We talk to Stylist Annie Swain about dressing celebs and rummaging for vintage

Annie, your Instagram bio reads, Stylist, Art Director and Professional Rummager so I immediately wanted to know more because rummaging for Vintage is my job and hobby, How did you become a stylist? And tell us more about the rummaging! 

The rummaging started early. As the youngest of four, I was constantly pinching pieces from my siblings’ wardrobes—two brothers, one sister—and changing outfits three or four times a day as a toddler. I didn’t know what “designer” meant, but I was already obsessed with transformation, texture, and the sheer joy of wearing something different. That love never left me.

It was never about trends—it was always about quality. Natural fibres became an obsession: cashmere, wool, silk, cotton. To this day, I’ll choose a well-made secondhand piece over anything fast fashion can offer. Give me vintage any day, as long as the cloth is right. Everyone who knows me knows I’ll bang on about fabric forever.

By my teenage years, my mum had a treasure trove of ‘90s high street vintage—think tiny Miss Selfridge pieces, floral Laura Ashley gems—and I was already a pro at digging through for gold. I learned to rummage at home, and I’ve never stopped.

But the true foundation was my Nana. A talented dressmaker who worked briefly with Norman Hartnell (the royal couturier), she handmade all our childhood clothes—pastel wool pea coats with velvet-trimmed bonnets, smocked Liberty and William Morris dresses. Even her curtains and sofa covers were made from the most beautiful, carefully sourced fabrics. She created beauty in the everyday, and that early exposure to true craftsmanship shaped everything I now value. I wish she’d lived longer to see me become a stylist- I would have loved her opinion and advice on so many moments—but I feel her influence in every piece I choose.

My professional journey into styling began in my 20s at the Fashion Desk at The Sun—and it changed my life overnight. It remains the best job I’ve ever had. The newsroom’s fast pace was intoxicating; we had to deliver sharp, impactful content at lightning speed. It taught me how to be resourceful, solve problems quickly, and never take no for an answer—while making it all look effortless. Those skills still carry me through every shoot.

TBH, I’d been styling people around me for years before that. Helping someone feel great in their own skin has always been the most fulfilling part of this work. And the fact I now get to do that for a living is bloody fantastic.

You style celebrities for events as well as editorial shoots, What aspect do you prefer and can you tell us any wardrobe mishaps you have had to fix?

Styling celebrities, especially for major events, comes with a lot of pressure—and a lot of moving parts. One of the biggest factors is fit. It’s just as important as the piece itself, if not more. You’re often working with samples that need to be returned in perfect condition, so tailoring them to fit perfectly without permanent alteration becomes a huge part of the job. It always influences what can actually be worn.

Recently, I styled an actress for the SAG Awards in a dress that we weren’t even sure she’d be able to breathe in at first! But thankfully, we had the support of the designer’s atelier in London, which meant we could tweak the dress a few times to make it work. That kind of collaboration is gold—and a huge relief. The look ended up getting incredible coverage, but it’s always nerve-wracking knowing it needs to look flawless from every angle, especially now with video, BTS content, red carpet close-ups, and social media on top of it all.

With editorial, you get a bit more creative freedom. You can pin, clip, and work the garments specifically for the camera. It’s all about the shot, so there’s a little more leeway—and a bit less stress on the fit. Still, both are thrilling in their own way. Whether it’s that perfect editorial image or a celeb rocking it out on the red carpet feeling confident and radiant in what they are wearing, the reward is always priceless.

Ever dressed a celeb and the outfits been caned in the press?

YES!! I previously dressed Katie Melua for a live performance at The Crypt in the most incredible archive Ralph Lauren gown—a tiered, floral, rock-chick, frilly silk maxi. We both absolutely loved it. It had the perfect balance of elegance and edge and suited the intimacy of the performance beautifully.

The next day, someone in the press called it frumpy—which honestly made us laugh. Because we knew it wasn’t. It worked for the moment, the mood, and most importantly, for Katie. And that’s what matters. Styling isn’t just about the photo that ends up in the press—it’s about how someone feels wearing it, how it moves, how it serves the energy of the event.

You can’t please everyone, especially in this world of instant opinions. But if the artist feels confident, the look is right for the setting, and the story is being told authentically? Then I’ve done my job. And I stand by that.

Tell me about your own personal style, do you keep it simple and practical or do you dress yourself up each day too?

NO—I definitely don’t have time to ‘dress myself up’ every day. Honestly, I love the ability to turn it on when it’s needed, and I’m someone who really likes to feel creative on the day and then go for it. That said, quality is non-negotiable. Even if it’s just a white T-shirt and jeans, the cut and cloth always matter.

Most days, I’m super casual. Practicality plays a huge role—being a stylist means running around constantly, so flat shoes (and flat whites!) are essential. I always tell new assistants: that’s your survival kit.

My day-to-day uniform usually includes one of the many shirts I collect, paired with a blazer from my vast vintage and second-hand collection. And yes, the styling starts the second I put it on—sleeves pushed or folded just so, proportions tweaked to work for my body. I have to see it on to know it’s right. It’s instinctive.

Favourite person you have styled? 

I LOVE THEM ALL;)!

Dream celeb you would like to dress for the red carpet?

Cate Blanchett - the legend - she brings the exact right character and personality to every piece she ever puts on - and you can tell how invested she is in each designer she wears.

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Thoughts on Vintage, is it something you look out for or try and include in your work?

Always. It’s a full-blown love affair—one that will drag you over the coals at times, but when you find that absolute gem, it’s magic. You’ll love it and treasure it forever.

I’m constantly trying to get people hooked on the world of vintage. I’ll often pull pieces from my own collection to include in celebrity looks or editorials. I love sharing the story behind a garment—who designed it, where it came from, how it was found. More often than not, the romance is in the story as much as the piece itself.

Annie began her vested career on the fashion desk of a leading national newspaper and rapidly went on to establish her dynamic presence and influence within the industry. Over the past 20 years Annie has styled and curated for countless internationally renowned celebrities and collaborated with major fashion labels. As well as styling for fashion brands, Annie has expertly edited for literary players, TV and advertising and styled for subjects in the music industry.

Annie's career has seen her work internationally, including three years based in Australia where she worked as a stylist across editorial, commercial, and celebrity projects. Now based between London, Cornwall, and Australia, Annie continues to travel extensively for shoots and productions.

Annie works closely with a trusted, highly creative network of stylists, designers, art directors, photographers, and hair and makeup artists—delivering innovative, polished, and impactful results for every client and brief.