Jo Atkinson

Jo is Prima’s Fashion Editor. She covers all things fashion and shopping across print and digital, from must have high street buys to seasonal investment pieces for your capsule wardrobe. 

She has worked in the fashion industry for over 20 years and has spent the past 6 creating Prima’s fashion pages. Jo loves to work on location and is at her happiest when travelling both in the UK and overseas to shoot fashion stories, with a team of photographers, models and hair & make-up artists.  

Although keeping her wardrobe minimal, Jo is always on the lookout for the perfect pair of jeans (do they exist?) and never seems to have enough navy sweaters. Her one concession is her substantial collection of coats which are housed in their own wardrobe!