Exclusive Interview with Lena Aspette: Changing Lives Through Personal Style

• Your Smart Shopping Academy aims to make personal styling more accessible. What motivated you to create this platform, and how does it differ from traditional personal styling services?

The primary motivation stems from my personal transformation and the desire to debunk the idea that style is an inborn talent. Being able to dress yourself well is a skill that absolutely everyone can learn and develop. Similar to say driving a car or speaking a different language. It’s not rocket science, and I want as many women as possible to realize that.

When I learned more about personal style, I became way more confident about my appearance and it felt amazing! To me, now, clothing is not about fabrics you wear to cover yourself to not be naked, it goes way deeper, it is about how you feel and how you want to show up to this world. The beauty about clothing is that you can use it to suit your needs whether you want to attract attention or blend in.
Another reason was more practical. Most people assume that it’s a pricey service, so they decide to be complacent with their situation. However, a woman’s wardrobe is an intimate place, and she will suffer silently if she’s not happy with it. The Smart Shopping Academy offers an affordable alternative. Aside from that, my time has always been limited. I can only take so many clients in a month, but I wanted to help more people improve their styles, and thus the Smart Shopping Academy was born.

• Fashion was not your first career though. The transition from finance to becoming a personal stylist must have been quite a leap. What was the turning point or specific incident that made you realize this was the path you wanted to take?

Clothing is a very powerful tool - it can talk to the world without you even opening your mouth. It can make you feel confident or on the contrary completely insecure with how you look.

It’s come to me over several years. At some point I just stopped liking what I saw in the mirror and no matter what I tried, it just didn’t work. By that time I had been working in finance for a few years, and was earning good money. Then I’d turn around and waste it on clothes I’d never wear and that wouldn’t make me feel good. I thought that buying more would help me feel better. One day I came back from a next shopping spree, and my husband half-jokingly suggested that I ought to make a career out of shopping. Something clicked right then. There are indeed people who are being paid to do shopping personal stylists. Why don’t I learn more about this? And here we are! This propelled me into the realm of personal styling, where I formalized my skills, driven by a desire to help others while steering clear of the pitfalls of buying items destined to remain unworn.

• Clothing seems to have played a significant role in your life. Where did your relationship with fashion begin, how has it evolved over the years, and how did it lead you to pursue a career in personal styling?

I developed a love for fashion as a young girl thanks to my mother, whose clothes I would dress up in. I became enamored with the world of fashion, snatching up all kinds of things that caught my eye. However, later on when building up a wardrobe of my own, it felt chaotic at times having a closet full of elegant, intricate pieces and patterns that clashed. The turning point was a stark realization—I was consistently investing in items that languished in my closet, never to be worn.

• The Smart Shopping Academy seems like a fantastic initiative. Can you share more about how it functions and the kind of impact it has had on its members?

It all started with Smart Shopping Club which offers ready-to-shop capsules, timeless style inspiration ideas, and educational videos about various practical styling aspects. These capsules, featuring versatile choices for various styles and budgets, initially exclusive to members, gained popularity, leading to their public sale. The impact lies in simplifying the shopping process, emphasizing basic, timeless pieces that transcend seasons.
Due to its popularity, our club is currently at capacity. I keep it at a certain number in order to maintain a close relationship with the members. However, interested applicants are welcome to join our waiting list!

As time went on, I noticed a growing need for more comprehensive learning about the unique challenges women face, such as how to choose clothing that compliments their specific body type, organizing their wardrobes effectively, mastering color coordination, and grasping other fundamental styling principles. This observation led to the creation of the Smart Shopping Academy, which offers targeted training on these and other essential topics.

• Your Winter Capsule collection offers versatile choices for different styles and budgets. Could you elaborate on how you curated these pieces and the philosophy behind creating such a diverse yet cohesive collection?

Our seasonal capsules initially available only at the Smart Shopping Club offer a range of choices for different styles and budgets, featuring both mass and mid-market brands. Each item is carefully chosen to match all other items, eliminating the guesswork for women and making the outfit selection incredibly straightforward. The focus is on basic, timeless pieces, promoting a small yet impactful wardrobe over a vast, disjointed one. One other thing that makes these capsules special is that you have the option of buying items immediately (via country-specific links), or you can use the capsules as an outfit inspiration and utilize your own wardrobe. Our capsules offer abundant outfit formulas and styling ideas, all achievable with a small number of items. Starting last autumn, these capsules have also been made available for non-members to purchase.

• Your mission seems to focus on not just showcasing outfits but educating individuals on styling choices. How do you balance offering inspiration with imparting knowledge about making smart fashion decisions?

My approach is rooted in personal experience—buy less, wear more. I have several pieces in my wardrobe that I’ve been wearing for 5 - 7 years, sometimes longer, and I try to inspire members to do the same. My philosophy aligns with responsible consumption and sustainability. Rather than pushing fast fashion and big, expensive pieces that’ll be worn once, I want to motivate my Smart Shopping Club girls to break the pattern. We showcase long-term wear and provide the framework for making informed, responsible fashion choices.

• With the growth of your Instagram following to almost 500k, how has social media played a role in expanding your reach and connecting with your audience?

Building an Instagram presence was a challenge at first, as I had never had an account before! Initially London-focused, the app helped me gain a more global perspective and outreach. My clientele quickly expanded to the rest of the UK and Europe, then to the US, Canada and Australia, and then to over 60 countries and counting. Social media transformed Smart Shopping Academy into a global community, fostering connections and creating a diverse, international audience.

• As a busy professional, how do you navigate the challenge of balancing your professional life, business commitments, and personal time, especially being a parent?

That’s a tough one! I’d have to say that prioritization is the key here. Each week brings new challenges and obligations, and you’ll need to find out what works best for everyone.
One thing that helps me a lot is the passion I have for what I’m doing. I love creating content for Smart Shopping Academy, so it comes almost naturally to me. However, I’ve started hiring more people to delegate tasks to so that I have more time for myself.
Speaking of time for myself, in my personal life I take a quality over quantity approach to time spent with my family. When I get to be with my husband and daughter, I turn my phone off and leave work alone for a while. My daughter was especially helpful in introducing that ‘system’ – she loves demanding my attention!

• Looking ahead, what are your aspirations for the future of the Smart Shopping Academy, and how do you see it evolving to continue meeting the needs of your audience?

In the future, I want to see the Smart Shopping Academy expanding its global reach as we welcome an increasingly diverse group of girls from various countries. My goal is to help women at every stage of their styling journey. This includes offering a vast range of content, from concise, practical lectures and ready-to-shop solutions that address specific styling issues, to comprehensive courses that provide foundational and in-depth knowledge of styling.
And, as always, I want to continue making the learning process not only educational but exciting, enjoyable, and fun. It's not just about clothes; it's about the joy of expressing yourself. It's incredibly rewarding to witness and contribute to the style transformations of our members and guide them to their most stylish. As we grow, the Smart Shopping Academy will continue to adapt, ensuring we always meet our member's needs and have a good time doing it!

To learn more, check out Lena’s Instagram page or her website.