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SS20 is coming… the wait is nearly over.
Many of you have been in touch to ask when you can expect to see the new collection, it’s so good to know you are as excited as we are! I’m delighted to tell you it is in production as I write, we’re off to Italy on Monday to see some of our factories and sign everything off before it arrives into our warehouse ready to launch at the end of this month.
The fashion industry has a tendency to schedule new season launch dates based on a critical path or what they did last year, forcing summer tops in February, often the coldest month of the year and winter coats in August when it’s at its hottest!
These days many of us are looking to consume less, maybe purchasing when we need something rather than because it’s there. For that reason, we have decided to launch Spring slightly later this year, that is, when we think you might be ready to wear it. I’d love to know your thoughts on this, would you prefer to buy things sooner or when you’re ready to wear?
That said preparations for the new season started in earnest last week, we completed our photoshoot on Monday, we then had some fun shooting the collection on ourselves and friends of the brand on Tuesday. Thursday, we completed final fits on the collection with our fabulous Garment Technologist Jeannie, and on Friday, we took part in a local shopping event at The Swan at Streatley.
These are always special days as we get to meet some of our customers face to face and introduce the brand to lots of new ones. We previewed SS20 and some customers were happy to place pre-orders and will be the first to receive their items from the new collection.
The bestsellers on the day suggest it’s going to be a strong dress season!
Look out over the next couple of weeks for sneaky peeks of the collection on social media, please do get in touch and tell me what you like most, what you don’t like, is there anything missing, help us to get it right for you.
As always thank you for all your support, we couldn’t do it without you.