After graduating from the Creative Direction & Styling degree in 2012, Sam Woolf went on to work with Australian Celebrity Stylist, Kelly Smythe, as a Senior Stylist.

In 2013 he made the move to New York to pursue a freelance styling career, where he worked with the likes of Edward Enninful, Mario Sorrenti, Terry Richardson and Christine Centenera, with his work gracing the pages of publications such as AnOther, Elle, Purple, VOGUE Russia, VOGUE Mexico, i-D online and VOGUE Australia.

In 2014 he became Executive Creative Assistant to Fern Mallis, often dubbed the original creator of New York Fashion Week. In this role, Woolf coordinated interviews for Fern's SiriusXM radio show, 'Fashion Insiders' — including Lori Goldstein, Zac Posen, BryanBoy and Ken Downing - as well as her 92nd Street Y interviews with the late Bill Cunningham, Valentino, Victoria Beckham and Cindy Crawford (where he first crossed paths with a young-at-heart Iman, a full decade before she'd hand him a British Fashion Award). He also managed photo clearance for Fern's Fashion Icons book (Rizzoli), and coordinated her professional and personal schedule, travel and social media presence, plus her NYFW show and event calendar.

After seven and a half years in New York, Woolf relocated to Los Angeles in 2020 to build a celebrity styling career, working with artists including Latto, Bebe Rexha, Jhené Aiko, French Montana, Avril Lavigne, Jordan Clarkson, Adekunle Gold, Missy Elliott, YG and Ava Max, with his work featured in L'Officiel, Wave and Numero.

In March 2023, a one-off booking to style rising rapper Doechii for the Billboard Women in Music Awards turned into an ongoing creative partnership. Woolf went on to style the cover of her Grammy-winning album Alligator Bites Never Heal, dress her and an entire troupe of dancers in custom Thom Browne for her 2025 Grammys performance, put her in custom Louis Vuitton for the Met Gala and Vivienne Westwood for her Glastonbury headline debut, and steer a chameleonic run through Paris Fashion Week spanning Schiaparelli, Chloé and Valentino. In 2025 he also began styling Jennie of BLACKPINK - moving her from a vintage Chanel moment on the Blackpink world tour into custom pieces from Maison Margiela, Robert Wun and Vivienne Westwood - alongside his continued work with Jhené Aiko.

At The Fashion Awards 2025, held at London's Royal Albert Hall, the British Fashion Council named Woolf the inaugural winner of the Pandora Style Moment of the Year Award, presented to him on the night by Iman.

Instagram: @sam__woolf

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