Ed’s Letter

Like many people, my friend and co-founder loves them. Petro relishes the challenge of trawling through pages of clothes to find that dream buy. While for me, it’s the opposite. I think the messiness of it all just triggers my OCD. The only way I can really derive any joy from it is to curate an edit that feels more purposeful. Maybe my lack of excitement also has something to do with the fact that if I really (really) love something, I’ll often have saved up and bought it. I usually don’t risk waiting for the sales in case I miss out.

Of course, that’s not to say I haven’t bought amazing pieces in the sales, which is really what inspired our Love Letters. A quick scroll back through IG confirmed what I pretty much already knew: I am a serial dress shopper when it comes to the sales. My most treasured sale purchase is the SS17 Chloé dress, which I had to wait for because it was just too much without a hefty discount. But waiting was hard, because I knew the print would never be released again. That’s often the way it is with designer clothes. 

So we really wanted this sales issue to help you make thoughtful purchases that you’ll really get wear out of. Shoes, for instance. I wanted to find a great option for every type of shoe you might be missing – from suede boots to everyday trainers. For our holiday edit, we built a capsule wardrobe to show you how each piece can sit within your existing staples. And then for forward-thinkers, an edit of those items you can buy now, wear later. Trust me, come October, you will not regret bagging a Bella Freud at a fraction of the price.

My top tip, however, is to follow your heart. Find pieces you really love. Consider how they work with your current wardrobe. And if they still feel right, then go ahead. You know you’re making a good choice.

No regrets,