View from a fashion blogger – Daisybutter

Michelle Chai of UK based style blog Daisybutter is a self – confessed dreamer, and fashion enthusiast with a wardrobe full of apparel fit to burst.  Currently ‘living the dream’ in London as a fashion writer, she describes her website as a documentation of inspirations – because her ‘head is no place to store everything’….


What percentage of your wardrobe do you buy online as opposed to in-store?

Nowadays I think I buy about 40% of my wardrobe online. While I love the fast-paced nature of shopping online – and it is definitely where the shift in fashion retail is leaning, nothing beats looking through the pieces in actuality and falling in love with new designs and collections.

Which are your most loved brands to buy from online, and why?

Probably Topshop and Yesstyle. They’ve really hit the nail on the head with not just offering a service to shop online, but creating a really great shopping platform. Topshop is always a favourite with an easy – to – use service and outfit suggestions that always seem to make you want to buy more, whilst Yesstyle have a huge selection to choose from for a unique look.

What features do you most appreciate when shopping from online fashion shops? ie. Editorial content, free returns, styling advice, video content, etc.

I’m a huge words and fashion enthusiast, so I always like reading the editorial content, whether it relates to me or not. I also enjoy looking at lookbooks and seeing how the collection has been styled. Practicality wise, I like to be able to select between shipping methods and times.

If you have a smartphone, do you have any fashion apps on it? Which are your favourites?

I use Grazia magazine’s app on a regular basis, the Topshop one (again) is so quick and reliable, and Mulberry’s app is perfect for being able to re – watch their latest seasonal catwalk, view the catwalk looks and read the blog.

What’s your favourite social media channel for connecting with fashion brands?

Twitter is my favourite platform to use for connecting with brands. It allows for quick replies, you can share links and photos, and it makes the brand feel relatable and trusted.

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