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The Fashion Edict: Bettina Looney

The Fashion Edict: Bettina Looney

Did you think we’d made a typo? Welcome to The Fashion Edict. This series sets out to decode the wardrobe rules of fashion's most stylish women.

“I get inspiration from all of the amazing women that I meet” explains Bettina Looney when we ask about her style icons. A magpie approach to dressing means the stylist and personal shopper has earned a reputation as one of the London fashion scene’s new luminaries. A unique aesthetic that combines off-beat chic with vintage and luxury fashion makes her a street style photographer’s dream, and she regularly winds up on the style roundup pages of Vogue. She recounted her first experience on the street at fashion week to us. “It was the best experience ever. I was wearing a red skirt. I pinned it up so it had a ruffle towards the front and looked a bit different. I had a chunky sweater on that was beige and I wore these gold Gucci shoes with a chunky heel.’ The image went viral, and when the street style mailers were sent out the following day, she had calls from friends asking why she was in their inbox. This girl is in high demand.

Bettina Looney wearing a Zimmermann silk dress, Gucci headscarf and neutral Jimmy Choo heels

Her extensive CV lists stylist, personal shopper and concierge among her many talents and we meet at her workplace in Knightsbridge for the shoot. The place is filled with samples ready for her well-heeled clients, from Fendi bags to jewellery. Looney gets a thrill from hunting down rare pieces and explains how London has helped her grow in the industry. “This city has really opened my eyes and given me a space to do what I love.” Aside from the infamous British weather, the spirit here has also helped shape her style. Originally from Florida, Looney cites the eccentricity for which London is famous as one of its biggest draws. “London for me is amazing – it allows me so be more playful than where I’m from. Here I get to mix different prints and colours and style things however I want to.”

Looney styled a line-up of looks from Gucci, Zimmermann and Off-White for this edition of The Fashion Edict. Here, she shares her rules and tips on perfecting your personal style.

Looney wears: Trousers Gucci, Coat Dolce & Gabbana, Knitted Jumper Burberry

Bettina Looney wearing a printed silk Moschino blouse, velvet Saint Laurent shorts, Gucci GG tights, Fendi boots and a small Gucci velvet bag in her workplace in Knightsbirdge, London
Bettina Looney wearing a printed silk Moschino blouse, velvet Saint Laurent shorts, Gucci GG tights, Fendi boots and a small Gucci velvet bag in her workplace in Knightsbirdge, London

DRESS IN WHAT MAKES YOU HAPPY AND NOT JUST THE LATEST TRENDS

"Whilst it might be tempting to lace yourself into a pair of chunky trainers or camo boiler suit, if it’s not your style then don’t follow the trend! Be true to your own style and enjoy it."

Looney wears: Blouse Moschino, Shorts Saint Laurent, Tights Gucci, Boots Fendi, Bag Gucci

Bettina Looney wearing an Off-White knitted jumper, black Gucci culottes, silver leopard print Western boots by Dolce & Gabbana and a Burberry bag in her studio in Knightsbridge
Bettina Looney wearing an Off-White knitted jumper, black Gucci culottes, silver leopard print Western boots by Dolce & Gabbana and a Burberry bag in her studio in Knightsbridge

YOU CAN NEVER HAVE TOO MANY WHITE BLOUSES

"They are always my go-to, especially when I am running out the door. I always feel confident when I wear a beautiful white blouse and a pair of jeans. Invest in a few great pieces, I especially love Marni, and you’ll never have that ‘I have nothing to wear’ feeling ever again."

Looney wears: Knitted Jumper Off-White, Bag Burberry, Trousers Gucci , Boots Dolce & Gabbana

Bettina Looney wearing a chain printed Gucci silk shirt, houndstooth Off-White skirts and silver Gucci bag
Bettina Looney wearing a chain printed Gucci silk shirt, houndstooth Off-White skirts and silver Gucci bag

BUY VINTAGE

“Not only are these pieces the most unique in your wardrobe, by investing in vintage you are also supporting sustainability. In this day and age we should all steer a little bit more towards vintage and keep-forever investments and a little less towards fast fashion."

Bettina wears: Shirt Gucci, Skirt Off-White, Bag Gucci

Bettina Looney wearing a Zimmermann silk dress, Gucci headscarf and neutral Jimmy Choo heels
Bettina Looney wearing a Zimmermann silk dress, Gucci headscarf and neutral Jimmy Choo heels

A SLINKY SANDAL IS YOUR BEST FRIEND

"Elegant and delicate, they give the most basic of outfits a look of sophistication. These come in kitten, medium or high, find one for you and it will be your best friend for life."

Looney wears: Dress Zimmermann, Head scarf Gucci, Heels Jimmy Choo

Bettina Looney wearing GUcci GG trousers, a leopard print Dolce & Gabbana coat and green knit Burberry jumper
Bettina Looney wearing GUcci GG trousers, a leopard print Dolce & Gabbana coat and green knit Burberry jumper

BUY SOMETHING THAT WILL AGE WELL

"When you want to spoil yourself, I always suggest that my clients buy timeless pieces. Blazers, white blouses and more structured accessories will never go out of style."

Looney wears: Trousers Gucci, Coat Dolce & Gabbana, Knitted Jumper Burberry

Photography: Gini May