Press clippings about and editor, Helen Lee.

If you would like to interview Helen Lee about and her 10+ years of fashion & beauty blogging experiences, please contact us and we will be happy to oblige.

— 2016 —

Stylist Magazine:

Talking about My Secret Weapons with the popular magazine in the UAE. Read it here (jpg).

The New Daily:

Five fashion gurus rate our 2016 Olympic Games uniforms. Read the story here.

ABC’s Australia Plus website:

Talking about “What is Australian Fashion” here.

— 2015 —


18 Badass Australian Bloggers That Will Change The Way You Think About Fashion

In addition to looking effortlessly cool, Helen is also a talented wordsmith. She has a way of sharing fashion and lifestyle advice that makes you feel like you’re chatting with a friend.

Read the story here.

— 2012 —


Sassybella turns 10 with a Sydney celebrity bash

Borne of an idea back in 2002, Sassybella, the online fashion and beauty blog brainchild of Helen Lee, has just turned 10, and what a party was thrown to celebrate it!


Urban Society:

Society Pages – 10th Birthday @ The Loft


Society Pages – 10th Birthday Party

— 2010 —

Beauty Directory’s 2010 Star Awards Winner

Winner of Best Blog Post for:

See the winners list here

Fashion bloggers need money to become more than a trend
21 September 2010

  • Few bloggers lead glamorous lives
  • Westfield to offer ‘shopping blogger’ $100,000
  • Lucrative blogging career will take hard work

Grazia Australia

Giving our fashion tips in their annual Online Shopping Guide (jpg). August 2010

The Australian Financial Review Magazine

News From Nowhere (jpg), August 2010

“Self-appointed pundits are launching their own websites full of reports, pictures – and opinions – about style, harnessing the power of the web to challenge the power of fashion mags.”

Grazia Australia

The Fashion Jury (jpg), April 2010

YouTube Australia Blog

Aussie blogger sees video as future of fashion journalism, May 2010

MX Newspaper, Sydney Edition

Blogger First: Helen hops travel comes into fashion (jpg), 10 March 2010

— 2009 —

Marie Claire Australia

Ways to make money online (jpg), August 2009

Cosmopolitan Australia

Fun Fearless Female of the Year Awards

  • Nominated for Best Blogger [out of 10] (jpg)
  • Top 4 Blogger finalists, 2009 (jpg)

The Australian, The Wish magazine

Net Gain (jpg), April 2009

“Savvy marketers are using Facebook, Fickr and MySpace to get their message to the masses; Twitter has turned citizens into newsbreakers. Even Barack Obama ‘tweets’.”

— 2008 —

Glamour Magazine

Blogging Babes, 19 November 2008

Reading Helen Lee of is like having a high energy chat with your (very well informed and connected) BFF.

— 2007 —

The Sydney Morning Herald, The List

Meet The Blogger, 8 December 2007

Melbourne Runway, SYN FM 90.7

Melbourne Runway Radio Interview, 28 March 2007

— 2006 —

The Age

“Cool-hunting on the Web”, 21 September 2006

Sydney Morning Herald

“Let slip the blog of wore”, 27 July 2006