By Nikos Aggelis-Anthis
From fashion creator to entrepreneur, Perrie Sian has built a career on instinct, ambition and an unfiltered approach to life online. With reasn growing into a business of its own and a move towards television and media on the horizon, she’s learning that the next chapter doesn’t have to mean leaving the old one behind.
There’s a certain kind of ambition that doesn’t disappear once you get what you want. It simply finds something else to reach for.
For Perrie Sian, the milestones have come thick and fast, from sharing high-street fashion finds online to building a loyal community around her personal style and co-founding reasn, the fashion brand reshaping the way women shop for clothes. Yet, despite everything she’s achieved, she still sees herself as the girl who’s chasing her dreams.
It’s a revealing way to look at a career that, from the outside, might seem to have reached a comfortable place. Perrie, however, has never been particularly interested in standing still. Having worked her way from retail into the world of online fashion, she’s built a career that moves between content creation, brand partnerships and entrepreneurship, without feeling the need to settle into a single identity.
She’ll happily call herself an influencer, a founder or a business partner, but her own preferred job title might be the most accurate of all: “Chief Juggler.” It captures the reality of a career in which several different ambitions are happening at once, each demanding its own kind of attention.
Fashion remains the thread connecting it all. Perrie’s relationship with style has never been about committing to one particular aesthetic.
Her approach to getting dressed reflects her approach to everything else: follow what feels natural, stay curious and don’t let other people decide who you should be.
That instinct has carried over into reasn, the brand she co-founded with Adam, where inclusivity is central to the business rather than an afterthought. Offering sizes 6–28 across petite, regular and tall fits, the brand is built around a simple idea: women deserve clothes that make them feel good, not clothes they have to work around.
But building a business also means learning to live with a different kind of pressure. When your own name and reputation are attached to every decision, criticism can feel personal, and success doesn’t necessarily quiet the self-doubt that comes with it. Perrie is candid about the fact that she’s still learning how to manage that side of things, even as reasn continues to grow.
Now, another ambition is beginning to take shape. Television and radio hosting are next on her list, with Perrie keen to bring the instincts she’s developed online into the wider world of entertainment and media.
For all the talk of growth, though, her definition of success is becoming surprisingly simple. Time, she says, is the most valuable currency she has.