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  • Ed’s Letter

    How to dress for every day…

    …This is what we’re aiming to help with when we put together our issues. So while the previous edition of The Update was focused on highlighting the new-season trends, this one is dedicated to showing you how to incorporate these fresh ideas into your existing wardrobe and bring them to life. Now more than ever, we want to inspire you to rethink and reinvent what you already own and only invest in new pieces that will last.

    This starts with our cover shoot, where Petro and I took to the streets of central London to showcase our favourite Autumn/Winter themes and how we’ll be wearing them over the coming months. As well as the intelligent investments to consider, we’ve shared our tips for maximising the pieces in your existing collection.

    This sentiment also informs our ICONS Guide, where we’ve pulled together six styling notes that will help make well-loved pieces feel current (FYI, pull out your roll necks now!). In our Perfect Pairing feature, we show you how to update your leather trousers and skirts with light knitwear, and Petro has found the Top 10 trainers to update your daily uniform.

    Introducing our ICONS Exclusives to the world is always a pinch-me moment and I’m delighted to reveal the Stella dress, designed in collaboration with IRIS boutique. I’ve been friends with co-founder Annie for years and have so much respect for IRIS’s offering of everyday pieces. We sat down and created a winter dress that every ICONS woman can wear, whatever age, style and shape you are. I guarantee it will be one of the most versatile items you own and I’ve highlighted just four of the ways to wear it in this issue’s Style Sheet

    I’m also very excited to share that our W.ICONS team is expanding. Over the summer, we welcomed Des Lewis as our contributing senior fashion editor. I’ve known Des since my magazine days and have always admired her eye for timeless design and beautiful quality, which has seen her style editorials for some of the industry’s biggest names. Her own signature minimal aesthetic is also always spot-on. Turn to page 4 to discover the pieces in her autumn capsule. 

    We are also welcoming our new fashion and shopping editor, Alice Watt, to the team. Having worked for global luxury brands, Alice is really attuned to what the ICONS woman wants. I couldn’t be happier to have her on board. 

    Finally, don’t forget to enter our competition to win £1,000 to spend at cult Scandi brand Ganni. 

    Good luck! 

    Laura (& Petro) xxx

    Laura’s autumn must-haves

    • 1

      I’m incredibly proud of our ICONS Exclusive Stella dress. I’ll be layering it with boots and knitwear well into winter. 

    • 2

      I bought these loafers a few years ago and still get a lot of joy from wearing them. This season I’ll team them with tailoring. 

    • 3

      A blazer pulls together my autumn outfits. Isabel Marant’s checked style is timeless and so soft to wear. 



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