History of Stylecheat

Style Cheat was founded in May 2019 by sisters Lexi Panayi and Natalie Reynolds with the goal of creating a brand with an “Australian beach vibe and London city attitude”. Born into a family fashion business that supplies some of the high street’s biggest names, the duo have worked in fashion for all their lives.

Style Cheat currently sells via its own website as well as on SilkFred, and is launching on Asos in early October. The brand focuses on feminine, elegant and playful styles with a sophisticated spin thanks to silky fabrications and subtle prints. Prices for the collection as a whole range from £18 for a jersey body to £108 for a sequinned dress. Key products include print midi- and maxi-dresses, which are priced between £30 and £60.

In its first three months of trading, the brand had turnover of £340,000 and is on track to hit £1.2m for its first year.

How would you describe the brand in one sentence?

Style Cheat was founded by strong women for strong women. We are an inclusive brand that ensures our range has something to offer women of all ages and walks of life, while keeping our relaxed fresh feel of Australian and LA street style mixed with an edge of London city attitude.