mix it up.

EMBROIDERED_17Next time you feel like channeling you inner Stevie Nicks or want to time-travel back to the early seventies then Sara’s blog is the place to head.

If you enjoyed reading this have a nosy at the People and Projects section of my blog where I regularly feature interviews with inspirational women working within the creative field.

Travel & Places


November 12, 2015

LedByLucy-Nhow-Berlin-BloggerLedByLucy-Nhow-Berlin-BlogLedByLucy-Berlin-Fashion-ASOS-BlogLedByLucy-Food-Blogger-Nhow-BerlinLedByLucy-Nhow-Berlin-Travel-Blognhow-berlin-1LedByLucy-Cru-London-Fashion-BloggerA lunch out with my boyfriend was exactly what I needed after recovering from the flu and working from my bed for a week. The weather had been miserable and so I was skipping down the street when the sunshine showed it’s face for our date.

Our choice of venue was the nhow Hotel in Berlin because on a sunny day the terrace looking onto The Spree is glorious and I was craving some fresh air.

Located between Universal and MTV nhow has a strong musical theme. Guests can hire guitars or amps to be sent to their hotel rooms and there is a huge mirrored recording studio on the top floor. The musical theme continues throughout the bar, restaurant and lobby with grand pianos dotted around and musical lifts (one for jazz, another for pop and so on). While I was ordering my food a fellow customer took a seat at the piano and played a perfect rendition Lana Del Rey’s Video Games which inspired someone else to hopp on stage (yes there is a stage) and have a go on the drums. To me the resemblance between nhow and the set for Live and Kicking is uncanny. It would also be the dream home of a 90’s pop band with its gold pleather seats, curved floors, pink bathrooms and purple mood lighting.

If a 90’s pop aesthetic isn’t your thing, the outdoor terrace really is special in the sunshine with brilliant views of the Oberbaum Bridge. I was so happy sitting there with the sun on my face and a delicious glass of champagne in hand. We ordered the Clubsandwich “Klassik” and Berlinner Currywurst mit Pommes from the vinyl shaped menu which was nice, simple and tasty.

Let me know if you have been or decide to go. Lucy x

Wearing: Rollas Eastern Bandana Hi Neck DressWomen’s Seafolly Georgette Sunglasses (similar mine are vintage), Head Over Heels Sandals by Dune and Willow Weekender by CRU London

Suggested Post: Hotel Living

Fashion & Beauty


November 8, 2015

I recently attended a party hosted by ASOS at Bikini Berlin Garden. Naturally the guests were all looking absolutely fabulous and so I captured some of my favourite looks to share with you…

LedByLucy- Natalia Avelon- ASOS

Natalia Avelon-LedByLucy-Fashion-ASOS Actress Natalia Avelon looked super glamorous wearing ASOS head to toe with a Zara handbag. The warm golds and organges in her outfit really complimented her colouring.

JackieHide-ASOS-LEDBYLUCYModel and Blogger Jackie Hide looked smoking hot wearing an & Other Stories prim and proper shirt mixed with spray on black vintage trousers. Instagram @JackieHide

Leonie Stein-ASOS-LedByLucy-1

Leonie Stein-ledbylucy-fashion-ASOSMarketing Assistant Leonie Stein was an ethereal dream wearing a floral maxi-dress by ASOS. Instagram @lijony

See what I mean? Absolutely fabulous was no exaggeration.

Suggested Post: Paris Part One

Lifestyle and Interviews


October 15, 2015

SEDGE Beswick-LedByLucy-ASOS-Interview-1 I love ASOS. It comes in particularly handy when I’m racing against time to find the perfect fashion fix for an impromptu party. My first step is to look up my ASOS stylist of choice @ASOS_Megan on Instagram to see what she’s been wearing lately, perhaps drop her a tweet if I can’t find the link, then I’ll have a quick browse at the ASOS #AsSeenOnMe hashtag for further inspiration. With next day delivery I can have a quick office fashion show in the morning, select my favourite and return the rest for free. Voilà, I’m all kitted out.

Wowzers, social media has completely changed the way we shop. But who is behind it all? Queue Sedge Beswick, Global Senior Social Media & Stylist Manager at ASOS. I caught up with Sedge to find out more about her role, the pressures that come with managing a 3.3 million strong Instagram account, her career highlights, overcoming #EpicFails and how you too can tweet your way to success…

Tell us a little about your journey to becoming Global Senior Social Media & Stylist Manager at ASOS

I can’t lie, it’s been a pretty fun journey. I actually got into social via a social competition! The entrants had to see who could get the most Facebook friends onto one page within a week, my page was called “Sedge’s Seriously Social Page” and with 8K followers in 7 days, I came in second… and as the lyrics go, “The winner takes it all”. The winner threw an epic competition for Three UK and I thought that was that.

Whilst at university in Nottingham I organised events at a club with a brand strategy that focused on secrecy and mystery. Social played a lead part in the events as it gave us an opportunity for consumers to discover more about the brand, outside of club hours and online. The event was a huge success and off the back of it, I was asked to go to Pretty Polly for 3 months to set up their social. A day or two after graduating, Three UK called and explained that they were setting up a social team, off the back of the competition and my crazy Facebook competition, the winner didn’t take it all, I was offered my first full time job.

Three was incredible, it taught me a ton and most importantly, about the world of mobile which is imperative in today’s world. I had two very geeky years at Three before moving back into the world of fashion (my degree was in Fashion Marketing and Communications at NTU), I’ve nearly done four years at ASOS now, it’s been superb for my development and progression. I’ve learnt a lot and had a few epic fails along the way, that of course, is the joy of social.

ASOS has 3.3m followers on its Instagram feed alone, it must feel daunting to manage such a large account. People are often afraid of using social in case they make a mistake or get it wrong. What do you say to that?

Mistakes are proof that you’re trying! We try to be as relaxed as our 20somethings are when they’re posting onto social, there’s no million and one sign off processes. Social is supposed to be fun, we inject the same level of fun and enthusiasm into our content. I have, however, had one of my biggest social faux pars on ASOS’ Instagram – I was at the NFL, few beers in when I had the “I’m supposed to be looking after ASOS’ Instagram fear. I took my phone out, quickly regrammed a picture of a girl in ASOS jeans with her dog. Threw my phone in my pocket, relieved that I’d remembered to post and carried on drinking/enjoying the game. At the end of the game, I took my phone out my pocket again and felt like Beyonce – I’ve never, ever received to many texts, tweets, WhatsApps, calls… I’d made an epic typo. Instead of saying “Nice ASOS jeans, cute dog too – can we borrow him?”, I’d put “Nice ASOS jeans, cute dog too – can we bottom him?”. Not my finest moment, the call to our customer care team was an interesting one. BUT, we’re only human – these things happen.LedByLucy-Sedge-Beswick-ASOS-Interview-Social-MediaWhat is a typical day like for you at ASOS?

Typically, there’s no such thing as a typical day. ASOS still has a very start up mentality so there’s lots of buzz and excitement, all day, every day. That also means that there’s always a hell of a lot to do so you’ll often be pulled in different directions to deliver the absolute best thing for our 20something audience. A typical day has a lot of meetings, a lot of Diet Coke and the occasional N-Sync song blasting out from someones Spotify account.

What has been the highlight of your career so far?      

Ooo, good question! My biggest highlight was being invited to Number 10, Downing Street to host what they call, an “Inspiration talk” to their digital teams. It was amazing to be invited (& of course, to get the picture outside the door!).

What advice could you give to bloggers that would like to work with ASOS?

Get a social channel, that you love, and keep it up to date. You don’t have to be interested in Fashion, we’re looking for people who are huge lovers of social and really understand the platform, and understand the amount of time it takes to define your tone of voice, create content, engage with your community. I am the ultimate social stalker when I’m recruiting, the worst is when people either don’t promote any social handles or when they do promote them and they’re completely redundant.

I have a real passion for educating people on social, and careers in social so I’ve written a book, 140 Ultimate Twitter LOLs, which is aimed at students and I often mentor and lecture at universities across Europe (currently typing whilst stranded in Florence due to a storm, post talk).

Favourite Instagram profiles and blogs to follow and why?  

I’m all about Instagram, that’s my platform of choice. My favourite accounts are:

  • ASOS_Ashley: Okay, I’m biased but there aren’t enough great streetwear and menswear Instagramers out there. Ashley has a real eye for a strong pair of sneakers.
  • FatJewish: No explanation needed, just look at the feed. That guy has me in stitches, daily.
  • SRSLYsocial: Also, biased but I’ve just launched a t-shirt company focused on social slogans, we’ve got 9K followers in 9 weeks so I’m pretty chuffed and our engagement rates are amazing, our first line sold out in 24 hours. If you haven’t seen the tees yet, check ’em out here.
  • FashionGrunge: Mainly because I’m Kurt Cobain obsessed but also because this account has such a clear aesthetic and interest (that obviously taps into my own).

SEDGE Beswick-LedByLucy-ASOS-InterviewFor those of you that are new to LedByLucy you may want to have a nosy at the People and Projects section of my blog where I regularly feature interviews with inspirational women working within the creative field. You may also like the Fashion and Beauty section which does what it says on the shoe box😉

Fashion & Beauty


October 7, 2015

LedByLucy-ASOS-DressLedByLucy-ASOS-Dress-2Do you have different soundtracks that remind you of certain points in your life? ‘5 Years Time’ by Noah And The Whale feels so apt for me right now. My boyfriend and I used to listen to it when we first got together and wonder what the big wide world had in store for us. We recently celebrated our six year anniversary together and ‘5 Years Time’ just popped up on Spotify after not hearing it for all those years. The memories just came flooding back and we were transported to the start of our relationship.

It’s fun think about where we were six years ago and where we are now, the things that have changed and the things that have stayed exactly the same. It’s also fun to imagine going back in time and asking past Lucy and Nick to guess where they think they would be in six years time. I think we would be pretty happy to hear what our futures had in store for us.

Wearing: TopShop Womens TALL Soft Bonded Trench Coat/ASOS Double Layer Button Through Jaquard Mini Dress/Dune Two Part Block Heel Leather Sandal (similar)/CRU London Willow Weekender Tote bag (use CRU15LBL20 for 20% discount for LedByLucy readers)

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Fashion & Beauty

Fairground Fashion

April 11, 2015

Trips away are lovely but sometimes it’s satisfying to act like a tourist in your own city, this weekend I gave it a whirl with a little bit of fairground fashion.

We went boating on the lake in our local park and I pretended we were in the notebook (obvs). Then we went the the fairground and won some tat that we don’t need and donated it to cute kiddies on the way home. I went dancing in the gay village too and saw friends from college.

It was so much fun to re-discover places that have been sitting right under my nose all along.



Handbag: Starburst reversible tote in coral and silver from Echo Designs. I LOVE this and will be taking it everywhere with me this summer. It is lightweight, foldable and matches just about everything (fab for holiday hand luggage). The coral colour was a little to orangey to go with my red skirt today but the silver side was perfect.

Necklace: On the mark arrow by Stella and Dot in gold a gift from my sisters

Top: Off the shoulder dark blue striped top from H&M (sold out) Matches more than you might think and ever so
comfortable. Find a similar striped top here.

Skirt: ASOS Scuba Midi Skirt (sold out) Find a similar ASOS flared skirt here

Shoes: Black pointed court shoes New Look 


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Fashion & Beauty

Poppy Print Outfit Of The Day

January 26, 2015


Nick and I went out for some lunchtime Bloody Marys this weekend and I decided to pop this poppy print number on.

I often save things for best, this dress included. But today is the best! We are here and alive, that is a good enough reason to celebrate right? I figured we might as well light the expensive candles and drink the special wine too.



My dress is the ASOS Midi Dress in Poppy Print with Full Skirt My heart shaped clutch bag belonged to my sister several years ago and I kind of pinched/claimed it (if you are reading this, sorry sis but you never seemed to wear it). I love having sisters!

Wearing: ASOS Midi Dress in Poppy Print with Full SkirtM&S Pearl Earrings and Blue Court Shoes (similar)