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Best Wardrobes in Britain: Jess Morris

Welcome to the latest highly exciting instalment of Who What Wear UK’s Best Wardrobes in Britain. It’s where we do exactly what it says on the tin: delve into the most fantastical, awe-inspiring and downright influential wardrobes in this fair country of ours. We’re honing in on the women who cause the street style photographers to press their shutters as much as the characters you don’t yet know—the ones who fly under the radar with secretly incredible clothing collections.

Many have imitated the rock ’n’ roll look since its inception all those decades ago, but very few—only the truest real-life rockstars—live it each and every day. Forget fads or trends: Jess Morris, founder of celebrity-adored label Rockins and the former fashion PR of Agent Provocateur and Vivienne Westwood, is one of those rare Brit birds.

Her own aesthetic—and that of her iconic retro counterparts—has been artfully crafted into a lifestyle others can buy into. From the simple addition of a skinny silk scarf to the full rocker look, Rockins has established a steady niche in an ever-changing fashion market with a boutique on London’s Golborne Road. Jess kindly let us into her home to document her curated wardrobe and talk about the Rockins crew, which includes high-profile names like Kate Moss and Sienna Miller.