John Lewis launches free one-to-one personal styling advice online for fashion seekers in lockdown

The department store has adapted its fashion and home styling advice services so customers can be guided without leaving the sofa. Stephanie Smith reports.
A look from the new collaboration between John Lewis & Partners and contemporary fashion brand Mother of Pearl launching April 22.A look from the new collaboration between John Lewis & Partners and contemporary fashion brand Mother of Pearl launching April 22.
A look from the new collaboration between John Lewis & Partners and contemporary fashion brand Mother of Pearl launching April 22.

John Lewis has transformed its popular in-store personal styling and shopping services this week, taking them online for the first time to meet the evolving needs of Britain in lockdown.

Free screen-to-screen appointments with one of the store’s team of expert Partner stylists will provide advice, inspiration and support to guide customers seeking advice on new looks and must-have fashion pieces for the summer and beyond.

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The service aims to help anyone sorting through their wardrobe, feeling unsure of what shapes and colours are on-trend or that might suit them, or perhaps needing help in deciding what to keep, what to throw and what to give to charity.

Leeds John Lewis Partner stylist Emily Gray will offer one to one video consultations via Instagram @jl_emilygLeeds John Lewis Partner stylist Emily Gray will offer one to one video consultations via Instagram @jl_emilyg
Leeds John Lewis Partner stylist Emily Gray will offer one to one video consultations via Instagram @jl_emilyg

John Lewis & Partners personal stylists Victoria Thewlis and Emily Gray are part of the Leeds team offering personal styling sessions of up to 30 minutes from their homes. Emily says: “If you are anything like me, you will have been using this time to have a wardrobe detox and declutter. Sometimes it can be so stressful. You don’t know what to keep. Maybe you just want help to know what items will serve you for the seasons to come. I will be 100 per cent honest with you, with what works for you and what doesn’t, look at your body shape and at the colours, and I'll be able to whittle it down to pieces that work for you for this season, for next, and also if you need help with any bits and pieces to help pull that wardrobe together. It’s just an informal chat about your wardrobe.”

There will be guidance on key staples and tips to help streamline wardrobes, with stylists helping clients rediscover items they already have so they can build new outfits using them. The appointments can be taken via Instagram video, phone call or video call.

The Virtual Styling and Wardrobe Advice service from the John Lewis Style Studios is bookable via the individual personal stylist’s John Lewis Instagram account, and the stylists will follow up the appointment with an email detailing all that was discussed. They will also be hosting style Q&As on their Instagram accounts and sharing useful and inspirational styling content.

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There is also a Virtual Nursery personal shopping service for parents-to-be, so advisors can answer questions, discuss the best products and help them navigate all the information and advice on essentials during a one hour video call. Following the call, further information and a personalised shopping list will be emailed to help with the preparations new parents are making from home.

Victoria Thewlis, John Lewis Leeds store personal stylist @jl_victoriatVictoria Thewlis, John Lewis Leeds store personal stylist @jl_victoriat
Victoria Thewlis, John Lewis Leeds store personal stylist @jl_victoriat

Meanwhile, the Virtual Home Design service offers interior advice with a home design stylist providing home inspiration, support and advice - ranging from repurposing ideas and tips to make space more comfortable, creating a space that is flexible for work and feels like a sanctuary right now or to tackle a new interiors project. During a one hour video call customers can walk and talk through their spaces and discuss inspiration. The stylist will spend some time pulling together a mood board, ideas and shopping list, sending directly to a customer following the call.

Further services, inspirational talks and learning sessions are also planned to launch at the end of April. Find out more on the John Lewis “Partners Through it All” Hub at

https://www.johnlewis.com/content/your-partners-through-it-all

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Editor’s note: first and foremost - and rarely have I written down these words with more sincerity - I hope this finds you well.

A look from the new collaboration between John Lewis & Partners and contemporary fashion brand Mother of Pearl launching April 22.A look from the new collaboration between John Lewis & Partners and contemporary fashion brand Mother of Pearl launching April 22.
A look from the new collaboration between John Lewis & Partners and contemporary fashion brand Mother of Pearl launching April 22.

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