Alyce Cowell


Alyce is a blogger, stylist and writer and is superb at what she does. I met Aylce briefly at the InHabit launch party at Westfield. Her personality is bubbly, friendly and very outgoing. Alyce has experienced many different genres of the fashion industry, she shares a fascinating insight in our interview about her experience. It is a must read to all inspiring bloggers, stylist and fashion writers.

Aylce started her career with a Bachelor of Journalism, specialising in public relations and marketing, before relocating to sunny Melbourne six years ago to style for Sportsgirl (later becoming Head Stylist) and blog for 2Threads as a paid contributor and Fashion Week reporter.

In early 2010, Alyce was appointed Editor-in-Chief of COVET – a fashion and style magazine based in Melbourne – where she worked with renowned photographer Anthony Licuria to create the publication.

Soon after, Alyce defeated over 1,400 competitors in a nationwide search to find The Westfield Insider and Australia’s Savviest Shopper meaning she blogs, shops and styles for a living as well as running social media channels, attending events, presenting video and acting as a fashion commentator and brand ambassador for print, TV, radio and online media such as WHO Magazine,MorningsA Current Affair and Yahoo!7.

Most recently, Alyce joined forces with fellow bloggers and fashion addicts Alice McGenniss-Destro of Catwalk of Words and Ashli Templer of Walk the Stalk to create THE INFLUENCER – a fashion blog with a difference focussing on their three very different styles, personalities and ways with words.

With the growth of her career and following on social media, Alyce now splits her time between being The Westfield Insider, blogging at THE INFLUENCER and broadening her freelance career.

Behind closed doors, Alyce likes music, sunshine and her friends and family. She is particularly fond of Australian fashion, counting Ellery, Dion Lee and Josh Goot as some of her favourite labels.


What did you study?

I studied a Bachelor of Journalism at Griffith University on the Gold Coast before making the move down to Melbourne! I chose this because my passion has always been writing, which is why I went into fashion writing and blogging.

What firstly made you want to become a stylist? And how long have you been a stylist for?

I’ve been told I’ve always had an ‘eye’ for putting together interesting outfits, but it wasn’t until I moved to Melbourne in 2008 that I started working as a personal stylist in the Style Me Studio at Sportsgirl. I love creating unexpected combinations!

 Had you previously study any fashion related courses? Or did you learn on the job.

I’ve never done any fashion-related courses, but I had always loved fashion and enjoyed putting outfits together. As for things like body shape, what shapes work together, colour combinations and that sort of thing – I learnt all of that on the job. I believe you can learn the technical side of it, but you need to have a natural knack for what looks cool!


You have worked and experienced for so many different genres in the fashion industry from working as Editor-in-Chief of COVET to blogging as well now being a stylist tell us about having experienced all this what was it like to be apart of these different aspects of the industry?

I’m one of those people that gets bored easily, so I like to move around and break up my day. This is why I dabble in styling, writing and blogging! They all go hand in hand so it works quite well. What would you say is your favorite part about working in the fashion industry?

People say the fashion industry is very superficial, but for me it’s fun! And if I’m going to spend five days of my week doing something, it needs to be something I like doing and enjoy waking up for. I love that we get to play dress ups all day and it’s a really creative industry to work in. I’ve always wanted to do something creative! Tell us about your exciting current role as a The Westfield Insider what does it entail?

In 2010 I won a nationwide search to find The Westfield Insider, which means I shop, blog and style for a living. I blog about current trends, how to wear certain items, what I’m wearing, beauty tips and that kind of thing. I also take customers on personal styling sessions, attend events and act as a media ambassador too.

Most treasured item in your closet?

When I was about 19, I got really into op shopping. I once found a MOSCHINO belt (the black one with gold letters, as seen on Peaches Geldof!) for 50c. It’s missing the I but I don’t even care! It’s my favourite wardrobe item.


You were previously head stylist at sports girl style me studio what was it like?

Fun! Customers could sign up for free styling sessions with me and I would take them through body shape, what suits them and current trends before playing dress ups for an hour.

Five items every girl needs in their wardrobe?

A pair of jeans in the perfect fit

A wide brim hat

A leather jacket

A stripe tee

A pair of denim cut-off shorts

If you had a time machine what is your favorite fashion era you would like to travel to?

The 70’s! I’d be decked out in paisley flares, fringing and a floppy hat.


Favorite stylist trick?

A wide brim hat makes everything cool.

Who inspires you?

In terms of fashion, when I see girls in the street with a real sense of personal style, that inspires me. They don’t follow trends, or they at least put their own twist on them, and they really don’t care what anybody thinks.

When it comes to my career, I get inspired by really hard working people who have reached their goals. Corny but true!

Lastly what advice would you give anyone looking to work as a stylist or a fashion writer?

Do as much work experience as possible, even if it’s not a fun job. Fortunately, most of the girls I’ve worked with are willing to do that in order to get ahead! Don’t expect you’ll be styling the model, because you’ll probably be ironing 200 white t-shirts instead.

If you want to get into fashion writing, start a blog and give business cards out to people you meet so they can check out samples of your work. Spend time interviewing and writing fashion stories and try get them published in smaller fashion mags!

Special thanks to Alyce xx

Website The Influencer Westfield InsiderAlyce Instagram: alycealyce