Season 3 Episode 007 - Inside Sydney Lane: How Sian Whitefoot Built a Fashion Brand with Unfiltered Honesty

2025-06-06

This week I’m chatting to someone whose career path is surprisingly similar to mine… we both studied at De Montfort Uni and started in the industry via the classic buying and design route before eventually going solo. Sian Whitefoot is the founder of Sydney Lane – a striking womenswear brand blending bold, confident design with a refreshingly honest online presence. If you’ve seen her TikToks, you’ll know she says what everyone’s thinking… and that unfiltered honesty has built a brand people genuinely trust. In this episode,...

Sian Whitefoot is the founder of Sydney Lane – a striking womenswear brand blending bold, confident design with a refreshingly honest online presence.

If you’ve seen her TikToks, you’ll know she says what everyone’s thinking… and that unfiltered honesty has built a brand people genuinely trust.

In this episode, we cover:

📦 Sian’s journey from contour fashion graduate to launching her own label

🎯 The highs and lows of her early career in buying, Australia and fast fashion

🧵 What it really takes to bring a design to life, from sketch to sample

📈 How she creates launch buzz and tension that converts

📲 Why raw content performs better than glossy shoots

🧠 Hitting a £50k month – and the risks she took to get there

👚 Building community, managing TikTok trolls and learning to love visibility

🔗 Links & Mentions

https://sydneylane.com/

https://www.instagram.com/sydneylaneofficial/