Forever Friday: Timeless Fashion Over Trend Cycles

The panic-buying that once defined a single day has stretched into a season of sales. But, our love of clothing doesn't stop and start with the trend cycle. And, we're certainly not swiping left on our favourite silhouettes because they're not "in" any longer. For us, style is timeless. This is why we have launched our Forever Friday initiative as a month-long stand against the pressure of Black Friday shopping.

 

We challenge you to...

1. Invest in quality, not quantity

Fewer, well-made items that last longer. Buying durable, timeless pieces reduces the need for constant replacements.

2. Reduce clutter, and increase peace of mind

Mindful shopping leads to a simpler, more organised life.

3. Feel good about your purchases

Supporting ethical brands means aligning spending with sustainable values. Thoughtful shopping decisions lead to purchases you’re proud of.

4. Reject the trend cycle

Avoid the constant pressure to keep up with fleeting trends. Timeless pieces are versatile and can be worn for years, reducing the need for frequent shopping.

Join us during Forever Friday and beyond to discover and celebrate timeless essentials that will help you build a wardrobe that will last you for the rest of time. Whether it’s investing in higher quality garments or thinking about how many outfits you can create with a single item, these are all things we want to inspire within you, our fashion community.