The Fashion Industry Insider Who Became Your Personal Stylist

For 20 years, I’ve been designing the clothes and accessories you see on the high street. Now, I’m the only personal stylist who knows exactly why they work – and how to make them work for YOU.


Hi, I’m Laura Davies – fashion designer turned personal stylist, and the bridge between what designers create and what actually works in your wardrobe.


Why My Background Changes Everything

While other stylists guess at fit and fabric, I know. I’ve spent two decades collaborating with major high street retailers, understanding garment construction from the inside out. I know why certain cuts flatter, how fabric choice affects drape, and which “trends” are actually worth your investment.

This isn’t theoretical knowledge – it’s hands-on experience from someone who’s been in the design rooms, worked with factories, and understands the fashion industry from production to your closet.


The Difference Experience Makes

Since launching Laura Davies Styling in 2020, I’ve combined my design expertise with personal styling qualifications from London College of Fashion. The result? A completely different approach to styling that goes beyond surface-level advice. Trusted by luxury retailers including Harvey Nichols, Selfridges, and Mint Velvet, I bring insider access and industry relationships that elevate your styling experience without breaking your budget.

My Signature Approach

What sets me apart isn’t just my background – it’s how I use that knowledge to create cohesive capsule wardrobes of 20 high-quality pieces that style into 50+ stunning outfits. These aren’t quick fashion fixes; they’re strategic investments based on insider knowledge of what actually lasts. Because I’m still actively designing for the high street, I stay ahead of trends and market insights, helping you shop smarter and invest in pieces that work harder for your lifestyle.

Working Together

Whether you need color analysis, body shape guidance, occasion styling, or a complete wardrobe transformation, you’re getting more than styling advice – you’re getting 20 years of fashion industry expertise tailored specifically to you.

Ready to work with someone who truly understands both sides of fashion?

What people are saying

  • Clair C

    “What an absolute revelation! Laura explained which colours suited my eye, skin and hair colour, followed by endless styling tips to suit my figure, age and wardrobe goals.

    I can’t thank Laura enough for her honest advice and expertise, for boosting my confidence, for taking me outside of my comfort zone and above all for making the process so much fun!”

  • Anna M

    “My journey with Smook started with hosting a ‘Fizz, Fashion & Friends’ styling party… We all had such a fun and informative evening and each of us left with the confidence to go out and purchase clothing items that best suited us.

    The personal styling services I have received from Laura have undoubtedly given me a newfound confidence. Clothes really are an expression of yourself and before I met Laura I’d completely lost my way, now I feel like I’ve found ‘me’ again. “

  • Claire R

    “After a Wardrobe Detox with SMOOK, I feel so much more confident in my wardrobe – you have literally given me a new lease of life and I can’t thank you enough. I actually look forward to getting dressed in the morning now, and can’t wait to put my capsule wardrobe together for my holiday – how things have changed!”

  • Sarah W

    “I recommend laura to absolutely everybody!

    After having my second baby my body shape changed and I felt like nothing looked good on me. Laura took the time to get to know exactly what I needed and what would best suit my body shape.

    She helped me to understand what items flattered me and how to dress up or dress down other key items.

    I love my new wardrobe and newfound confidence in dressing each day! “

  • Claire D

    “I have received lots of lovely compliments since I started wearing the clothes you picked out for me. I feel super lucky that the instagram algorithm connected us! You truly have helped me rediscover my style and gave me the extra confidence boost I needed as I started my new position at work. I appreciated the the time you took to get to know me and understand what I needed from my new wardrobe, as well as carrying my colour chart in my handbag I will carry your wise words in my head as I go shopping!”