DIARY directory recently caught up with best friends and London-based stylists Sarah Ellis and Philippa Bloom. With over 20 years of combined industry experience, they are the founders of fashion and lifestyle blog We Are Twinset.

Sarah has worked as a fashion stylist on national TV show LK Today, whilst Philippa has worked in the fashion team at The Mail on Sunday’s, YOU magazine. Since founding the blog, they have worked with brands including Topshop, Vestiaire Collective, Kate Spade, M&S, and Sky.

"In terms of brands, maybe one day we’ll have our own..."

Many bloggers have abandoned their blogs to focus completely on their social accounts, why have you decided to keep your blog?

It was our first baby and, to be honest, we still love creating and writing for it. As we started out as ‘bloggers’ with a traditional blog it would feel almost weird to abandon it. Plus, we love being around to speak to our readers and answer their questions, in a more detailed way.

What has been your most memorable brand to collaborate with?

There have been so many amazing opportunities and brands we have worked with over the years but being part of the Topshop Girls campaign is a dream come true. Last December we curated an in-store edit at Oxford Circus and to see our faces in the flagship store was pretty mind-blowing, especially as we have shopped there since we were teens; it was a real pinch-me moment.

How have your backgrounds in fashion styling shaped We Are Twinset?

It has given us credibility and helped to set us apart. It's never just been about taking photos of ourselves, we've always viewed it as a platform to share our styling advice and all the tips we've learnt, being stylists for 15+ years. Plus, our jobs in the industry helped us build strong relationships with brands, which helped us work with them straight away. We were confident in how the industry worked and what we were able to offer, and by week two of launching, we were collaborating with M&S and Ted Baker.

There has been an increase in parenting blogs and mum fashion. Now that you are both mothers, will you be featuring more parenting content, and if so, how?

It is definitely an avenue we want to explore more, and we have so much interest from our readers. All we can say is watch this space.

How would you like to see your blog and social accounts develop in the next five years? Are there brands that you would like to work with?

For us, it’s always about growing organically and to keep loving what we’re doing, as well as trying to keep on top of the space as it changes. Right now, our YouTube is really growing and we’re absolutely loving creating our weekly videos alongside both the blog and Instagram. In terms of brands, maybe one day we’ll have our own.

Are you happy to share screenshots and/or information about your social statistics and engagement with PRs and/or brands?

Of course, they’re becoming more and more important to prove our worth in this space. There’s a lot of competition out there, healthy competition though, but by sharing our campaign results with clients we have an edge. As we are really proud of our selling power and influence with our audience we are more than happy to share that.