Chaos is a choice.

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.

FANFARE + Fashion = 4 EVER

This is it. It's the real deal. Fashion, we can't quit you. We won't even try. And it's not just beautiful garments we can't get enough of, we are passionate about the industry too: the fabrics, the textile technicians, the makers, tailors and sewers, the art of fit and form, the anthropology of it all. We're #obsessed.

We want to spread the love: we hope you'll find the perfect outfit that will last you a lifetime – literally. Our goal is to encourage people to reduce impulse buying and be wise to flash sales and over-the-top bargains. We don’t want to shame people for getting involved with BFCM. As shoppers ourselves, we know too well the effect that this can have.

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.

We challenge you to...

Invest in quality, not quantity

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

Reduce clutter, and increase peace of mind

Mindful shopping leads to a simpler, more organised life.

Feel good about your purchases

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

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.

Forever brands

Along with other conscious brands and thought leaders, we will be sharing our favourite sustainability resources and practical steps you can start to implement yourself, all throughout the month.