Photo of Sam Deaman
Sam Deaman

Sam supports the styling of celebrity shoots, editorials, shopping pages and creation of fashion features. He also puts his degree in editorial and advertising photography to good use, shooting fashion still life and portraiture for the magazine and online platforms. Before joining the Observer, he worked as fashion assistant to stylist Luke Jefferson Day, as well as organisations such as The Guardian and Matchesfashion.

Photo of Sam Deaman

Sam Deaman

Sam supports the styling of celebrity shoots, editorials, shopping pages and creation of fashion features. He also puts his degree in editorial and advertising photography to good use, shooting fashion still life and portraiture for the magazine and online platforms. Before joining the Observer, he worked as fashion assistant to stylist Luke Jefferson Day, as well as organisations such as The Guardian and Matchesfashion.

  • Sam Deaman
    Belts to take your outfit up a notch

    A buckle belt will elevate – and secure – even the simplest everyday look

    Fri, 3 Apr 2026

  • Sam Deaman
    Utility is the smart road to trans-seasonal dressing

    These layer friendly pieces can help solve the fashion quandries of the in-between months

    Fri, 20 Mar 2026

  • Sam Deaman
    We love: fashion fixes for the week ahead

    Kim Cattrall returns as the muse for Designers at Debenhams, Baracuta’s iconic Harrington jacket has a makeover and Lee Jeans celebrates a special birthday

    Mon, 16 Mar 2026

  • Sam Deaman
    Bagsy this season’s woven tote

    This season’s woven handbags as seen on the shoulders of stars

    Fri, 13 Mar 2026

  • Sam Deaman
    Do you dare to slip the nip?

    Baring one’s pecs is the flex this season, as seen on the runway – and soon at a party near you.

    Fri, 6 Mar 2026

  • Sam Deaman
    Tune in to Percival, Soho’s A-list menswear store

    Listening bar meets casual masculine fashion in their flagship downtown venue

    Fri, 6 Mar 2026

  • Sam Deaman
    We love: fashion fixes for the week ahead

    Paul Smith sets sail, Bridgerton-inspired jewels and the perfect spring-time sneaker

    Mon, 2 Mar 2026

  • Sam Deaman
    Highlights from London fashion week autumn/winter 26

    Celebrations at Erdem, Pony Kids at Simone Rocha, and a cameo appearance from the King

    Thu, 26 Feb 2026

  • Sam Deaman
    Summer leather – yes, you read that right

    From coats to dresses and handbags, soft pliable leather is now here all year round

    Sun, 22 Feb 2026

  • Sam Deaman
    Five London Fashion Week designers to watch

    From dressing A$AP Rocky and Lizzo to producing pieces in inclusive sizes, we meet the new London talent championing thoughtful design

    Thu, 19 Feb 2026

  • Sam Deaman
    We love: fashion fixes for the week ahead

    Keepsake jewellery, running kit for the new year and sleek coats for drab days

    Sat, 10 Jan 2026

  • Sam Deaman
    The style index: road-running trainers

    Five of the best sports shoes, for city sprints or country canters

    Sun, 4 Jan 2026

  • Sam Deaman
    The Observer's 30 most stylish people of the year

    Skarsgård, Blanchett, Paddington... We rank the best-dressed celebs of 2025

    Fri, 19 Dec 2025

  • Sam Deaman
    Don of the dance floor: 30 key menswear items to update your party wardrobe

    Guys, take note, we’ve tracked down the go-to pieces to elevate your evening look – and where to find them

    Wed, 17 Dec 2025

  • Sam Deaman
    Nights to remember: 30 key womenswear items to update your party wardrobe

    From chic cardis to glittering pumps, these trends are your starting point for the party season

    Tue, 16 Dec 2025

  • Sam Deaman
    The clock is ticking: last minute gifts for beauty lovers

    Luxury lipsticks, candles, men’s shaving sets, fail-safe fragrances… we’ve found gift-able treats that truly deliver

    Sun, 14 Dec 2025

  • Sam Deaman
    We love: fashion fixes for the week ahead

    Personalised gifts, wearable smartphone carriers and a heritage take on an original

    Sun, 7 Dec 2025

  • Sam Deaman
    The style index: loafers

    Choose a shoe that suits you – and your budget

    Thu, 4 Dec 2025

  • Sam Deaman
    Major layers: 15 key items to update your winter wardrobe

    Classic pieces and retro details to keep you warm this winter

    Sun, 9 Nov 2025

  • Sam Deaman
    Catch a falling star: 20 of the best silver rings

    Move over gold! It’s time for silver to shine...

    Sun, 2 Nov 2025

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