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  • Ed’s Letter

    What makes a smart buy..?

    …A budget-friendly price point is obviously the starting point, but there’s much more to consider. Quality and style longevity are also crucial; there’s no point spending £50 on an item only for it to fall apart after the first wear. In fact, paying attention to how a piece is made is all the more important when shopping smart buys as, unlike premium brands, quality isn’t always a given. It is possible, however, to find truly worthwhile wardrobe additions for less – it just takes a little bit of leg work. 

    Here’s where W.ICONS come in. We’re always on the lookout for smart buys to shout about and we’ve dedicated this issue to the pieces we’ve tried on, loved and wholeheartedly recommend. Think of it as your cheat sheet for shopping smarter forever. 

    Ever wondered what makes an under-£30 T-shirt look luxe? Or why some high-street jeans work and others don’t? It’s all to do with the details. Turn to our ICONS Guide on page 2, where you’ll find expert tips for navigating the smart-buy rails. Save and refer back to it and you’ll never make a mistake again. 

    Speaking of no-regret purchases, Petro and I have each put together the smart buys currently on our wish lists. Great denim, sleek trainers, on-point tailoring – if you’re hunting for clever staples to complement your ICONS, then turn to page 3

    I’ve lost count of the times I’ve been asked where to find luxe handbags that don’t come with a huge price tag. While I believe that bags are always worth investing in, if you stick to simple, classic shapes and colourways, there are beautiful styles to be found for under £300. Des has selected the ones to consider in Top 12

    As we come into spring, wide-cut jeans feel particularly relevant. In Style Sheet, you’ll find four fresh ways to wear them for the months ahead. And, if you’re looking to make the switch from winter boots, may I suggest high-top trainers. I love the retro twist they give everything, from tailored trousers to knitted dresses. Find out more on  page 7

    Finally, we’ve shone the spotlight on The Frankie Shop – the cult French label that has cracked style staples at smart prices. I’m so impressed with this brand (I’ve just bought the pleated cargo trousers and already know I will be living in them this spring). Turn to page 8 to find out exactly why it should be on your radar. 

    I really hope you enjoy this issue and that it helps you approach smart shopping in a considered and rewarding way. Intelligent style doesn’t mean spending a fortune – it’s all about spending in the right places. 

    Happy shopping!

    Laura (and Petro) xx

    Laura’s Smart Spring Buys



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