Alex Stedman

Alex Stedman, otherwise known as The Frugality, is a freelance fashion stylist and one of the most trusted lifestyle bloggers in the UK.

She is on a mission to democratise fashion, lifestyle, culture and interiors in a friendly and accessible way. Alex spent 15 years working in the fashion media industry for brands such as Matches, Red and Condé Nast Traveller before pursuing a freelance career where she now works solely on The Frugality and her social channels (with a combined following of 330K+)

The Frugality was relaunched in 2019 to include contributors and in 2020 The Frugality Talks hosted sold out panel discussions at Working From_ at The Hoxton, Southwark. And there’s plenty more to come! 

The Frugality has been featured in numerous media sites and newspapers: The Sunday Times Style, BBC, The Telegraph, The Evening Standard, Conde Nast Travellerand spoken at Stylist Live and ELLE Live. The site also won the Amara IBA for Best Interiors Lifestyle Blog and Bloggers Choice 2018.

Recently Alex launched her own range of matches, in collaboration with artist Frances Costelloe. The first colour sold out. She has now also launched her own weekly meal planner. Alex lives at home in London with her husband and two children in a house that is part-fabulous, part-unfinished….