Denim CV: Style Director

Have you ever wondered what it takes to become a Style Director? We spoke to our very own Jo Pratten, the master behind the mannequins, to find out what her job involves, and how she got there.


Jo Pratten

Job Role

Style Director 

What does your current job involve?

My main role is to manage our boutique in Belgravia, however, I am also involved in all styling aspects including web shoots, fashion consultations and blogs.  As a visual merchandiser I also visit all the DONNA IDA stores to ensure that all standards are in place and the merchandise looks its best at all times.

What are your biggest achievements?

I started with Donna Ida 3 years ago as an Assistant Manager and quickly moved up the ladder to become Style Director, which in itself is an achievement for me.

When/what was your big break?

I’m from South Wales where there aren’t many opportunities in fashion and I was very frustrated in my job.  As soon as I moved to London I knew a world of opportunities would open up to me and people would appreciate my vision and direction.  That was 3 years ago and I’m really happy with what I have achieved and the direction my career is going in.

What is the best part of the job?

I really enjoy the styling aspect to my job as it allows my imagination to run away.  I also love all the girls I work with and meeting new people everyday.

What is your past experience?

I worked in retail whilst I studied International Fashion Marketing at University in Manchester. Once I graduated I knew I didn't want to work in an office, so carried on working in retail.  I have worked for Kookai and Morgan, both high street retailers, which gave me the insight I needed into retail. I then moved into the luxury market working for Flannels.  That was when I realised I had an eye for styling and visual merchandising, it also helped me improve my customer service skills which was great preparation for working at DONNA IDA.

 What are your everyday essentials?

I have to wear Hanky Pankys everyday, they’re so comfortable and yet you still feel you’re wearing something sexy.  My standard outfit is skinny jeans and flat shoes or boots; it’s the most practical footwear for the shop floor.

What is your best industry advice?

Believe in yourself and others will believe you too.

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