There’s a certain confidence that comes from wearing clothes that truly work for you, pieces that fit well, feel comfortable and earn their place in your wardrobe.
Claire Chanelle has built her career around exactly that philosophy. A stylist with two decades of experience, she first honed her understanding of how women actually dress while working as a Fashion Specialist at Harrods. Today she is the founder of Rue Sloane, a brand focused on premium fabrics, thoughtful pattern cutting and wardrobe staples designed to last.
We spoke to Claire about her signature “girly tomboy” aesthetic, the realities of building a fashion brand, and why today’s consumer is becoming far more informed about what they buy.
How would you describe your aesthetic in three words?
Refined, girly tomboy. I have masculine energy and I’ve always loved more “boyish” clothing options. Comfort and strong silhouettes are important to me, but there’s always a feminine element to balance it – polished hair and skin, or a cinched waist.
What did working at Harrods teach you about what women actually want from their wardrobes?
Harrods was an incredible place to learn. The clientele, the service and the product are all top tier. I was helping women and men from all over the world every day, learning how different body shapes shop and what people genuinely need from their wardrobes.
You quickly realise it’s not just about what people want – it’s about what works for their lifestyle. That experience gave me two decades of practical styling knowledge.
Did that experience change how you approach styling today?
Completely. Before Harrods I worked in commercial styling; shoots and events but I realised quickly that I loved styling for real life.
I’ve been curating capsule wardrobes long before it became a social media trend. When you don’t have a lot of money you learn to shop carefully: is this timeless or a trend? What’s the cost per wear? Can I style it at least five different ways with what I already own?
I still ask myself those questions now.
When did you know you wanted to launch your own brand?
Since I was 17. I’ve always had the plan mapped out.
Harrods allowed me to learn everything from luxury brands to how women actually shop. They even funded my studies at London College of Fashion, where I learned about fabrics, body shapes and buying.
At the same time I built my online community in the early blogger era, even when I wasn’t being paid. That combination of retail experience and digital experience shaped what I do today.
I used to sketch designs on the back of receipt paper while standing on the shop floor and some of those designs have now become real pieces.
What gap in the market did you want to fill?
Quality that wasn’t ridiculously priced.
I wanted a brand focused on natural fabrics, strong pattern cutting and premium materials without the inflated luxury price tag.
For example, our SIMPLY PERFECT leather trousers are made from British premium-grade marbled leather and retail for £585. Comparable pieces from luxury brands often start from £1,000 and go far beyond that.
I’m not against man-made fabrics, I’m against lower quality materials being sold at luxury prices. My goal has always been to offer high-end fabrics and tailoring at a price that feels fair.
Leather jackets are notoriously hard to perfect. What goes into making the right one?
That’s why most brands wait years before introducing leather. It’s expensive to get wrong.
I’m obsessed with jackets! I always joke that I’m a “jacket hoe”. Creating leather pieces has been a lifetime dream. For me they need to feel timeless but still have a distinctive edge.
We actually develop many of our own leathers, wools and shearling hides so we can create unique colours and textures. It takes longer and costs more than buying off-the-shelf materials, but the result is something truly unique.
For the past six months we’ve also been developing our own animal print hide, designing the print and mould ourselves. It’s something we’re really excited to launch.
You balance motherhood, a career and building a brand. How do you manage it?
If anyone has advice, I’m listening. Any working mum will understand the juggle.
You’re working to create a life for your children, but you also feel guilty for not being with them enough. We’re lucky that working for ourselves gives us flexibility, even if work never really stops.
My ambition definitely comes from growing up with very little. It creates a hunger to succeed.
What wardrobe pieces should every woman invest in?
Comfort comes first – if you’re not comfortable, you won’t feel confident. Start with good underwear because that’s where every outfit begins. Comfort is key. If you do not feel comfortable you will not feel confident. Never under estimate the power of good fitting underwear. It’s where the outfits starts.
Wear pieces that fit your lifestyle. I would say a good pair of jeans for most of us but many women do not like wearing jeans so we need to establish that everyday bottom option.
For the majority I would say a strong jacket. For my style and lifestyle it’s a good leather jacket. Well fitted jeans for your body shape. Good quality, curated basics: tees, simple knits, pair of leggings (love how you can dress these up with boots and blazer or running errands with cool hoodie and your fave sneakers).
Then we cover day to night pieces. Pieces you can style up or down to create multiples looks and elevate your outfit. A good blazer like SO LONDON DUSTER, leather trousers like our SIMPLY PERFECT, midi/maxi skirt like our NARS or AURI SKIRT (so good when you don’t want to wear trousers) and tailored trousers like our LONDON TROUSERS.
Choose neutral colours you can mix and match but it’s vital to have a colour analysis done to establish which colours flatter you. Once you know this insert accent of these colours into your palette.
I’m an accessories girl so invest into a bag you love and happy to wear with every outfit.
What shifts do you see happening in fashion right now?
Fashion fatigue is real. People are thinking much more about cost per wear.
We moved away from logos and into minimal dressing, and now we’re entering a middle ground classic, minimal wardrobes but with personality added through colour, animal print or vintage pieces.
Do you think people are genuinely moving away from fast fashion?
Yes. Consumers are much more aware now. People are asking questions about fabric composition and value.
Look at the care label to see the composition. It may say 100% leather but how does the leather feel? Light or luxe? Which animal is it made from as a pig will cost considerably less than a lamb. How is the quality of the fastenings? Do not trip at the lining either.
The outside may say 100% leather but what’s the lining made from? Do not fall for “wool mix”. What’s it mixed with, polyester? Consumers are becoming far more educated – and that’s a good thing.
