The Power Pair: How Sinéad McKeefry and Claudia Winkleman are Changing British Fashion
Why Sinéad McKeefry is the most influential woman in British fashion right now, and how a 5ft 5, 53 year old with a love of fake tan became every woman’s style reference point.
There is a quiet shift happening in British fashion and with The Traitors series four well underway in January 2026, it has become anything but quiet.
At the centre of it is Sinéad McKeefry, the stylist behind Claudia Winkleman. Together, they have changed not just how women dress, but how they understand clothes working for them.
This is not about spectacle. It is about authority.
Sinéad is a trained fashion professional with decades of editorial and styling experience, spanning textiles and Central Saint Martins. That matters. For the past ten years, many women have relied on influencers who, realistically, know how to dress their own bodies for their own lifestyles. What Sinéad brings back into the conversation is breadth. She understands proportion, fabrication, movement and context. She knows how clothes behave on different women, in real weather, doing real jobs.
That is why this feels genuinely exciting.
Claudia is 53. She is 5ft 5. She is unapologetically fond of fake tan and black eyeliner. She does not look like a fashion insider in the traditional sense. And yet she has become the most powerful style reference point in the country. Not aspirational in a distant way, but attainable. You can picture yourself in the clothes. You can understand them immediately.
Sinéad styles with restraint and intent. Heritage fabrics, tweed coats, kilts, capes and heavy knits are not dressed up or explained away. They are worn simply, repeatedly and without apology. A full length tweed coat is grounded with opaque tights and flat boots. A kilt becomes part of a working wardrobe when paired with a cashmere knit and a knee high boot. Nothing feels costume. Nothing feels precious.
The palette does a lot of the work. Black dominates, supported by charcoal, ink, navy, deep brown and earthy tones such as olive and burgundy. It is disciplined, grown up and confident. Texture then takes the lead: tweed, wool, leather, cashmere. The effect is calm and timeless rather than trend led. Getting dressed feels obvious, not performative.
This is styling as translation, not decoration.
It is no accident that British and Irish brands feature so heavily, from Le Kilt and Brora to Cordings. The craftsmanship, tailoring and provenance have always been there. What Sinéad shows is how these pieces live now, on a real woman, in real, often cold and wet Scottish castle conditions, without explanation.
Fashion houses and independent brands should take stock. This partnership proves that relevance does not come from youth or novelty, but from conviction. From showing clothes being worn properly, with clarity and confidence.
With series four unfolding now, the phenomenon has intensified. Searches for Claudia’s outfits have surged, driving sales of everything from Le Kilt tartan skirts to COS merino knits and Landskein tweed coats. The aesthetic evolves each season, with sharper punk and gothic notes filtering back into heritage classics, but the foundation remains confident, grown up and wearable.
What to take from this
If there is a lesson for readers, it is simple. Stop looking for inspiration from people styling only themselves. Start following professionals who understand clothes.
Good styling removes friction. It shows you how to wear something now. It helps you buy better, wear things longer and enjoy your wardrobe more.
This high low mastery, Spanx leggings under Burberry or Saint Laurent, COS knits with The Row boots, makes the looks accessible without sacrificing conviction.
Current season highlights (Series 4, January 2026)
• Le Kilt tartan skirts with knitted tanks from Hambro & Miller, finished with knee high boots, designer or high street
• Textured wool coats in herringbone, olive and burgundy, including standout Brora checks and Saint Laurent khaki
• Layered knits and faux fur for a cosy yet edged castle look, Brora cashmere, COS fine knits and quick high street finds such as Next cardigans
Stylists worth following
If Sinéad McKeefry has reignited your interest in proper styling, these names are worth your attention. All trained. All experienced. All focused on dressing women, not just showcasing clothes.
• Alexandra Carl: Modern classics with precision and ease
• Leith Clark: Intelligent femininity with real world polish
• Bay Garnett: Proof that individuality only strengthens with time
• Jane How: Excellent on strong clothes and real wardrobes
Sinéad McKeefry is not inventing a new aesthetic. She is restoring trust. Trust that serious clothes can be worn lightly. Trust that women do not need to change who they are to look modern. Trust that when styling is done properly, everything else clicks into place.