Business of fashion

Gentlewoman style: Aimé launches its own fashion line



Aimé London shirt collection

A new collection from a long-running retailer.

Aimé is a bit of a local secret in Notting Hill; the go-to destination for the likes of A.P.C and Isabel Marant for the yummy mummies of the late 90s before the rest of the world Westbourne Grove caught up. Now the Parisian garconne look is a global style trope and Aimé wants to design the uniform. (more…)



SS21 trend report: Molly Goddard



Molly Goddard SS21

Have to agree with catwalk critic Sue Evans, who commented on my earlier pondering to say that Molly Goddard’s SS21 collection was a strong expression of optimism and joy. It was her strongest yet, I thought, with commercial colour-block graphic knits and jerseys styled with her usual explosion-in-a-tulle factory froufrou skirts. (more…)



Is this the perfect tee?



M.M. LaFleur tee

I’m vaguely familiar with M.M. LaFleur but have never really engaged with the brand.

Until now.

It has teamed up with the Girl Scouts of the U.S.A to sell its Rally tees* with accompanying iron-on voting-themed patches (while stocks last). The minimalist graphic patches are super-chic and obviously an important call to action, but the M.M. LaFleur Leslie Rally tees* themselves tick all my check boxes for what makes an excellent T-shirt. (more…)



SS21 trend report: What will our ‘New Look’ look like?



Christian Siriano SS21

I feel rather disconnected from Fashion Month this season but this image caught my attention.

It’s last Thursday’s Christian Siriano SS21 show and the colours, plus olde worlde Slim Aaron’s-esque glamour (tempered with the now-normal sight of a Covid mask), place it firmly in the space of aspirational longing. Longing for parties, whimsy and unbridled joy instead of caution and pragmatism.

My overarching goal for following the SS21 shows is to understand what ‘fashion’ is going to look like for all of us for the next few years. (more…)