Sam Willoughby is a London-based stylist, art director, and creative consultant with over 20 years of experience in fashion, spanning editorial, commercial, celebrity, catwalk, lookbooks, e-commerce, and branded content.

She began her career as Fashion Editor at Arena Homme Plus then POP Magazine, before moving into freelance styling and contributing to some of the industry's most influential publications, including i-D, Ponystep, Glass Magazine, Wallpaper, Sunday Times Style, GQ, and German Flair.
With a background in Fashion Design, Sam brings an intuitive understanding of silhouette, colour, and texture, grounding her creative approach in both aesthetic sensibility and technical knowledge.

After more than a decade working across editorial and commercial projects, Sam took on in-house roles at ASOS, first as Lead Creative Stylist, then as Creative Lead, where she helped shape the brand’s visual output across high-volume e-commerce, campaigns, and content, developing a strong understanding of how to balance creativity with commercial objectives.

Her practice has since evolved to encompass art direction alongside styling, allowing her to bring a holistic, concept-driven perspective to branded storytelling.

Sam has worked with brands including Erdem, Reebok, Agent Provocateur, Burberry, Stella McCartney, John Lewis, Harrods, Fabris Lane, New Look, River Island, and ASOS, as well as Haagen‑Daaz, and Qatar Airlines.

She is also the founder of Another Now. A curated platform for sustainable, ethical, and inclusive fashion, reflecting her long-standing commitment to conscious creativity and representation within the industry.

Known for her refined eye, collaborative approach, and editorial sensibility, Sam brings a thoughtful, story-led perspective to every project she works on.