Women's Fashion | E-cquisitions

Understated pieces for an impeccably elegant wardrobe

A one-stop e-shop for timeless, understated fashion

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Understated pieces for an impeccably elegant wardrobe

July 14 2011
Lindsay Macpherson

The perfect crisp white shirt, the go-with-everything T-shirt and the ultimate all-weather trench: it was the search for these maddeningly elusive yet perennial style staples that led two anonymous fashion insiders (one a stylist and fashion journalist, the other a fashion marketing/PR consultant) to launch The Style Director. An affiliate site that pulls together pieces from over 100 online retailers, including Browns, Luisa Via Roma and Net-a-Porter, the website aims to become a one-stop shop for all that is classic, timeless, neutral and understated.

Curated by the founders, the result is a whittled-down selection covering 11 categories, with just five pieces in each: one “hero” piece selected by contributors such as Parisian perfume designer Inès de la Fressange and MyWardrobe founder Sarah Curran, and four alternatives to suit differing tastes and body shapes. The pencil skirt (“slim skirt”) category, for example, contains The Row’s ladylike silk-lined camel number (£310), a directional choice from Giambattista Valli (a sharply cut tweed-print knee-length number (£730) as well as a more pared-down and fitted, black Miu Miu skirt (£315). Classic court shoes come in a choice of five heel heights ranging from Nicholas Kirkwood’s skyscraper (£515) to Tabitha Simmons’ demure black kitten heels (£569).

The site has an altruistic angle too: 10 per cent of The Style Director’s profits will be donated to The Cambodian Children’s Fund, which aims to provide healthcare, education, job training and leadership-development programmes to Cambodian children.