Joanna Shiers


Joining USP from innovation, research and advisory service, Stylus, where she held the position of Fashion & Beauty Editor, Joanna was responsible for  seasonal forecasts, catwalk analysis and future focused beauty analysis.

After graduating with a BA in Fashion Design from London’s University of Westminster, Jo set up her own label with twin sister and illustrator Ros Shiers selling womenswear and accessories. She has also worked as a footwear and accessories designer/ trend researcher for a leading chain supplier, based both in New York and London and was Senior Trend Editor at

Jo’s fashion instinct and creative eye seek out the influential and innovative in fashion and how these relate to the wider cultural landscape.

USP: Virgo. Identical twin. Old Céline obssessive. Loves to bake.