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Celebrating Fashion Week with Tamara's favourite looks

posted on Wednesday, 11th February 2015 | find under Tamara, Fashion
Since Sweaty Betty’s origins back in 1998, it has been a brand equally focused on fitness and fashion. Today, Tamara’s Fashion Edits are a way for the founder Tamara Hill-Norton to demonstrate her favourite ways to play with contrast silhouettes and mix signature pieces designed for different disciplines. These looks combine the best of technical and luxury fabrics, edgy prints and elegant colourways. They stand out in the studio and are unexpected on the street. 

“For Sweaty Betty, sporty fashion is about looking just a little undone,” says Tamara. “It’s effortlessly chic and confidently quirky – and as such it captures the eccentricity that has put British style icons in the spotlight.” 

Tamara often talks of her 14-year-old daughter Daisy, whose daily dressing tactic consists of reaching into her wardrobe and throwing on whatever she touches first. Yet she always emerges looking cool. She holds herself with confidence. She represents an evolution of fashion that is unconcerned with perfectly matched separates and complementary accessories. 

Like her mum, Daisy also takes inspiration from Instagram. Favourites on her follow list include Rita Ora, Jourdan Dunn, Suki Waterhouse and Montauk surfer Quincy Davis. A common link between these icons is a love for laid back trainers and a mismatch of high fashion with everyday comforts. 

A recent holiday to Marrakech highlighted just how much a care-free aesthetic appealed to Tamara’s friends. Her travel cohorts loved the way she layered shades of grey with the Ardha Yoga Harem Pants and Flow ‘You Give Me Butterfies’ Vest. A fusion of cultures also came to the fore, with Middle Eastern inspired trousers blending beautifully with the statement English slogan top.  

“Perhaps this all points to the idea that we shouldn’t think too much when choosing our outfits,” says Tamara. “Feeling and intuition can be even more important than reason when presenting a new look.” After all, it’s the element of emotion that fashion designers will hope to elicit when New York launches the worldwide Fashion Weeks this Thursday. 

Click here to read more about Tamara’s Fashion Edits and shop her favourite looks of the season. 
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