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  • Ed’s Letter

    When it comes to the sales, Laura and I have very different approaches…

    While Laura is like a shopping ninja, making a hit list of exactly what she wants before doing a speedy smash-and-grab, I relish the process of scouring the shops for a bargain. For me, the greater the discount, the greater the prize, and I love nothing more than seeking out those sartorial gems at a fraction of their original price tag. 

    What we both agree on, however, is that the secret to sale-season success is keeping a level head. While it’s oh-so easy to make impulse purchases destined never to be worn, or repeat-buy items you already own five times over, the sales should be approached with as much discernment and consideration as any other shopping opportunity. Ask yourself: Is it well made? Does it fit beautifully? How many times will I wear it? Does it add value to my existing wardrobe? Only if a piece stands up to scrutiny should it be added to basket. 

    To help you stay on the shopping straight and narrow, we’ve dedicated this entire issue to the very smartest sale buys of the season. First up, Laura and I share the pieces we’ll be investing in. We’ve also found timeless buys for both work and weekend, party pieces to enjoy now and next year, and the under-£100 steals you won’t regret. 

    Now’s the time to invest in those big-ticket items so take a look at our handpicked edit of wear-forever coats, shoes and bags. And, as sun-filled holidays are never far from our thoughts, we’ve rounded up the warm-weather items to add to your summer box. Buy now, thank us when you’re lounging poolside. 

    As this is our last issue of 2019, we want to take this moment to wish you, our dear readers, a wonderful Christmas and New Year. We couldn’t do any of this without you, and as a little festive gift, we’ve recorded a special bonus episode of ICONversations, which will drop into your inboxes on 28th December. We hope you enjoy and we can’t wait to see you all in January for another great year together. 

    Love Petro (and Laura) x

    3 sale buys in Petro's basket



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