Chloe McInnes

Tech Team Lead & UX Copywriter,

Current role
As a Tech Team Lead and UX Copywriter, I have two main goals. The first is to manage Developers and Designers, as well as work closely with a Product Owner to drive the success of my team. The second is to create a copy strategy, centred around the customer, that perpetuates lines of experimentation. Every piece of copy I write is A/B tested and I analyse the data to determine the success of improvements I want to implement. I also work closely with User Researchers and Data Scientists, creating roadmaps that will inform my decisions and align with the wider business goals.

Previous experience
As a Digital Copywriter for Selfridges, I wrote engaging and eloquent copy for a luxury, international ecommerce site. Working alongside the UX and SEO teams, I helped implement tests that drove user engagement. Prior to this role, I honed my skills writing copy for a flash sales site, online production, launching a campaign for Smythson, an intranet redesign and writing content for an on-boarding site. I also gained branding experience by supporting a start-up by writing copy across Social, Email and offline campaigns. At the same time, I wrote freelance articles for Scribol and Stanford Travel.


Embellished Union Jack wool jumper

Provoking cries of Rule Britannia, nothing speaks of the United Kingdom louder than this Gucci jumper. Covered in the Union Jack from front to back, this woollen style is all about a regal level of pomp and circumstance; note the shimmering gold collar that's framed by pearls - not to mention the embellishment at the chest that looks like a bejewelled medal of honour. Ruched to bring the shoulders up, this piece will have people referring to you as HRH.
Serpenti Seduttori 18kt white-gold and diamond ring

A natural development of its iconic Serpenti design, the silhouette of Bulgari's Seduttori ring is modelled on the hypnotic movements of a snake - illustrated by a reptile-embossed lattice that creates the 18kt white-gold cage of the band, and pavé diamond patterning. Each Bulgari creation is available to order online using our Click & Collect service at Selfridges London. You will collect your order at the Bulgari boutique in The Wonder Room.
Contour set of two acrylic coasters

Famed for her phenomenal and ground-breaking success as an architect, Beirut-born Dame Zaha Hadid's legacy continues on across this stunning collection of home accessories. Part of the Contour collection, this set of two acrylic coasters features a radiating geometric pattern that's mesmerising to look at. Presented in monochrome and backed with a metallic finish, they make an artistic addition to your home.
Tied-sleeve cotton-poplin shirt

Making waves with a viral runway show that featured models wearing clothes that dissolved under a wall of water, only to reveal embellished designs underneath, Hussein Chalayan is the phoenix of fashion. Following on with the theme of deconstructing a piece before metamorphosing it into something more spectacular, the eponymous label slashed the sleeves of this buttoned, cotton-poplin shirt and fastened it back up with rows of beautifully tied bows.
Lost in Wonderland silk-chiffon and lace babydoll

Revel in the dreamlike world of Carine Gilson's AW16 edit. 'Lost in Wonderland' is a place where lavish lilies, myosotis blooms and deeply-hued dahlias dance - with the fluidity of watercolour - across inky layers of couture lingerie. Strung from spaghetti straps and hand-stitched with lace that whispers across the décolletage and hem, this undeniably flirtatious babydoll skims your body with its feather-light, silk-chiffon fabric.
Tavern cotton-jersey top

Drawing inspiration from its East London surroundings, AllSaints understands that a lot of layering can go into a deconstructed look. Although the concept of 'dress up to dress down' may seem paradoxical, it's pretty much become the mantra of the Hackney elite. Here to help you achieve an effortlessly edgy outfit, the Tavern top is cut to fit loosely - the soft cotton-jersey toughened with grosgrain trims that shrug down from the shoulders.
Madeleine wool and cashmere-blend jumper

Embroidered with the words 'Rue Saint-André-des-Arts', Maje's Madeleine jumper speaks of the richest literary and creative quarters of Paris. Fashioned from a blend of wool and cashmere, this is a layer that adds more than luxury to your cover-up collection - it's one that's woven with a deeper meaning, one that encourages avant-garde thinking and artistic endeavours. Wear it with minimal accessories to let the cursive lettering do the talking.
Shearling collar leather jacket

An investment piece that will transcend trends, Ted Baker’s leather jacket has all the makings of a classic – with a dash of detachable shearling to see you through the colder months, of course. Slightly polished so as not to align it with overtly grungy styles, this supple layer is given a glimmer of glamour through the addition of well-chosen, gold-toned hardware. Play up to a tough-luxe look by zipping it over an easy tee, drainpipe jeans and chunky boots.
Bianca woven dress

Named after its founder, Russian-born designer, Olga Vilshenko, this is an eponymous brand that turns the idea of austere, utilitarian apparel on its head...
Petite mont et merveille boîte

With its eponymous founder lauded as "the Picasso of Pastry", Pierre Hermé knows more than a thing or two about tasty treats. Expanding from award-winning pastry-making, the Parisian purveyor is also considered something of a artist of desserts. The perfect gift for that sweet-toothed someone, this Petite mont et merveille boîte gift box redefines richness and decadence with its fruity infusions and chocolate delights.
Selfridges Selection mini condiments trio

Exclusive to Selfridges Selection, these are the three ultimate condiments for lovers of cheese. Created by Hillside Foods in Devon, each condiment is tailored to a specific flavour. The British Fig & Port Chutney lends itself to blue cheeses, the Artisan Caramelised Onion Chutney goes well with goats cheese and cheddar, while the Artisan Mango, Lime & Chilli Pickle best complements British cheddar.
Printed asymmetric cotton-jersey dress

Self-assured, assertive and unapologetically contemporary, Nicopanda stays true to Nicola Formichetti's vision. A collision of prints, zips and draped detailing, this dress can best be described as a mash up - but a masterful one; proving that discordant notes can be manipulated into sounding harmonious. Dedicate yourself to an experimental way of dressing by pairing the multi-dimensional design with high-shine accessories.
Cherry-print silk jumpsuit

If you're not sure if all-in-one options are for you, Whistles is here to convince you otherwise with this jumpsuit. Crafted from pure silk, it couldn't feel smoother against your skin - a pleasing departure from stiff denim dungarees that you may associate with one-pieces. Covered in a cheerful, colour-popping cherry print, the loose-fit silhouette is nipped in at the waist with a self-tie belt to enhance your natural hourglass proportions.

Jetset ruffled woven skirt

Blending the energy of Paris with a free-spirited sense of bohemia, Maje’s Jetset skirt is alive with movement. Imagined in a two-toned palette, the mini sits high on the waist to cinch you in at your slimmest, before dancing down to a mid-thigh cut - layered with frills for maximum texture. We love this look topped with a lightweight blouse and anchored with chunky sandals.

Houlihan Military skinny mid-rise jeans

Rising through the fashion ranks back in 2010, J Brand's Houlihan Military jeans have been reimagined in a skinny silhouette for AW16. While the wide leg may have been streamlined, much of the utilitarian features remain the same - think buttoned flap pockets at each side, stitched panelling and a no-nonsense, mid-rise waist. Wear them with a leather jacket for a tough-luxe approach to downtime dressing.
Yswara King lalibela tea

Richly infused and ethically sourced, Yswara's gourmet teas pay tribute to African elegance and refinement. An Ethiopian Saint, King Gebre Mesqel Lalibela was auspiciously born amidst a legendary swarm of bees, inspiring the floral, fruity and sweet flavourings of this regal blend.
The Dockery large embossed leather handbag

A shining star of the heavily coveted collaboration between Aspinal of London and celebrated British actress, Michelle Dockery, The Dockery handbag combines classic craftsmanship with contemporary glamour. Inspired by a vintage silhouette, the clip closure has nostalgic resonances, while the croc-embossed leather gives the capacious design a desirably modern finish. (Height 26cm, width 31cm, depth 16.5cm, handle drop 9cm)
Metallic MCQ cotton jumper

An extra-terrestrial aura surrounded McQ Alexander McQueen's AW16 runway. Lighting up the London show, twinkling detailing conjured a dream-like, sleepwalking state. Translating across to the British brand's casualwear collection, this cotton jumper is treated to a luminescent MCQ logo, shimmering out from the centre of an inky-black canvas. Show your loyalty to the label by reaching for this cosy layer on chilly days.

This Is Exactly What Happens To You When Somebody Breaks Your Heart

Breakups are the worst! First, there's the feelings of anger, regret and sadness. Then your body starts to betray you, too, compounding your misery with headaches, hair loss and pimply skin. But you may be surprised to hear that there's a science behind this suffering.
20 Famous Actor Couples Who Fell In Love While Working On Set Together

We've all had office crushes. But imagine one of those magnified tenfold and you get a hint of what it's like on a movie set - with chemistry building, on-screen romance bringing together off-screen personalities and actors inevitably falling for each other. Some of our favorite power couples who met on film shoots seem as ...


Woof & Brew

Stanford Travel

Christchurch: Top 5 Tips

After experiencing Christchurch's earthquake first-hand in 2011, Chloe McInnes , who spent two years living and working in New Zealand, uncovers a rebuilt city that's beginning to welcome back visitors. Whenever I mention living in Christchurch, the most commonly-asked questions are "Wasn't there an earthquake there?" and "Was it scary?"