Hannah Rashad
&
Sophia Rashad
Hannah Rashad and Sophia Rashad are sisters, fashion entrepreneurs and personal styling specialists exploring the relationship between personal style, conscious consumer behaviour, luxury retail and personalisation.
In 2021 they co-founded Curate Your Style, a London-based personal styling company serving an international clientele. Their work sits at the intersection of personal styling, consumer behaviour, luxury fashion and retail innovation, with a particular interest in how a deeper understanding of personal style can influence the way people shop, dress and engage with fashion.
Having worked with more than 30,000 clients across more than 116 countries, Hannah and Sophia have developed their expertise through direct interaction with consumers across different cultures, ages, skin tones, body types and personal aesthetics.
Industry
Recognition
Through Curate Your Style, their work has also received wider industry recognition. The company was selected for Walpole’s Brands of Tomorrow 2025, placing it within a cohort of emerging British luxury businesses. Walpole represents over 250 of the UK’s leading luxury houses, spanning fashion, beauty, hospitality and craftsmanship, each defined by a shared standard of quality, innovation and enduring value.
The Brands of Tomorrow programme has featured a distinguished cohort of brands, including DeMellier, ME+EM, Business of Fashion and Emilia Wickstead.
Curate Your Style holds the Positive Luxury Butterfly Mark, an independently verified accreditation awarded to brands meeting standards across sustainability, environmental responsibility, social impact and governance.
Hannah and Sophia’s expertise has been featured across international fashion, beauty and lifestyle media including Vogue Business, Stylist, NYLON, Who What Wear, LOOKFANTASTIC, Woman’s Day and HELLO! Fashion.
Their commentary has covered subjects including personal styling, colour theory, consumer behaviour, sustainable fashion, wardrobe development, diverse skin tones, makeup undertones and fashion trends.
Editorial
Hannah Rashad and Sophia Rashad, were featured by NYLON as Colour Analysis experts. The feature highlighted Curate Your Style's expertise in analysing diverse skin tones and challenged common misconceptions around Colour Analysis for people with olive, brown and Black skin.
Vogue Business independently experienced Curate Your Style's Colour Analysis, Body Shape Analysis, Makeup Analysis and Personal Styling services before interviewing Co-Founders Hannah Rashad and Sophia Rashad for expert commentary on the role of personalised styling in sustainable fashion.
Walpole featured Co-Founders Hannah Rashad and Sophia Rashad in its Founding Principles editorial series, exploring the story behind Curate Your Style, their approach to personalised luxury styling, and their mission to encourage more thoughtful, intentional shopping. The interview also highlighted the company’s work with global clients and luxury brands including Fendi, Harrods and Chloé.
Image source: Vogue Business https://www.vogue.com/article/can-a-personal-fashion-formula-help-you-shop-more-sustainably”
Editorial Feature
Vogue Business
Vogue Business Sustainability Editor Bella Webb spent six months exploring this idea after completing colour, body shape, makeup and personal style analysis with Hannah and Sophia.
The resulting Vogue Business feature, Can a Personal Fashion Formula Help You Shop More Sustainably?, examined whether personalised styling could support more intentional shopping and reduce overconsumption.
Webb described gradually moving away from the feeling of having “nothing to wear” towards greater confidence in outfit repeating and experimenting with the clothes she already owned.
The feature positioned Hannah and Sophia’s work within a broader discussion around fashion consumption: whether understanding what is personally relevant to an individual can provide an alternative to purchasing primarily around novelty, trends and external influence.
“
"Knowing what colors suit me has narrowed my focus … and helped me to feel more confident investing in wardrobe staples.”
Bella webb, vogue business
Considered Purchases
A Luxury Fashion Perspective
The relationship between personalisation and consumption is particularly relevant within luxury fashion. Speaking to Vogue Business, Helen Brocklebank, CEO of Walpole, described the principle behind Hannah and Sophia’s approach:
“It isn’t selling more, it’s helping people understand what suits them, so they buy less but with more intention.”
This reflects one of Hannah and Sophia’s central areas of interest: how luxury retail can move from simply encouraging greater consumption towards creating more relevant, personalised and longer-term relationships between customers and products. A central part of Hannah and Sophia’s vision is to help move fashion consumption away from constant novelty and volume, and towards relevance, longevity and value.
This approach was strongly endorsed in Vogue Business by Jamie Moore, Managing Director of Positive Luxury, who described consumers as navigating an “extraordinary amount of noise” from seasonal drops, trends, social media, targeted advertising and promotions. He argued that personal styling services can provide a valuable filtering framework against that pressure, helping to create wardrobes in which pieces are worn more frequently, retained for longer and valued more highly.
Moore described this as a shift from “volume to value”, a principle closely aligned with Hannah and Sophia’s wider vision for personal styling and retail. Their long-term ambition is to help make fashion feel less about constantly finding something new, and more about making better use of what is already owned and choosing future purchases with greater intention.
“There is a framework guiding every purchase, which should result ultimately in a wardrobe of pieces that are worn more frequently, retained for longer and valued more highly. It’s a real shift to quality over quantity, from volume to value.”
Jamie Moore, Managing Director, Positive Luxury
“It isn’t selling more, it’s helping people understand what suits them, so they buy less but with more intention.”
Helen Brocklebank, CEO, Walpole
EXPERIENCE AND EXPERTISE
Luxury Retail and Clientelling
A significant part of Hannah and Sophia’s work has been translating these principles into the luxury retail environment. They have collaborated with leading fashion and luxury businesses across private shopping, bespoke client experiences and events.
They have also trained professional teams at Chloé and KAO Salon Division, transferring elements of their styling methodology to employees so that the principles can continue to inform the way teams advise and interact with their own customers.
At Harrods, Hannah and Sophia have worked within the retailer’s private shopping suites, delivering personalised experiences for VICs and working alongside private-shopping teams.
This has also been reflected in feedback from luxury partners.
Following work with Fendi, the brand's Marketing Manager described the collaboration as sufficiently successful to continue across its London stores. At Chloé, the UK Country Manager reported that clients were still speaking about the usefulness of their experiences more than a year later.
“Even today, more than a year after the experience, our clients still talk highly about how useful and fascinating the service was…this service will stay with us for life.”
UK Country Manager, Chloé
“This is so successful, we’ll continue to collaborate with Curate Your Style across all Fendi London stores.”
Marketing Manager, Fendi
Work with Hannah and Sophia Rashad
They are available for selected industry collaborations, research projects, advisory opportunities, innovation programmes, speaking engagements and media commentary.