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
    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

  • Sam Deaman
    Tread softly: 15 of the best retro trainers

    Chunky shoes make a big impression, but these super-slim sneakers have a more streamlined appeal

    Sat, 1 Nov 2025

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

    Mel C fronts JW Anderson’s new campaign, Glenn Martens comes to H&M, Blunt brollies tackle winter rains

    Wed, 29 Oct 2025

  • Sam Deaman
    Legends of fall: 12 autumnal accessories

    Ride into autumn with earth-toned accessories to reflect the season

    Tue, 21 Oct 2025

  • Sam Deaman
    Labubus, Prada and sex shop braces: Frieze’s fashion forward visitors

    It isn’t just the artists putting on a show in London this year

    Sat, 18 Oct 2025

  • Sam Deaman
    Pick ’n’ mix: 10 of the best resin jewellery pieces

    Treat your look to luscious pops of candy with this season’s chunky resin jewellery

    Sun, 5 Oct 2025

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

    Cowboy denim, a cultural exchange inspired collab and David Gandy’s pants

    Tue, 30 Sept 2025

  • Sam Deaman
    Gather your knits: 18 of the best men’s jumpers

    Pull the wool over your eyes with this roundup of stylish new sweaters

    Sun, 28 Sept 2025

  • Sam Deaman
    Fall for your perfect autumn scent

    Find a trusted, go-to fragrance that will add a memorable top note to every occasion

    Thu, 25 Sept 2025

  • Sam Deaman
    Hometown glory: highlights from London Fashion Week spring/summer 2026

    The SS26 schedule was bursting with talent, heralding an exciting new era for the capital’s fashion creatives

    Wed, 24 Sept 2025

  • Sam Deaman
    Slouching around: 10 of the best slouchy bags

    Soft and spacious bags to carry all you need

    Mon, 22 Sept 2025

  • Sam Deaman
    At last! Fashion gets comfy

    Clothing has entered it's comfort era, with brands embracing softer, looser styles we can live in

    Sat, 20 Sept 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

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