Sam Willoughby is a London-based stylist and art director with over 20 years of experience in fashion.
Sam’s overarching vision is rooted in authenticity, connection, beauty, storytelling, & she brings a thoughtful, editorial sensibility to every project.
Having previously studied a degree in Fashion design she has an intuitive understanding of form, colour, shape & texture.

Sam began her career in editorial styling, as Fashion Editor of Arena Homme Plus and the POP Magazine, as well as contributing to influential publications such as i-D and Ponystep. Over the years, Sam has built a diverse portfolio spanning editorial, commercial, celebrity, and e-commerce work.

Her most recent roles were Lead Creative Stylist and Creative Lead at ASOS. She is also the founder of her own curated fashion platform.
She therefore has a deep understanding of how to balance creativity with commerciality.

She is driven by a desire to celebrate individuality in an empowering way and is passionate about sustainability, inclusivity and representation.

Publications include: POP Magazine, Arena Homme Plus, Wonderland, Wallpaper, GQ, Sunday Times Style, German Flair.
Brands include: Reebok, Agent Provocateur, Burberry, Stella McCartney, John Lewis, New Look, River Island & ASOS.