It’s Me, Hi

Welcome to my new little corner of the internet! 

You might be wondering, Sam, what is this, and why am I here? Fair question.

Let’s start with the name. October 11th is the day my twin sister and I were born: a built-in reminder that style and stories resonate most when they’re personal. It also shapes how I think about this newsletter: each edition is a moment in time, a record of what I’m noticing, wearing, and loving right now, before the next thing comes along. And most importantly, it reflects the truth that we’re all in different places – careers, families, relationships, cities – but we can still find common ground in the routines we keep and the style that carries us through them.

October Eleventh is my weekly edit: outfits I actually wear, beauty products I swear by, and the other little discoveries I’d normally text to my friends. I spend my days surrounded by designer fashion (both for work and, let’s be honest, for myself), but this space is where everyday life meets a touch of aspiration, and the edit runs both ways: the products and trends shaping me, and the moments shaping how I use them. 

Frankly, I love to write and I love giving recommendations (solicited or not) – so in a way, this newsletter felt inevitable. Every Wednesday, you'll get a curated shortlist of fashion, beauty, and lifestyle finds as well as a glimpse into my week, wardrobe, and whatever else I feel like sharing.

Think of it as part diary, part shopping list – kind of like a magazine column (shoutout to my journalism degree). At the very least, you’ll leave with one more tab open in your browser.