It’s a crisp autumn morning in October as I set out on a journey to the seaside town of Blackpool, a place rich in nostalgia, amusement arcades, and the shimmering glow of its famous illuminations. But today, it’s not the beachfront that draws me in—I'm here to meet Matthew Spade, a fashion content creator whose uniquely curated aesthetic and down-to-earth charm have earned him a loyal following. Known for his clean, understated style and thoughtful approach to menswear, Matthew has carved out a unique space in the crowded world of fashion influencers. As the train rolls through the scenic countryside, I can’t help but wonder how this coastal setting influences his creative outlook. By the time I step off the train, I'm eager to discover the man behind the lens and his reflections on style, creativity, and life by the sea.
What made you first get into fashion and creating lifestyle content?
While I was studying Fashion Promotion at UCLAN (Central Lancashire) in 2008 it was suggested we could start a blog to use as a journal to collate our thoughts. I quickly found a whole world of blogs of various subject matters and networks of people I wasn’t aware existed. I fell in love with writing, documenting and the community, and it progressed from there.
Walk us through your creative process when planning and producing content. Where do you start?
I try to look at a board range of subjects when researching with the hope to broaden by own interests, this is one of the big positives of social media for me. Even though I find myself in the design and style space, I take an interest in anything that piques my interest; be that natural or social history, comedy, science, space, graphic design and zine culture, small businesses owners or community-focussed thinking.
So that’s where I start - understand the key points of the brief, my role, the company I’m working for, and start to take inspiration from things I’ve encountered before. It’s not always that deep though, I’m quite a reactive person so a small idea could spark something that just fits.
How do you continue to find motivation, and how big of a role does scheduling and organisation play?
If I don’t have a routine I wouldn’t be as productive. Not saying I don’t procrastinate or have issues with time management, but a daily check-list of tasks is the foundation for me. I try to stick to doing certain things on certain days, balancing work with house chores, exercise and cooking, and it seems to work out.
"It's helped me figure out what shapes, colours and fabrics suit my body type and I feel this is one of the more important things about dressing for yourself rather than performing for others"
What does a typical day in your week look like?
Up at 6/7am, then see what the day holds, as it’s really hard to say. If I’m between projects it’ll mostly be spent in my home office, working on admin or coming up with organic ideas which could lead to bits of content. I’ve been lucky enough to travel a lot for my job, but that’s definitely not a typical week. If it’s a bright day that’s when I will shoot video or photos, so I’ll just bide my time until the conditions are favourable.
With social media being so key to your work, do you manage to find the time to disconnect on days off?
No work after dinner time is a rule I try to stick by. I’d rather get up at 6am and nail a few things on my list than working into the evenings. I also try to adopt the no-phone-zone in the evening too. Away from work I like to cook, get outside as much as possible, read crime fiction, and I’m a big pro-wrestling fan.
Has documenting your outfits changed the way you dress?
It’s helped me figure out what shapes, colours and fabrics suit my body type and I feel this is one of the more important things about dressing for yourself rather than performing for others. I like bright, bold colours, but I also like darker earthy tones and most recently, black. My job has put me in a very privileged position to work with brands with various approaches and outlooks, so I’ve definitely been able to experiment and have fun with it.
"I think people are already getting content fatigue, so they'll start to lean on the folks that bring them the most joy"
How does the season change the way you approach your wardrobe?
More knitwear, more layers, more mixing colours and textures. Always enjoy it when it’s cold enough for down jackets.
How do you see the role of fashion content creators evolving over the next few years?
I think people are already getting content fatigue, so they’ll start to lean on the folks that bring them the most joy and move on from those who don’t offer what they’re looking for or entertain them. The space is pretty saturated, things will slowly change and a new generation will bring something totally fresh.
What would you do differently if you were starting out again?
Oh boy, I don’t think I would. There’s always been self-doubt, and I’m honestly not the best at being confident with my ability, but in a way I’ve used those as positives, to push myself into giving things a go and seeing what happens. I went into higher education late and worked for a few years before I figured out my interests and skillsets. It took me many job roles to realise I should really just work for myself.
Lastly, where's on your travel wish list for 2025?
Chicago, Zurich, West Coast of Scotland, Athens, and anywhere on the Amalfi Coast.
As our conversation with Matthew comes to a close, it's clear that his approach to fashion is rooted in more than just clothes—it's a lifestyle, a reflection of his personality, and a way to inspire others through authentic, relatable content. And now, he's shared a bit more of his world with us through his Spotify playlist—a curated mix of tracks that inspire his creativity and fuel his work.
Listen to Matthew’s playlist below: