Sian Babish
Sian Babish is an eCommerce journalist and Commerce News Updates Editor at People, focusing on fashion, beauty, and style-led shopping coverage across major retailers.
She has covered consumer products for more than 10 years and written roughly 1,900 shopping articles, giving her fashion and shopping stories a depth of price and product awareness that goes beyond a typical trend roundup.
Her work centers on deal-driven guides to clothing, accessories, footwear, and everyday essentials, with an emphasis on clear pricing, discount details, and accessible brands that align with the way people actually shop online.
Amazon fashion and major sales events
A recurring focus of Babish’s beat is fashion and accessory coverage tied to Amazon and other large e-commerce platforms, particularly around high-traffic sales moments.
In pieces like “Best Amazon Fashion Deals on Summer Tops, Shoes, and More” and “9 of Amazon’s Best 4th of July Sales for Up to 80% Off,” she packages dresses, tops, shoes, and other wardrobe staples into curated lists that foreground the size of the discount and how far prices have dropped.
Her article on Kate Spade purses and wallets, assembled around Prime Day deals starting at $41, shows how she treats designer and contemporary labels within the same commerce framework: calling out starting price points, noting markdowns, and grouping items by use case, such as everyday totes versus smaller wallets and crossbody bags.
Across these sale roundups, she consistently organizes fashion coverage around retailer events and seasonal timing—Prime Day, 4th of July sales, and other limited-time promotions—so that readers can quickly see which categories and brands are most compelling at that moment.
Swimwear, vacation outfits, and warm-weather style
Babish frequently turns her commerce lens onto swimwear and travel-ready outfits, foregrounding affordability and versatility for warm-weather wardrobes.
In “These 4-Piece Outfits for Summer Getaways Are All Under $50,” she groups coordinated sets that can cover multiple vacation scenarios—daytime exploring, casual dinners, or resort wear—while making the under-$50 price ceiling central to the story.
Her coverage of one-piece swimsuits, such as a built-in-bra style highlighted at a $40 price point on Amazon, balances functional details (support, coverage, construction) with the headline deal, positioning swimwear as both fashion and performance apparel.
Even outside strictly fashion categories, she uses similar framing in experiential pieces like “It’s My First Summer with a Pool! Here’s What I Bought at Amazon to Make Everything Go Swimmingly,” building a narrative around a specific life moment and then mapping swim and poolside purchases to that context.
Footwear, outdoor gear, and performance brands
Footwear and performance-oriented apparel are another steady thread in Babish’s work, often covered through the lens of well-known technical and comfort brands.
Her deal story on Skechers slip-on sneakers marked down to $61 focuses on ease of wear and everyday comfort, while centering the markdown and current price so that the value proposition is immediately clear.
In coverage of REI’s winter sale, she brings fashion and utility together by spotlighting brands like Patagonia, Hoka, and The North Face within an overarching sale story, showing how outerwear, trail shoes, and cold-weather layers fit into a broader apparel-buying moment.
These pieces sit at the intersection of fashion and function: she treats performance labels and outdoor gear as part of the same shopping beat as dresses or handbags, but still calls out the technical reputations of those brands and the magnitude of the discount event.
Home, everyday essentials, and consumer expertise
While fashion and style are core to Babish’s beat, she also covers home and everyday essentials within the Shopping vertical, extending her commerce approach beyond the closet.
On People’s shopping pages, she has bylines on home categories such as sofa sets and lounge chairs, suggesting a comfort with translating product specs and price tiers in furniture and décor the same way she does with apparel.
Her professional background includes work in consumer insights, branding, and direct-to-consumer marketing, as well as writing for a dedicated product review outlet, which gives her a research and testing perspective that underpins her shopping stories.
Across fashion, home, and beauty, she uses that consumer-products experience to surface practical information—price thresholds, standout features, and recognizable brands—so that each story functions as a concise buying guide aligned with her commerce-focused role at People.
4 more fashion journalists.
Aaron Royce
Aaron Royce turns runway moments and celebrity event dressing into clear, wearable stories that show readers how trends move from the red carpet to real life. He is a fashion news writer at The Zoe Report, where he covers fashion, trends, celebrity style, and related news across the site. He also works in a fashion news editing role at The Daily Front Row, extending his reporting into the industry’s front row and party circuit. As a contributing and freelance journalist, he writes for fashion and lifestyle magazines including People, InStyle, Marie Claire, and other outlets, with a focus on shopping, beauty, and culture. His reporting centers on fashion’s visual language, celebrity influence, and shoppable outcomes across fashion, beauty, fragrance, jewelry, skincare, menswear, wellness, accessories, shoes, pop culture, and celebrity news.
Abigail Connolly
Abigail Connolly stands out for covering celebrity culture and fashion as a visual story about outfits, images, and online reaction. She writes for Yahoo and SheFinds, where she covers celebrity news, fashion, and related lifestyle topics. Her beat focuses on stars, royals, and political figures, with stories on red carpet looks, runway trends, state-visit wardrobes, and social media posts that shape public image. She has written about Oprah Winfrey’s all-white Cannes look, Paris Fashion Week fur, Anya Taylor-Joy’s Dior dress, Melania Trump’s style, and royal figures such as Queen Camilla and Prince William. Her reporting is short, tightly focused, and descriptive, using fan comments, captions, and sourced claims to show how a single look or post drives conversation online.
Aemilia Madden
Aemilia Madden writes about how people actually live in their clothes, blending disciplined wardrobe editing with specific shopping recommendations and a clear point of view on taste and restraint. A fashion and lifestyle journalist, former senior fashion writer at Vogue, and now a freelance writer, editor, and consultant, she focuses on service-driven fashion and lifestyle stories grounded in personal testing, long-term wear, and real scenarios. Her work connects shopping lists, trend coverage, and essays into a focus on more intentional choices about what to buy and how to wear it. She reports through first-person experiments, practical shopping guides, sale roundups, and trend explainers, and her portfolio spans Vogue, Harper’s Bazaar, Elle, T Magazine, The Cut, The Wall Street Journal, and her newsletter Taeste Bud, where she extends her interest in archival references, obsessions, and inside-the-closet cleanses.
Air Mail
Batsheva Hay writes fashion and culture pieces for Air Mail with the sensibility of a working designer rather than a conventional style reporter. She is the founder of the cult label Batsheva, known for prairie dresses and vintage-inflected, modest silhouettes that rethink traditions of feminine dress. At Air Mail she sits inside style and lifestyle coverage, writing about fashion and shopping from the point of view of someone who designs the kinds of clothes she describes. Her background as a former lawyer shapes a structured, argumentative way of taking apart dress codes and conventions. She focuses on vintage clothing, modesty, subversion, and how old styles gain new meaning. In guides such as her Upper West Side piece, she treats locations as mood boards and supporting characters, using sensory detail and lived-in references to map the cultural influences behind her clothes and the world her label inhabits.