The last year has spawned two types of shopping personalities. The emotional spender, endlessly scrolling and adding to cart, and not really liking the purchase all that much when face-to-face with the item that filled them with such virtual glee just days previously. And the no spender, the type who has righteously eschewed buying anything new for the foreseeable, and wears the same two outfits on rotation.
But there is a middle ground, for those who have treaded the former board, whose appetite for newness is not going to disappear altogether: the mindful spender, supporting smaller businesses, with a focus on locally-made, considered craftsmanship. Here is our pick of some of our favourite independent clothing brands embracing the slow style lane.
3am Eternal
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In brief: Upcycled collections inspired by everything from 1960s cinema, 1990s couture and street photography; masterminded by sister design duo Emily and Caitlin Price.
Describe your aesthetic in three words? “Playful, optic, fantasy.”
The future of fashion? “Circular. We source each garment ourselves and then work on reviving each item by hand, to create new items which we sell direct to customers on our e-store.”
Dream customer? “Rosalía. We love her music; she exudes a powerful female energy.” — Caitlin Price.
To shop, click here.
Honna
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In brief: Your new favourite British sleepwear brand, founded by style editor Barbara McMillan. Inspired by linens, antiques, hand-painted patterns, and tableware, Honna’s classic striped designs are made-to-treasure.
Describe your aesthetic in three words? “Timeless, feminine, chic.”
The future of fashion? “Slow. The mood is definitely changing. From the way we shop, who we buy from, the fabrics we choose, to how often we’re shopping—it feels like we’re moving forwards by stepping back. Consumers appear to be buying pieces that last beyond a single season, from brands that produce smaller runs, with care and attention to detail. There’s so much to be had from buying less and making it last.”
Dream customer? “Being so new I get so much joy from every email or Instagram message I get from someone who has worn and loves the shape, colour or feel of our pyjamas. I don’t know if and when that will ever change. But, at a push, maybe Gwyneth Paltrow.”
To shop, click here.
O Pioneers
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In brief: Yearning for your carefree youth? We direct your attention to this small North London-based clothing label, which dreams up dresses that is part March sister (co-founder Clara Francis actually made a beaded headpiece for Emma Watson in Little Women), part 1970s flower child.
Describe your aesthetic in three words? “Elegant, nostalgic, functional.”
The future of fashion? “Being conscious: of provenance, of the environment, of the people who are involved in the making of our clothes, of choosing well-made ‘forever pieces’ that will stand the test of time. Paying more attention to beautifully crafted pieces that are cherished and can be passed down.”
Dream customer? “Any woman who isn’t afraid to dress differently; who has the confidence to stand out in a crowd and knows the value of a beautifully cut, flattering frock. Chloë Sevigny or Julianne Moore would be dreamy to dress.” — Clara Francis.
To shop, click here.
S.A.R.K
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