Q & Eats – Alexandra From Wasted Chic & Zoe From Spin Sister


Sometimes you stumble in to a great night, an unexpected source of fun and frivolity you didn’t expect, step forward Alexandra and Zoe. We gossiped, discussed and debated so much in that two and a half hours we only got through half the questions I’d planned. Both fizz, pop, and sparkle with passion on so much from fashion via life to Mac’n’Cheese. As such I have deviated from the usual style for this feature, away from the direct Q&A.


We ate at the brilliant and amazing Jackson & Rye, a Soho restaurant I like to visit as often as possible. Fashion fans should note you can see the new LFW venue from its window, perfect for September, can I book a lunch table each day now? It styles itself as American Bistro, a title that suits perfectly with the great dishes, an excellent Mac’n’Cheese, crispy but fluffy sweet potato fries, light and filling pastas, oh and at the weekends try the excellent menu of brunchy staples and some of the best pancakes in London. Also a cracking Arnold Palmer.


I love the décor here as well, as a Soho veteran these days I can tell you it is proper old Soho it feels like the place is rooted in this most wonderful part of London, and the staff are always warm, friendly, and excellent. The dining rooms are so cozy, we had a fantastic booth style table at the back.

Anyway, on with the chat . . .

While they are both bold and forthright, they reserve  special drive and force whenever the subject of Wasted Chic, the pop up event run by Alexandra or Spin Sister PR run by Zoe comes up. It takes a lot of drive to take on such huge challenges but they have. I’m ot sure they know the meaning of the words fear or quit. If they do its as a motivator, “we have made a lot of mistakes along the way but we had to learn as we went,” Alexandra states toward the end of dinner. It’s natural not only that they are close friends, but that fate has brought their business paths together.

Their ethos of do it yourself runs into the pop up. Finding the right traders “its about their passion and attitude.” A point Alexandra is keen to put across. Zoe talks of “not wanting to have to let others do it for me. I know we can do it.”

mc 2

Wasted Chic is an extension of Alexandra, it’s her personality defined in to a pop up, “its a perfect Saturday, shopping, a few cocktails, some live DJ’s, what better afternoon?” Spin Sister in the same way is an echo of Zoe, its about getting out there with the things she’s passionate about, turning talking music and fashion into a business. PR requires care about your partners and products, and that flows out when she talks of the PR, Record Label and group she has. Zoe doesn’t appear to have time to have a quiet sit down with a cuppa.


I often talk of how as a writer I want to tell stories from the industry, of people and the things they do, well I get the sense that with this pair to quote Churchill “this is just the end of the beginning.

Wasted Chic is celebrating its first birthday this Saturday, the 9th of May, 12.30 to 6pm at McQueen in Shoreditch. Its free entry, 40 traders and designers, 3 rooms, live DJs and a wide range of cocktails available. WHy not head dow for a browse, a drink, and a slice of birthday cake?


About Ross Pollard

Since starting writing on my 31st birthday in 2011 I have held a number of positions at magazines and websites as well as regularly producing articles for numerous publications alongside contributing to TV & radio shows as a freelance fashion journalist including Hoxton Radio & Fashion One TV. Alongside writing, I have worked in other industries helping to design & grow digital platforms, develop businesses and support operations practices. This experience has proved invaluable in building an understanding of how businesses work, and the landscape in which retail, B2B commerce and other commercial operations develop. Knowledge of commercial interests has helped shape my fashion industry insights beyond critiquing of garments

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