My Big Idea

My Big Idea

United States

Ever dreamed of switching up your work life, achieving a dream or starting your own business? Get inspired by our interviews with the young, smart women forging their own path in everything from fashion and beauty to restaurants and the music industry.


My Big Idea #69 – How to set up a health food and lifestyle enterprise  

Creator of the popular Detox Kitchen, young British female entrepreneur Lily Simpson talks to ASOS editor at large Danielle Radojcin about building a health food and lifestyle brand that is loved by the likes of Gwyneth Paltrow and Elle Macpherson. A lifelong love of food and a hands-on involvement in her business have helped Lily to establish two delis in London, a concession in Selfridges, a fitness studio and a successful food delivery service, as well as co-write a best-selling cookbook – it’s no wonder that this year her company is due to turn over an impressive £5million. All the more impressive given that she started out with a £10k bank loan. The former caterer launched Detox Kitchen in 2012 when a client asked her to create tasty recipes that would help her shed her post-baby weight. Then, in 2013, the company received a massive boost when Hollywood actress Gwyneth Paltrow endorsed it on her lifestyle website Goop. Currently in the process of revamping her deli in London’s Soho, Lily is also planning three more London locations, has a new vegetarian cookbook coming out in the New Year, and has her sights set on eventually taking Detox Kitchen to New York. Here’s Lily’s big idea.

My Big Idea #68, How to set up your own homeware design company  

Homeware designer Elizabeth Elsey of interiors brand Elizabeth Scarlett talks to ASOS editor at large Danielle Radojcin about producing everything from cute cushions to luxe bed linen and the challenges of making her creative vision a success. Having studied fine art at Central St Martins then switching to a business degree at Westminster University, Elizabeth launched Elizabeth Scarlett in 2013, using her signature hand-painted designs to adorn lifestyle products, which are now stocked in high-end stores such as Fortnum & Mason, and as far afield as Ibiza and St Tropez. Elizabeth has just gone full time with Elizabeth Scarlett, having previously combined her work on her homeware range with working for high-street retailers including John Lewis and B&Q. She has used the commercial knowledge she also gained from her time on the retail graduate scheme at Tesco with her eye for design to create a high-quality but affordable lifestyle range that is increasingly loved by 20-somethings. Now, with a candle collection in the pipeline, Elizabeth is proof that passion, allied with appealing design and commercial nous can take you a long way. (And some wise words of advice from the Oliver Bonas himself don’t hurt either!) Here’s Elizabeth’s big idea.

My Big Idea #67, How to launch a photo-sharing website  

Welcome to the weekly ASOS podcast, bringing you inspiring career advice from amazing women. In this episode, editor at large Danielle Radojcin talks to Katie Hobbs, the founder of private photo-sharing site KatchUp. Katie talks about how KatchUp was born after she graduated from Loughborough University in 2011. The idea came to her when she and her family discussed how they all had great photos scattered across laptops, phones and computers, but they felt that there wasn’t a way for them share their images on social media easily and, most importantly, privately. Here, Katie discusses the challenges of securing government funding for her start-up (she had to submit a 12,000-word proposal!), how she has monetised KatchUp without featuring any adverts on the site and app, and reveals what it’s like working with her family, especially as her parents have their own business. Now based in west London since May 2016, and with an impressive 50,000 downloads for the app, Katie heads up a small-but-dedicated team of marketers and developers and is looking to build the events side of KatchUp, possibly working at larger events like festivals, and one day even going global. Here’s Katie’s Big Idea.

Danielle Pender of Riposte - My Big Idea #66  

Welcome to the podcast from ASOS that brings you awesome career advice from inspiring women. This episode, Georgia Murray chats to Danielle Pender, the founder and editor of Riposte. Billed as ‘a smart magazine for women’, Riposte features interviews with an array of subjects, from the freshest talent around to feminist heavyweights like Gloria Steinem. The publication has been featured on Monocle, It’s Nice That, Creative Review and the Sunday Times Style magazine. Danielle talks us through how her experience as a curator at KK Outlet, the London office of Dutch communication agency KesselsKramer, led to her founding Riposte, the importance of teamwork, and how she spotted a gap in women’s media (and then filled it). This is Danielle’s Big Idea.

My Big Idea at London Fashion Week - Emma Elwick-Bates  

This My Big Idea podcast comes directly from London Fashion Week. In this podcast, ASOS editor-at-large Danielle Radojcin speaks to American Vogue's fashion and news editor Emma Elwick-Bates. Emma graduated from Central Saint Martins in 2002 with an MA in fashion history and joined British Vogue in 2005 as a fashion features assistant, where she also held the position of market editor. In 2013, she was named as American Vogue's style editor. Emma has previously worked at Dazed & Confused, the BBC in their factual entertainment department, and contributed to The Guardian and BBC News. She also sits on the British Fashion Council's NEWGEN panel and has presented live panels with members from brands including Gucci, Marc Jacobs and Chanel. In this podcast, Emma shares her tips on breaking into the fashion industry, her fashion week highlights and what it's like to work for Anna Wintour.

My Big Idea at London Fashion Week - Penny Martin  

This My Big Idea podcast comes directly from London Fashion Week. In this episode, ASOS editor-at-large Danielle Radojcin speaks to Penny Martin, editor-in-chief of The Gentlewoman magazine about how she has made it such a success and her tips for those looking to build a career in fashion journalism. Penny has also served as the chair of Fashion Imagery at London College of Fashion, editor-in-chief of, curator of special collections at The National Women’s Library and curator at The National Museum of Photography, Film and Television. She is also a contributor to magazines including Fantastic Man and The New York Times, W Magazine, has worked alongside Nick Knight and has curated exhibitions at galleries and museums including The Photographers' Gallery and Somerset House in London. The Gentlewoman offers an informed and intelligent view on fashion, combined with progressive journalism and features on influential modern women such as Fatima Bhutto, Alannah Weston and Floriane de Saint Pierre.

My Big Idea at London Fashion Week - Alexandra Shulman  

This week's My Big Idea podcast comes directly from London Fashion Week. In this podcast, ASOS editor-at-large Danielle Radojcin speaks to the editor of British Vogue, Alexandra Shulman, about her time at the title, its fashion legacy and her advice for those wanting a career in the industry. The longest-serving British Vogue editor began her fashion journalism career in 1982 at Tatler magazine, subsequently working for a host of Condé Nast publications including the British edition of GQ, as well as being a prominent author and writing for the Sunday Telegraph and the Guardian. Some of Shulman's most memorable issues have been the Millennium Issue, which cast readers as cover models, and the Gold Issue, depicting Kate Moss in silhouette. Shulman has always made a point of working against the promotion of unattainable beauty standards in fashion, addressing the issue in interviews and in her writing. It goes without saying that Shulman has become a legendary member of the fashion community and is in a unique position to give career advice and her thoughts on the future of fashion.

My Big Idea at London Fashion Week - Charlotte Lurot  

This My Big Idea podcast comes directly from London Fashion Week. In this podcast, ASOS editor-at-large Danielle Radojcin speaks to Charlotte Lurot, the director of Bacchus, a creative agency offering public relations, production, and social media services to brands in the luxury lifestyle sector. Lurot began her career working for Thierry Mugler in Paris before co-founding Bacchus. Since then Bacchus has designed, built and managed some of the main show spaces at London Fashion Week, working with the designers to express their visions and bring their shows to life. As well as with the British Fashion Council, Lurot has worked with clients including the famous David Shrigley-decorated restaurant Sketch, The V&A, Nobu, Beyoncé (yes, really), Kenzo, Christian Lacroix, Rihanna, adidas and Soho House. In this podcast, Lurot details her work for London Fashion Week and how she made a name for herself in the industry.

My Big Idea at London Fashion Week Special - Harriet Verney  

This My Big Idea podcast comes directly from London Fashion Week. ASOS editor-at-large Danielle Radojcin speaks to Harriet Verney about her upbringing in the world of fashion and how to break into the industry. Harriet Verney is a London-based writer and journalist who contributes to i-D, US Vogue and, LOVE, GQ, Teen Vogue, Stylist Magazine, Wall Street Journal, Lula and many more. The niece of fashion icon Isabella Blow, who helped to launch the career of Alexander McQueen, Harriet is currently contributing editor at Wonderland and senior editor at LOVE magazine. Harriet has herself been shot by photographers including Mario Testino, Nick Knight and Bettina Rheims. The east Londoner has most recently shot for Teen Vogue (in a self-styled main fashion story), Paper Magazine and Tank. She regularly partakes in SHOWstudio's discussion panels alongside fashion luminaries like Lisa Armstrong, Hilary Alexander and Colin McDowell.

My Big Idea at London Fashion Week Special - Lou Stoppard  

This My Big Idea podcast comes directly from London Fashion Week. In this podcast, ASOS editor-at-large Danielle Radojcin speaks to Lou Stoppard about working in the fashion industry, breaking the internet on a regular basis and generally being a boss. Lou Stoppard is an Oxford University graduate, SHOWstudio editor and a freelance writer, curator and broadcaster. SHOWstudio has been at the forefront of the fashion film industry, collaborating with some of the most influential figures in the biz including John Galliano, Kate Moss, Rick Owens, Comme des Garçons and Alexander McQueen. Lou has interviewed the likes of Kanye West, Jeremy Scott, Alexandra Shulman and David Sims. Lou also curated her first exhibition, Mad About The Boy, in 2016. The show focused on fashion's obsession with and portrayal of youth and featured work by Glen Luchford, Raf Simons, Gosha Rubchinskiy, Kim Jones, Nick Knight and Meadham Kirchhoff. Needless to say, Stoppard is making waves in the fashion industry.

My Big Idea at London Fashion Week Special - Angel Chen  

Welcome to My Big Idea, an ASOS podcast bringing you inspiring and practical career advice. This episode comes to you directly from London Fashion Week. ASOS editor-at-large Danielle Radojcin speaks to up-and-coming Chinese fashion designer Angel Chen who is showcasing for the second time at London Fashion Week after graduating from Central Saint Martins in 2014. Chen’s designs are packed with colour and sequin embroidery, drawing inspiration from mythical creatures, her dreams and from dancing. At graduation, Chen was named as a designer to watch by Fashion Scout and featured in Forbes Magazine's 30 Under 30. All Chen’s designs use innovative fabrics, mainly sourced from the Première Vision trade show, giving her designs a unique, eclectic feel. In this podcast, Chen speaks about her ethereal designs, her love of colour and her tips for those wanting to break into the fashion industry.

Jade Golding of The Little Deer - My Big Idea #65  

Welcome to the weekly ASOS podcast, bringing you inspiring career advice from amazing women. In this episode, managing editor Lucinda Greasley talks to Jade Golding, the founder of Brighton-based independent online fashion and lifestyle store The Little Deer. Jade created The Little Deer while she was still studying for her design and photography degree, and has used the skills she acquired from her studies as well as the experience she gained from her previous jobs in retail to realise her dream of being her own boss. The site stocks small independent clothing, accessories, jewellery and homeware brands, alongside The Little Deer’s own in-house interiors collection. Jade does everything from designing the site’s artwork, doing the photography, managing its social media accounts and even packing and posting orders, and she also has a stall at London’s Netil Market in Hackney, which provides plenty of inspiration. Here, she talks about the challenges of setting up a website and running her own business, trying to balance her workload with her downtime, working with friends, and how her retail experience has helped her become a success. With plans to grow The Little Deer team in the future, add more brands and develop The Little Deer’s own collection, no doubt you’ll be hearing and seeing plenty more from Jade over the next few months. Here’s Jade’s Big Idea.

Charlie Craggs - My Big Idea #64  

Welcome to the weekly ASOS podcast, bringing you inspiring career advice from amazing women. In this episode, features editor Jen Lynn talks to Charlie Craggs, the activist and founder of Nail Transphobia. Charlie talks about how she is helping to educate people on transgender issues, by taking her pop-up nail salon around the UK and giving free manicures to the masses, while providing them with the opportunity to ask her about her life as a trans woman. Recently crowned number one on The Observer’s New Radicals list, Charlie also talks about how positive press is helping spread her message even further, and what she plans to do next. With a nail product and a book in the pipeline, you’ll be hearing plenty more from Charlie over the coming months. Here’s Charlie’s Big Idea.

Lucy Moore of Claire de Rouen - My Big Idea #63  

Welcome to the weekly podcast from ASOS that brings you awesome career advice from inspiring women. In this episode, editor Danielle Radojcin talks to Lucy Moore, the director of cult London fashion and art photography bookshop, Claire de Rouen. Lucy talks about what it’s like taking over a business that’s already up and running, why she loves doing wedding lists, and gives us the lowdown on her new space at Selfridges. She also talks about her clientele, which ranges from students to Hollywood actor Benicio del Toro. She also gives her indispensable tips on how to start your own photography coffee-table-book collection, from rare tomes from the likes of Diana Vreeland, to sourcing cool free zines by the likes of fashion designers Grace Wales Bonner or Simone Rocha, not to mention the best hashtags to follow on Instagram for beautiful book sourcing. Here’s Lucy’s Big Idea.

Hardihood - My Big Idea Ep #62  

In this week’s My Big Idea podcast, Lucinda Greasley talks to Daisy Payne and Leah Harwood-Gowen, the ladies behind the tastebud-melting raw cake company, The Hardihood. After meeting at a dinner party and simultaneously deciding to give up sugar in 2K14, the duo found that east London wasn't cutting the mustard for the sugar-free lifestyle they craved. Cue the birth of The Hardihood. Through multiple kitchen disasters and several tasting sessions, a selection of curated tasty goodness was born. With a book coming out in February 2017 and an extensive client list already at their fingertips, Hardihood confectionaries are the talk of the town (we’ve heard the sea salt and caramel raw cake is a winner). Here's Daisy and Leah’s Big Idea

Beast and Burden - My Big Idea #61  

In this week’s My Big Idea podcast, Lucinda Greasley talks to creative duo, Emily Bridge and Emma Witter, AKA Beast and Burden. After sharing some digs and being labelled ‘the messy housemates’ (with good reason; they collected eggs and bones), the Central Saint Martins performance design and practice graduates decided to invest in a studio to fully immerse themselves in their curious, creative endeavours. Focussing on set design and sculpture within fashion and food, the pair talk us through how Beast and Burden was born, their fascination with salvaged materials and how Monday fun-day is an integral part to their working week. Here’s Emily and Emma’s Big Idea.

Beth Chilton - My Big Idea #60  

Beth Chilton – My Big Idea #60 This week, ASOS senior fashion editor Jemma Tibbals speaks to Beth Chilton, owner and director of two fashion brands: Hope & Ivy, an occasion wear label, and Alter, soft tailoring with a workwear angle. With advice about finding funding for a start-up to patenting your company’s name, Beth chats about the business processes she’s been through, including appearing on the latest series of BBC Two’s Dragons’ Den. This is Beth’s big idea.

Daisy Walker - My Big Idea #59  

Hello and welcome to episode 59 of My Big Idea, an ASOS podcast. This week, ASOS daily editor Danielle Radojcin speaks to young fashion photographer Daisy Walker about how she’s provoking change in the fashion industry through her forum, Women in Fashion, how to be engaged with the online feminist debate and why she doesn’t shave her armpits. Daisy’s work has appeared in Dazed, i-D and Italian Vogue. She speaks about what it was like interning at Marie Claire, how to become a photographer, why she decided to create an online home to address gender bias in the fashion industry and how you can get involved. This is Daisy’s big idea.

Kim Boutin - My Big Idea #58  

Hello and welcome to episode 58 of My Big Idea, an ASOS Podcast. This week Danielle speaks with digital designer, Kim Boutin. Kim has designed interactive interfaces for many fashion and luxury houses such as Chanel, Hermès, Carven, Repetto and Chloé. In 2013, she was asked to join Kenzo’s Art Department team as a Digital Art Director to create and work on a variety of digital topics. In 2015, she moved to London to launch DVTK with long term friend and collaborator David Broner. This is Kim's big idea.

Jessi Baker - My Big Idea #57  

Hello and welcome to My Big Idea, an ASOS Podcast. This week Danielle is joined by Jessie Baker a tech designer and engineer. Jessie is currently building Provenance, a platform that empowers brands to take steps toward greater transparency by tracing the origins and histories of products, building on a new technology called blockchain. This is Jessie's big idea.

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