Krissy Turner redefines accessible fashion journalism through her work as Shopping Editor at The Telegraph. With a decade of experience across Britain’s top style publications, she specializes in:
“Real style isn’t about price tags – it’s about understanding how clothes make people feel powerful in their everyday lives.”
Recent recognitions include the 2024 FMA Changemaker Award for boosting BIPOC designers and a PPA Digital Journalism nomination for AR integration. Turner’s work continues to bridge the gap between catwalk aspirations and real-world budgets.
We’ve followed Krissy Turner’s evolution from a determined intern to one of British fashion journalism’s most relatable voices. Over her 10-year career, Turner has carved a niche at the intersection of accessibility and sophistication, championing the democratization of style through her work at The Sunday Times Style, The Mail on Sunday’s You, and currently as Shopping Editor at The Telegraph. Her column – running for four years – redefined how national media approaches high-street fashion reporting, blending trend analysis with practical consumer guidance.
This groundbreaking piece challenged age-based fashion stereotypes through a 12-month ethnographic study of London women. Turner partnered with stylists and psychologists to analyze wardrobe choices across generations, debunking myths like “skirts over 40” through data on modern workplace dress codes. The article’s “Decade Dashboard” – a visual guide to tailoring proportions and color palettes by age bracket – became a viral template for retailers like Marks & Spencer and John Lewis.
Turner’s 18-month investigation into fast fashion’s greenwashing tactics combined undercover factory visits with a 30-brand material audit. Her “Cost-Per-Wear Index” introduced a new sustainability metric adopted by the UK Fashion & Textile Association. The piece’s call for standardized eco-labels directly influenced the British Retail Consortium’s 2024 sustainability framework.
This playful yet practical guide exemplified Turner’s talent for high-low styling. By reverse-engineering catwalk looks from Alexander McQueen’s SS24 collection into £20 DIY costumes, she demonstrated how editorial fashion translates to real-world wearability. The article’s TikTok integration (30-second makeup tutorials) drove a 217% traffic spike from Gen Z readers.
Turner prioritizes brands redefining affordable fashion through tech or sustainability. A successful pitch might highlight Uniqlo’s new AI-powered sizing algorithm or &Other Stories’ rental program. Her coverage of H&M’s blockchain-tracked collection [Article 2] shows she values verifiable claims over vague eco-statements.
Pitches should emphasize adaptive clothing that serves multiple demographics without “age ghettoization.” Turner’s Zara adaptive wear feature [2023] praised hidden magnetic closures and adjustable hems that appeal to both seniors and new mothers.
She seeks British interpretations of international movements. The viral “Copenhagen Curves” piece [2024] analyzed how UK plus-size influencers adapted Scandinavian minimalism, driving 38K social shares.
Turner favors drugstore products validated by dermatologists. Her “£5 Retinol Revolution” story [2023] featured Boots’ No7 line tested against luxury counterparts in a 12-week blind study.
Unlike many fashion journalists, Turner rarely covers celebrity lines unless they offer innovative accessibility features. Her 2024 critique of Rihanna’s Savage X pricing emphasized the “real women” angle over star power.
At PressContact, we aim to help you discover the most relevant journalists for your PR efforts. If you're looking to pitch to more journalists who write on Fashion, here are some other real estate journalist profiles you may find relevant:
