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
    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
    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
    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
    We love: fashion fixes for the week ahead

    Sustainable style, covetable charms and a comedy collab

    Fri, 5 Sept 2025

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

    Rihanna reunites with Puma, adidas goes hiking and a collection based on rave culture

    Mon, 11 Aug 2025

  • Sam Deaman
    Fashion: Fancy footwork

    Step away from crocs and trainers, and slip on a loafer

    Sun, 8 Jun 2025

  • Sam Deaman
    Fashion: Butter up your wardrobe

    Soft, pale and lavishly sumptuous – butter yellow is the colour of the moment

    Sat, 31 May 2025

  • Sam Deaman
    Fashion: 10 fisherman sandals that are a total catch

    Fisherman sandals to reel in the summer

    Wed, 28 May 2025

  • Sam Deaman
    Try on these shades of summer

    Stylish sunglasses modelled by real people in the park

    Sun, 25 May 2025

  • Sam Deaman
    In pictures: street style at Chelsea Flower Show

    Visitors to the annual show did not disappoint when it comes to flora-inspired fashion and fruitful backstories

    Sat, 24 May 2025

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