Natalie Robinson

My Story

After graduating with a 2.1 honours degree in Social Policy & Politics from Royal Holloway University in 2000,  Award-winning personal stylist, luxury personal shopper & LA style correspondent for Relentless magazine, Natalie started working in Harrods, Knightsbridge, as a brand specialist for Donna Karan and other top international designers. This position involved advising clientele, including high-profile names, about critical trends while helping them shop for their specific lifestyle needs.

The next natural step involved working as a fashion consultant for Brown’s clothing boutique on South Molton Street. This prestigious family-owned business provided Natalie with an intimate yet cutting-edge environment in which to work. At the time, the owner, Mrs Joan Burstein, is widely renowned for her infamous buying skills, propelling many previously anonymous designers, such as Donna Karan, John Galliano, and Vivienne Westwood, into ubiquitous fashion labels. It was commonplace for Natalie to deal with A-list celebrities such as Kylie Minogue, Lionel Richie, Ewan McGregor, and Sophie Dahl, to name just a few. This wealth of experience proved to be invaluable for Natalie’s business acumen.

Two years later, Natalie seized a golden opportunity to work as a personal shopper for Selfridges. She used this episode to consolidate her client base and contacts within the fashion industry. Working with household names such as ‘Trinny and Susannah’ and liaising with diverse people from all walks of life boosted her creative zeal. Natalie soon began to recognise personal styling as a far more rewarding skill than solely putting outfits together. It meant knowing your customers and encouraging women, especially those with low self-esteem, to become more confident in their skin.

In 2005, Natalie set up a personal shopping company, Style Icon, which led to worldwide travel. It was a risk leaving the security of a nine-five job to set up a business from scratch, but apart from being prepared, Natalie is pleased to have made the tough sacrifices to support her dream financially. From 2011 until 2013, Natalie began to mentor students and deliver retail courses. From this experience, Natalie completed a PGCE course and partnered with the Fashion Retail Academy in Central London to provide an Introduction to Personal Styling course.

The styling opportunities have been endless since Natalie founded Style Icon, enabling her to fulfil the lifestyle needs of businessmen, women and celebrities across the globe, as well as organise fashion shows, events, and photo shoots, mentor enthusiastic young adults, and collaborate with such prestigious charity organisations like Well Child and Elton John Aids Foundation. Ultimately, Natalie aims to empower women and men to look good and feel good through fashion and to inspire, innovate and educate the younger generation through her work. Natalie has won many awards for her work, the most recent accolade being a Diamond Special Recognition Award Worldwide 2023 for Women & Youth Empowerment Through Fashion.

Natalie began her blogging career in 2015 – a natural development after years of personal styling & shopping experience – and launched the Style Icon Collective beauty, fashion and lifestyle blog at Tramp London in 2017. It has since risen to fame in London, the United States and Italy, with a follower reach of over 50K. During the lockdown, Natalie launched a sustainable t-shirt range called Shades & Coffee. 

Natalie joined Whatnot in August 2023 – a livestream shopping app (think QVC) to embark upon her new journey as a luxury beauty and fashion seller host – instantaneously taking personal shopping and sourcing to a global client base. Traditional shopping is evolving in the world of virtual shopping and live auctions. Stylebeautylive shows are available for luxury makeup, skincare, and fashion shopping. Natalie is not affiliated with the brands she sells.

Style Icon freelance services include:

Style Icon has collaborated with many fashion & beauty brands, including:

Style Icon expert style commentary has featured in:


Upon completing A-Levels in English Literature, Theatre and Psychology, Natalie studied for a BA (Hons) in Social Policy & Politics at Royal Holloway, University of London. Natalie then pursued a PGCE in teaching, followed by a comprehensive creative writing course completed at London’s prestigious Central Saint Martins. It is these academic achievements that Natalie pulls together to create a dynamic platform that offers public/motivational speaking, personal shopping and styling both in-person and via a livestream shopping app, an expert voice to the media; check out Natalie’s latest style tips and commentary in Woman and Home, and content marketing.

“Elevate your style. Feel good, look good in your clothes.”

“I have a social responsibility to support causes beyond the realm of fashion and beauty, raise awareness, inspire positive change, productivity & creativity through my blog, social media and personal styling/shopping platforms.” ~ Natalie Robinson.

Discover Natalie’s dynamic style and insightful brand on Instagram or visit Linktree 

Find out more about how to work with Natalie. Photo credit – Emmanuelle Logmo Ngog.



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