We Are Twinset

We Are Twinset is a fashion and lifestyle blog created by Sarah Ellis and Philippa Bloom, two London-based stylists and close friends. They began the blog to share their similar fashion sense, featuring beauty products, current trends, and advice on integrating high-street fashion with designer pieces. In the early stages, they managed content from home, using white walls for photo backdrops and relying on their partners for photography. They actively sought clothes from brands and press representatives to feature on their platform.

Approximately five years ago, as their following increased, Sarah and Philippa transitioned from their full-time jobs to dedicate themselves entirely to We Are Twinset. This decision involved an initial period of uncertainty regarding steady income, requiring trust in their new venture. Their persistent efforts led to collaborations with major fashion and cosmetic brands for paid partnerships. With over 260,000 followers on Instagram, they have worked with a number of prominent companies. This period of growth established their presence within the fashion influencer landscape.

During the pandemic, observing a rise in loungewear demand, Sarah and Philippa launched their own clothing line, WAT The Brand, in March (year not specified in text, implies around 2021 based on ‘a year’ comment in April 2022 article). This brand was self-funded through their blogging success. The initial launch exceeded expectations, meeting a three-month sales target within hours. WAT The Brand has since expanded to include menswear and childrenswear, requiring them to manage two businesses. They employ a structured work schedule, allocating specific days to each business and incorporating work tasks around their family commitments.