A Day In Her Shoes: The Thrills of Fashion Stylist, Illyanna Gherbin

Meet Illyanna Gherbin; a freelance stylist and personal shopper, as well as a mother of two. Her services range from sourcing high value/rare pieces, curating clothes for photo shoots to doing wardrobe edits for clients. She walks us through her average day in Soho, through the eyes of a stylist….

But first, coffee

After completing the school run, I retreat to the haven of Soho Grind (19 Beak St, Carnaby, London W1F 9RP) to look at the day’s agenda. Checking and responding to emails, sourcing sought-after pieces and making calls to hold pieces in advance of collection. Every day is different and usually with a tight deadline so efficiency is key. Charged with a punchy strong coffee and a quick breakfast, I plan my route for the day. This place is also a great shout in the evening as there is a cocktail bar in the basement, for when I need a little bit extra in that much needed coffee!

On the run

Showrooms are plentiful in Soho and collecting and returning items that are being used for shoots is a given. A favourite stop of mine for contemporary designer fashion is Machine-A (13 Brewer Street, London W1F 0RH) offer beautifully crafted pieces from artisans of fashion, and they double as a boutique and showroom so great for both private clients and photoshoots.

I get a lot of steps in with my job! With everything within walking distance and usually the fastest option, trainers are the only thing I can wear in the day. That said, I always keep heels in the bag in the case of any impromptu events!

Let’s shop!

In my role as a personal shopper, I am always on the hunt for something for a client. Whilst sourcing pieces online is convenient, I will always search additionally in shops, as there’s usually different stock available. Soho is a fantastic place to source pieces – from the big high street flagships for the limited edition pieces, to the designer boutiques for the luxury pieces – not forgetting the vintage stores to get hold of  those unique piece; it’s a one stop shop!

Through the rails

Recently, I have really been pushing for clients to shop more sustainably. Trawling vintage shops is a big passion of mine and the joy I get from finding a unique piece for a client who usually shops luxury fashion is exhilarating. Reducing fashion’s footprint is something we can all do and buying vintage is a great way to do so. Goldsmith Vintage (121-125 Charing Cross Road, London WC2H 0EW ) is fantastic for bargains or specific retro era pieces; leather jackets, beaded dresses, designer blazers, all for £12.95 or less!

New guys on the block

I am constantly searching for new shops to source pieces from. Visiting them is part of my daily research. Over the past 2 years, we have seen the shopping landscape change rapidly as premises have collapsed under the pressure of the pandemic. What has been amazing and shows the resilience of this city are the new shopping locations that are cropping up. Dunno Curated (8 Berwick St, London W1F 0PP) is a fantastic addition to Soho. Launched in July 2021 under young and innovative ownership, it incorporates vintage as well as art and music, presenting itself as more of a lifestyle brand than your typical vintage outlet. There you’ll find high end luxury designer pieces, retro t-shirts and limited-edition trainers. Beyond Retro (19-21 Argyll St, London W1F 7TR) a well known and loved vintage store, which first launched in 2002 and has long been a favourite haunt for your average vintage lover. With super friendly staff and a vast collection, you’ll be walking out with a purchase and a smile.

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This article was originally published in the Spring issue of My Soho Times magazine.

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