Chanel in one hand, passport in the other

While it began as a hobby in 2009 to escape the daily grind of a corporate dress code, Friend in Fashion has evolved to become one of Australia’s most influential fashion, travel and lifestyle blogs. Jasmin Howell is the creative force behind Friend in Fashion, capturing the fashion mood of the moment with a dash of wanderlust.

Jasmin showcases her polished, feminine and effortless style through her tightly edited blog posts and scroll inducing Instagram feed. Offering readers a taste of her enviable wardrobe and jet setting lifestyle, Friend in Fashion is Jasmin’s visual guide to a beautiful life.

As one of the country’s most prolific bloggers, Jasmin has worked with leading brands both nationally and internationally, partnering on a variety of projects and campaigns. Jasmin’s recognisable style and authoritative voice make her one of the most sought after in the business.  Brands Friend in Fashion has collaborated with include: L’Oreal, Burberry, YSL, Tommy Hilfiger, Omega, Kate Spade, BMW, Estee Lauder, Uniqlo, Dyson, Farfetch, and Veuve Clicquot.

Jasmin is an accomplished keynote speaker and as a confident presenter is regularly asked to host fashion events including runway shows for Vogue Fashion Night Out, David Jones, live events for Westfield and countless in-store appearances. Charming, warm and a true natural, Jasmin gives events a personal yet professional touch. She has also appeared in various behind the scenes videos at Fashion Week events, interviews, online video series and television commercials.

Travel is a unique and hugely influential element of the Friend in Fashion offering. Inevitably informing Jasmin’s distinctive style, the exotic destinations act as both the inspiration and setting for many of her posts. Jasmin’s well worn passport has enabled her to work on a number of international campaigns as well as with luxury hotel groups, The Leading Hotels of the World and Mr & Mrs Smith..

Captivating, elegant and endlessly chic, Jasmin has created her niche in the blogosphere with Friend in Fashion, offering her loyal fans a one-stop destination for the very best in fashion, travel and style.

As featured on