'We show you what never goes out of fashion'
Our motto is: ‘buy better, buy less’. Investing in key pieces will mean you stay in love with your wardrobe season after season – never again will you have ‘nothing to wear’!
Introducing our latest initiative, Future ICONS – promoting and supporting young designers we believe will become the iconic brands of the future. Discover their story, shop them now and be the first ones to wear them now.
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We wish we owned a whole wardrobe-full
Although we would always vote for a classic, ostentatious sunglasses can sometimes become icons too
Nothing screams summer holiday quite like a raffia clutch
You can never go wrong with a slogan sweater from Bella Freud, and forest green happens to be one of our favourite neutrals
Zimmermann is one of our go-to summer brands: the quality of the fabrics and cuts is supreme, but it comes at a price, so invest now in the sales
The perfect pair of sandals to take you from a lunch to a dinner party
A pinafore dress is ideal for northern European summers, as it can be worn layered or without anything underneath – utility dressing at its best
A deconstructed shirt, especially in a cornflower blue, will be endlessly useful. The necktie is loose so can be worn around your waist, too. Two looks for the price of one!
If you’ve been lusting after a chain-handle bag but are yet to take the plunge – now is the time
Rose gold jewellery is the perfect complement to sun kissed skin
We love a peasant blouse and consider it as much of a wardrobe staple as a simple T-shirt
This statement box bag is a current must-have but will be eternally cute, even when on shelf display
A classic designer bikini that will suit almost every shape
An off-the-shoulder dress has become a great summer staple; this one has the most beautiful lace detailing, bound to draw endless compliments
A classic gold hoop with a point of difference. How cute will these look with everything, from your work outfit to summer nights and beyond…
These NEVER go on sale – trust us, you will thank us for years to come for spotting them at 30% off
A wardrobe classic – the Breton top – in pure cashmere knit at 50% off. Perhaps not a summer sale buy, but most definitely an investment
The one sale investment Laura is making this season – practical, beautiful and everyday-friendly, we love these simple satin slides
Never underestimate the power of an event-appropriate dress – you’ll be pulling this out of your wardrobe for every occasion
The most flattering statement skirt that you can dress up or down – a smart/casual must-have
An iconic sandal that will elevate everything from your jeans to a silk skirt to something more special
We love Marte Frisnes, but it can be expensive. At 30% off, now’s the time to invest in a signature bangle
When it comes to everyday dressing, a polka-dot midi will be a life-saver time and time again
These will become just as well-loved as your favourite pair of jeans
There are few things as flattering as a tie skirt: wear it with your swimsuit, a T-shirt, or a pretty blouse and earrings
They might seem like a luxury item, but you’ll find multiple opportunities to wear these No.21 satin evening slides
Think warm summer nights and a tan – this easy maxi dress will be all you want to wear
Are you looking for that little black top with a twist to wear with your statement skirts and trousers? Well, here it is!
The ultimate every-occasion dress and your chance to own a piece of Isa Arfen
Classic diamond studs, with a twist – lightweight and easy to wear
The modern Carrie Bradshaw would have agreed with these
The perfect day-to-night dress, whether worn at the weekend with trainers or dressed up with heels
Straight from our cover shoot with Katherine Ormerod
A modern version of classic black flats that you’ll never tire of
A simple black swimsuit with that off-the-shoulder detail – perfection
From weddings to christenings, a floral tea dress will get you out of so many ‘what to wear?’ dilemmas
Nothing says summer holiday quite like a blue and white combo
Perfect for the city, weekend and on holiday
Oversized sunnies with a nod to the 70s – a summer and winter-sun winner
It doesn’t get more ICONS girl than a good boho blouse
A cross-body bag in tan suede will stand the test of time
Polka dots are a neutral – pair or clash, they will always add a bit of interest to your ensemble
So cute, so chic, so flattering – and we can think of loads of ways to wear this seasonless off-the shoulder jumpsuit
The prettiest flats we have ever seen – and wedding-guest-appropriate
A great little white lace dress that comes in navy too
One of Laura’s favourite designers and possibly the easiest summer-event maxi to wear again and again
Our current obsession is easy-to-wear evening flats and this Rochas pair will stand the test of time
A denim midi is your spring/summer alternative to jeans – wear it with a billowy blouse and tan sandals for a chic day look
An investment, sure – but you’ll be wearing this dress every summer for years to come
Forget trawling the internet in your precious free time – with at least 30% off, these are the icons you should be investing in.
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THE ICONS UPDATE
"We show you what never goes out of fashion"