Alex Stedman
Alex Stedman is the fashion stylist behind The Frugality and The R.U.E, sharing considered clothes, home finds and practical ways to make more of what you have.
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Alex’s happenings, collected from public sources, plus their backstory and Starbook, where fans write.
Known for
Substack
The R.U.EOverview
- Also known as
- Alexandra Stedman, founder of The Frugality
- Work
- Fashion stylist, writer and content creator
- Started online
- Founded The Frugality in 2012
- Now publishing
- The R.U.E, short for The Really Useful Edit
Mini bio
Before the blog.
Alex built her career in fashion publishing, working with Matches, Red and Condé Nast Traveller. Her work included styling fashion and celebrity shoots, editing shopping pages and writing for publications including The Times and The Telegraph.
Finding her own audience.
She started The Frugality in 2012. Its mix of style and everyday spending became a successful blog alongside her magazine work. In 2015 she left her job to concentrate on freelance editing and the blog, as she later discussed on The Success Revolution podcast.
From finds to things she makes.
Alex launched her first matchboxes in 2020 and went on to collaborate with artists including Frances Costelloe and Simone Brewster. The Brewster edition arrived in October 2022, bringing the artist’s abstract work to a household object Alex collects herself.
The Really Useful Edit.
After running The Frugality for 12 years, Alex shifted her focus to publishing as herself. The R.U.E brings together style edits, city guides and achievable DIY ideas. Recent posts also question constant clothing hauls and explore how to enjoy a wardrobe with fewer new purchases.
Creditschronological, newest first
Writing and styling
- 2026Renovation deep dive: hallwayWriter and creator
- 2024I tried 10 basic white tees (so you don't have to)Writer and stylist
Product collaborations
- 2022The Frugality x Simone Brewster matchboxesCollaborator and publisher
Awards
Quotes
taste doesn’t have to be expensiveAlex Stedman, official About page
Alex describes this as the ethos behind her recommendations.
Trivia
- Alex is a matchbox collector, describing herself as a phillumenist.
- Her first product launch was a range of matchboxes in 2020.
- For her white T-shirt comparison, she styled ten tees the same way to help readers spot the differences.
Find Alex
Follow Alex for considered style, home ideas and the latest Really Useful Edit.
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