Hello, friends. This winter taught me something really interesting — and it came from what you've been shopping. When I started planning for this season, I wanted to do things a bit differently. I chose to focus on finding pieces that sit in the sweet spot where silhouette, colour and versatility meet. Pieces that layer beautifully in the cooler months and carry effortlessly into warmer ones, and are defined by how they feel and how they're worn, rather than by the season they happen to be made and purchased in.
I was really pleased to find that this approach worked, and we've had one of the best winters yet. Our Sophie lantern trousers in honey and black, the Jenna pullover in black and cocoa, and the Magnolia wrap dress in black and cocoa have been our top sellers in July, and overall these three styles have been our best selling winter pieces. Three completely different silhouettes — a trouser, a top, a dress — all in colours that can live in a wardrobe for years.
What I have loved the most is seeing customers buying my outfit combinations and building capsule wardrobes around a particular hero colour or hue. For the month of July, black and cocoa have dominated customer carts. I believe it's because these are foundation colours that complement any wardrobe or style — reliable, considered, endlessly wearable. The kind of colours where a customer will happily buy multiple pieces in the same shade. I am now working on carrying this into our summer collection, and would love to hear from you what you would like us to feature — which colours would you like to see this summer and do you have a favourite silhouette you think we should include? We'd love to hear from you, and maybe you'll even see your future favourites popping up in a future newsletter xx
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