Anne-Marie Curtis

Career Trajectory: From Wallpaper* to Sustainable Innovation

• 1990s Foundations: Curtis began as a founding member of Wallpaper*, establishing its avant-garde aesthetic as fashion director.
• ELLE Evolution (2004–2017): Joined ELLE UK as fashion director, elevating its visual language and commercial partnerships.
• Editor-in-Chief Era (2017–2021): Revitalized ELLE UK with a 7.5% circulation increase through millennial-focused rebranding and sustainability initiatives.
• The Calendar Magazine (2021–Present): Founded this sustainable glossy, merging luxury with environmental accountability.

Defining Works: Articles That Shaped Fashion Discourse

• Anne-Marie Curtis' February '19 Editor's Letter: Be More ELLE in 2O19

This manifesto announced ELLE UK’s commitment to sustainability, pairing pregnant model Slick Woods with data on textile waste. Curtis framed environmentalism as aspirational rather than punitive, driving luxury brands like Stella McCartney to adopt circular design principles. The issue’s commercial success (12% ad revenue growth) proved sustainability sells.

• The Stormzy Cover

By featuring Stormzy alongside emerging Black designers, Curtis challenged industry tokenism. The portfolio highlighted systemic barriers in fashion education, prompting the British Fashion Council to expand mentorship programs. The viral cover generated 2.3M social impressions, demonstrating cultural relevance drives engagement.

• When AMC Met FLOTUS

Curtis’ interview with Michelle Obama blended policy and personal style, analyzing how the former First Lady used fashion as diplomatic tool. The piece coincided with the Becoming book tour, achieving ELLE UK’s highest single-issue sales that quarter. It set a template for political profiles that avoid partisan traps.

Pitching Anne-Marie Curtis: Strategic Insights

1. Lead With Sustainable Innovation

Curtis prioritizes projects demonstrating measurable environmental impact. Pitch circular production methods or material science breakthroughs, like her coverage of mushroom leather in handbags. Avoid generic “eco-friendly” claims—provide third-party certifications or partnerships with organizations like the Ellen MacArthur Foundation.

2. Amplify Underrepresented Voices

Her Stormzy cover exemplifies interest in systemic change over performative diversity. Successful pitches highlight initiatives addressing education access or supply chain equity, such as her profile on Ghana’s Revival Collective empowering female artisans.

3. Luxury With Purpose

She bridges high fashion and social responsibility, as seen in her Louis Vuitton x UNICEF collaboration feature. Pitch brands reinvesting profits into community programs or redefining luxury through ethical practices.

Awards and Industry Recognition

• BSME Editor of the Year Nominee (2018): Recognized for ELLE UK’s circulation growth amid industry declines, judged by the British Society of Magazine Editors.
• Evening Standard Progress 1000 (2018): Listed among London’s most influential figures for advancing sustainable fashion discourse.
• The Calendar Magazine Launch (2021): Praised by Business of Fashion for proving sustainability and luxury compatibility, driving 40+ brands to adopt its editorial guidelines.