Sarah Willcocks is a UK-based journalist and business leader whose work intersects fashion innovation, eCommerce strategy, and workplace inclusivity. Currently contributing to Rolling Stone UK, she brings a tech-forward lens to cultural reporting, informed by her dual roles as Managing Director of LGBTQ+ platform myGwork and former CEO of eCommerce agency Screen Pages.
“Journalism, like eCommerce, thrives on understanding human needs before they become obvious.” — From her 2023 talk at London Tech Week
With accolades including the 2018 Amazing Women in eCommerce award, Sarah’s work remains essential reading for brands aiming to align profit with purpose. Her upcoming Rolling Stone UK piece on AI-designed adaptive clothing exemplifies her knack for spotting industry-shifting trends.
Sarah Willcocks’ career spans over two decades, blending technology, business leadership, and fashion journalism. Her journey began in the tech sector during the late 1990s, where she sold software and hardware during the early days of internet commercialization. This foundation in tech-driven commerce paved the way for her pivotal role as CEO of Screen Pages, a UK-based eCommerce agency she acquired in 2008[2]. Under her leadership, the company specialized in helping brands adopt innovative online strategies, particularly in payment systems and personalized fulfillment—a foresight that aligns with current consumer demands[2].
In 2018, Sarah’s expertise earned her recognition as an Amazing Women in eCommerce Honoree by Yotpo, highlighting her contributions to shaping digital retail landscapes[2]. By 2025, she expanded her impact as Managing Director of myGwork, a LGBTQ+ professional platform, where she spearheads initiatives to create inclusive workplaces through technology[6].
This reflective piece merges personal narrative with cultural commentary, exploring how global events like the Fukushima disaster influenced fashion sustainability. Sarah critiques fast fashion’s environmental toll while spotlighting emerging designers using recycled materials. The article’s blend of memoir and advocacy set a precedent for her later work on ethical consumerism.
Focusing on Australia’s unique textile innovations, Sarah analyzes brands leveraging native botanicals for eco-friendly dyeing processes. She interviews designers collaborating with Indigenous communities, emphasizing cultural preservation in fashion. The piece remains a benchmark for discussions on localized supply chains.
This provocative essay deconstructs Asian stereotypes in Western fashion media, citing examples like 2010’s controversial “Dragon Lady” runway trends. Sarah challenges designers to move beyond tokenism, advocating for authentic representation—a theme that resurfaces in her later writing on workplace diversity.
Sarah prioritizes stories that detail measurable environmental impact, such as carbon-neutral logistics or blockchain-backed supply chain transparency. For example, her 2011 article quantified water savings from organic cotton adoption. Avoid vague “eco-friendly” claims; instead, provide data on new fabric technologies or partnerships with climate startups[3][8].
Her coverage of myGwork’s AI-driven recruitment tools demonstrates interest in tech’s role in social equity. Successful pitches might explore VR fitting rooms reducing returns or AR tools for adaptive clothing design. Reference her analysis of payment systems in eCommerce to align with her focus on user-centric tech[2][6].
Sarah consistently amplifies entrepreneurs from marginalized communities, particularly LGBTQ+ and Indigenous founders. When pitching, emphasize intersectional narratives, like a transgender-owned sustainable brand or a First Nations tech startup. Her “Yellow Peril” article’s critique of cultural appropriation makes this a sensitive but fruitful area[8].
“We’re prepared to take risks and help businesses set themselves apart.” — Sarah Willcocks on customer success in eCommerce[2]
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:
