About: Irina Smith

Personal shopper, stylist in London and online. Fashion blog. Fashion Direction works with designer brands, High Street shops and vintage items. Also, we are able to choose a wardrobe for you online via email, selecting items from online shops.

Recent Posts by Irina Smith

People who wanted a slice of the Duchess could afford it at just £48

“The helicopter will take off so it will be noisy in a minute but I still can hear you!” – that’s how I started my phone interview with Belinda Scott, the founder of the Heavenly Necklaces. Her jewellery brand combines in her designs, British and European cultural and historical heritage with contemporary statement jewellery trends. In her pieces she uses cubic zirconia instead of...

Rosie Ruck Keene: “Our clothes are practical as well as stylish”

Sisters Lucia and Rosie Ruck Keene launched their fashion brand TROY London just a year ago but this casual luxury brand is receiving recognition and is making its way to the fashionistas wardrobes. - How did you decide to launch TROY London?  - My sister Lucia and I were spending time in the countryside on weekends which we both like. We both were working hard in...

Alice Beaumont: “I wanted to create scents that remind me of the English country garden”

If you would like to recreate English heritage scents at home, you definitely should try ‘FEU de BEAUMONT’ scented candles and home accessories. Started as a hobby, this brand has now expanded outside globally. These candles were firstly adored by British high society and are now featured in high fashion publications. - All of my products are inspired by the interesting wares and artifacts...

Natasha Rufus Isaacs: “We do beautiful products with a strong social impact”

“Are you looking for Nats?" Lavinia asked me as soon as I came into their very own Beulah London store in Belgravia. Yes, they are extremely friendly and informal at Beulah London unlike what you may think of girls born into high society. They are ambitious and hardworking ladies, and Lady Natasha Rufus Isaacs is simply known as 'Nats' regardless of her title. Beulah...

Tessa Packard: “My jewellery is everything that inspires me”

I came across Tessa Packard's jewellery collections and absolutely felt in love with them! Her pieces are literally yummy and girly, definitely outstanding and I'm sure her young brand will get its place in the jewellery market. Her items are contemporary and statement and designed to express your personality. -          How did you get an idea to launch a jewellery brand? I’ve always had a...

Smoking slippers

Inspired by 19th Century Opera Gentlemen's smoking slippers these luxurious and comfortable flats have been adopted by Ladies and have became one of the favorite footwear since. Initially these shoes were created to keep their owner comfortable during hours spent in theatre, out and about. Complete look by smoking jacket and you will get the average gentleman's look. Add smoking cap and a cigar and...

Mini skort

I love practical clothing. Skort is such a great creation, combining two summer favorites at all times: shorts and a mini skirt. You can wear it day and night, on a festival, casual wear and clubbing - it will go almost everywhere. What is skort: a skirt or shorts? You decide! However, this item is staying favorite in many wardrobes, from schoolgirls to celebrities, from street style...

Espadrilles

My favorite summer shoes ever are espadrilles and cork shoes. I think it hard to create any more summery and relaxing shoes than that.

Espadrille shoes will go either as a nautical wear for your holiday look with dress, skirt, cropped trousers and jeans or even as a workwear in a summer heat.

Wear them flat, heeled or on a platform...

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