Jo Atkinson
Jo Atkinson turns fashion editing into clear, service-led guidance, using styled shoots and tightly curated shopping edits to make high-street trends feel wearable and achievable for Prima’s audience. As Fashion Editor at Prima, she focuses on fashion and shopping across print and digital, moving from must-have high street buys to seasonal investment pieces that build a capsule wardrobe rather than one-off outfits. Her work is anchored in long experience in the fashion industry and a consistent emphasis on outfit-building, price awareness and practical styling ideas.
Fashion editor shaping Prima’s style pages
Atkinson is Fashion Editor at Prima, responsible for the magazine’s fashion and shopping coverage. She works across print and digital, ensuring that the fashion pages deliver coherent outfit suggestions as well as individual product picks.
She has spent more than six years creating Prima’s fashion pages, after initially working within a wider lifestyle fashion remit that covered Prima, Good Housekeeping and Red, with Prima as her core focus. Her role includes shooting Prima’s main fashion stories and compiling the shopping pages, so she oversees both the visual storytelling and the detail of what ends up on the page.
That combination gives her coverage a consistent structure: a styled narrative supported by clear, shoppable recommendations.
Before concentrating on Prima, Atkinson worked as a deputy fashion editor at Good Housekeeping and then as fashion editor for a lifestyle hub spanning multiple magazines. She has been at Hearst for around a decade, and her author biographical material credits her with over 20 years in the fashion industry. Across that time she has developed a particular strength in spotting trends, understanding how outfits work together and guiding readers in how to shop for specific styles rather than isolated items. This background shows through in Prima’s fashion pages, where her edits rarely present pieces in isolation and instead emphasise how they fit into a broader wardrobe.
High-street buys, capsule wardrobes and seasonal edits
Atkinson’s coverage centres on accessible high-street fashion, from supermarket and department store collections to mainstream brands, positioned as realistic wardrobe updates rather than aspirational runway looks. Her author biography describes a remit that runs from “must have high street buys” to “seasonal investment pieces for your capsule wardrobe”, which is reflected in the balance between quick updates and longer-term staples in Prima’s fashion content. She writes about pieces such as Marks & Spencer’s pure cotton broderie co-ord, presenting it as a polished alternative to a summer dress and using the headline itself to signal fabric, cut and occasion in a single, practical frame.
Her edits often group items around a clear use-case - seasonal layering, occasion dressing, or everyday capsule updates - rather than just listing what is new.
Price consciousness is a recurring theme. Zinio tables of contents credit Atkinson on “ALL £25 & UNDER” features, where she helps compile selections of fashion buys that sit under a specific price threshold. The Prima fashion editor blurb in a library listing describes her bringing “great high-street buys, inspiring styling ideas and purse-friendly wardrobe favourites”, underlining that her fashion pages are built to be shopped within a realistic budget. Across these strands, she positions capsule wardrobe thinking alongside affordability, creating edits that show how a small number of pieces can refresh a look without requiring a wholesale wardrobe overhaul.
Visual storytelling and location shoots
Atkinson’s fashion coverage is as much about how clothes are seen as what they cost. Her author page notes that she loves working on location and is at her best when travelling to shoot fashion stories with a team of photographers, models and hair and make-up artists. She shoots Prima’s main fashion stories, which gives her control over how outfits are styled, lit and framed, and ensures that the imagery matches the shopping guidance on the page.
This role places her at the intersection of styling, production and journalism, and results in fashion features where the visual narrative is tightly aligned with the written advice on how to wear and buy each look.
Across Prima’s fashion output, that approach produces a recognisable blend: location-based shoots that feel aspirational but remain grounded in high-street pieces, followed by shopping pages that break each look down into affordable components.
Atkinson’s long-standing experience in the industry supports this, allowing her to balance trend-led styling with an understanding of fit, fabric and everyday practicality. The result is coverage that consistently translates broader fashion movements into clear, budget-conscious edits designed around capsule wardrobes, supermarket and high-street finds, and styled shoots that show those choices in action.
4 more fashion journalists.
Adam Cheung
Adam Cheung is a style writer at British GQ with a specialist focus on sneakers, streetwear and menswear product coverage. He treats sneakers and streetwear as culture and design objects, writing about individual models, new silhouettes and the details that make them stand out. His work spans men’s style, watches and grooming, keeping attention on how people can wear and buy into emerging trends. He produces service-led shopping edits on shoes, bags and accessories, built around clear recommendations and concise reasoning. He covers brands and market trends with an emphasis on wearable takeaways for everyday style and occasion dressing. His British GQ features are republished across international GQ editions, and he runs Typed Hype, an Instazine dedicated to sneaker culture, extending his coverage across mainstream menswear, niche releases and culture-facing commentary.
Alexandra Fullerton
Alexandra Fullerton is a freelance stylist and fashion writer for The Telegraph, known for turning professional styling methods into simple, practical rules for dressing. She covers outfit formulas, wardrobe edits, seasonal dressing, tights, festive knitwear, high-street fashion, smart shopping and investment pieces. Her advice focuses on what to keep, what to buy and how to wear it in real life, rather than fashion news or abstract trends. She draws on a long career as a fashion director and editor at Stylist and Glamour, styling shoots and working with actors, musicians and presenters. She also styles commercial campaigns and individual clients. Fullerton writes fashion books, including guides to everyday dressing and Chanel bags, and runs the My3Words shopping concept based on her three-word method.
Alexandria Dale
Alexandria Dale specialises in turning celebrity style and emerging trends into affordable high street shopping guides. She is Digital Fashion Writer at Cosmopolitan UK, covering fashion news, trend analysis and product-led features. Her beat includes seasonal colours, fabrics, transitional dressing, polished looks on a budget, sustainable fashion and new brands. She finds high street alternatives to luxury pieces and identifies trends worth investing in, with a focus on fit, fabric, versatility and repeat wear. Her guides often centre on one trend or wardrobe staple, with specific buys under a clear price cap. Recent work includes Victoria Beckham-inspired burgundy leather midi skirts, Primark wide-leg trousers, M&S argyle jumpers and Primark home delivery. She has six years of fashion journalism experience across digital and print titles, including Glamour and Ok!, and reports with practical styling advice and product detail.
Alice Reynolds
Alice Reynolds is a writer and production journalist on The Independent’s IndyBest shopping desk who tests accessible supermarket and high-street products in real life. She focuses on fashion, beauty, food and fitness, reviewing supermarket food and drink, protein bars and creatine supplements, and high-street clothing and beauty launches. Her beat spans supermarket staples such as dark chocolate, pizzas, Easter eggs and Greek yoghurt, plus workout snacks and performance supplements, and value-led fashion like viral jackets, wrap skirts and beauty advent calendars. She runs comparative “best of” round-ups that weigh flavour, texture, thickness, quality, price and usefulness, using hands-on trials and taste tests. Her reporting is plain, practical and grounded in repeated supermarket and high-street testing, informed by interests in food, fitness and lifestyle shopping and earlier experience across travel and news formats.