About Alison Clare Coates
Alison Clare Coates is a journalist, editor, and writer with over 15 years of experience across the fashion and fragrance industries. She holds a Postgraduate Certificate in Fashion Buying and Merchandising from the London College of Fashion, and is now dedicated full-time to The Fashion Fold.
Her industry background spans e-commerce, buying and merchandising, trend forecasting, styling, and marketing across luxury, bridge, lifestyle, and multi-brand fashion.
At Vivienne Westwood, Alison led e-commerce and online merchandising, growing online revenue from under 5% of company turnover to the equivalent of the London womenswear store. During the Covid-19 lockdowns she led the inventory strategy that kept the brand’s online channel – its sole revenue source during store closures – operational and profitable across multiple currencies and markets.
At Karen Millen, she worked on wholesale e-commerce to major international retailers including Bloomingdale’s (US), Selfridges (UK), de Bijenkorf (NL), Magasin (DK), and Place des Tendances (FR).
With the Michele Peresso Group she managed e-commerce and Google ads marketing across a 14,000+ SKU online store stocking 70+ brands including adidas, Nike, and New Balance, delivering significant year-on-year sales growth through improved UX, store presentation, and Google Ads strategy.
Her styling work spans commercial campaigns including billboard and TV advertising, editorial fashion shoots, and moving image productions including music videos and independent short films.
With TrendZine she created the company’s first menswear trend reports, alongside reporting across womenswear, accessories, footwear, and micro-trends.
As a journalist and photographer, Alison covers fragrance and fashion on the ground – attending Pitti Fragranze, Esxence, and Olfactory Signals as fragrance press, and London Fashion Week, Paris Fashion Week, Milan Menswear Fashion Week, Berlin Fashion Week, and Copenhagen Fashion Week as press and photographer.
About The Fashion Fold
The Fashion Fold is an independent fragrance and fashion publication founded and edited by Alison Clare Coates. Currently ranking #1 on Google for ‘best niche perfumes’, The Fashion Fold covers niche and independent fragrance, and analyses fashion through trend reports, opinion, and data. Collections are presented with full credits where available, ranging from the styling team to the models themselves.
Founded in 2019 in London as an Instagram channel, The Fashion Fold has since grown into a full-time independent publication, now based in Malta where Alison relocated to be closer to her family.
To get in touch, please email: [email protected]