Madly Sweetly AW 24 –
Cause + Effect
For every action there is a reaction, for every cause an effect, everything is relative and interconnected. As the world changes we all evolve as products of our environment. It is impossible to ignore what is happening around us, and we react accordingly. Evolution is small changes happening over a long time, morphing from one thing into another that is eventually completely different.
This season we take stock of what is happening around us, using this as inspiration as we evolve our brand to continue to work hard for you in every aspect of your everyday life.
Denim breathes new life into our hard-working wardrobe, taking it back to its roots in a refined, modern way. Dark wash chambray with a delicate spot texture is presented in a belted collarless shirtdress, and a ruffled shirt. Classic denim is also dark wash in a re-imagined straight skirt, alongside our favourite tulip jean, and a femmed up classic jacket with ruched sleeve inserts.
Sporty style twill suiting is the star of the show with a longline blazer, elasticated straight leg jogger and a sleek contemporary trench, in all of our favourite staple colours – chocolate, navy, stone, taupe, olive and black. Our classic pleated skirt completes this sporty ensemble with side stripes in contrast tape.
Dresses have shape, with cleaner lines and shorter lengths, welcoming the return of knee length boots. Pants are in the spotlight with a wide leg bonded jersey cargo pant, a straight leg classic wool blend ‘posh’ pant, and our best selling ponte tulip shape.
Knitwear newness comes in cowl necklines, knitted collars, colour blocked stripes and hand embroidery details. Our cotton cashmere yarn is offered in both v-neck and Henley sweater styles this season.
Other highlights include an aviator style boiled wool jacket with a contrast faux shearling collar, a casual exaggerated check casual coat with detachable hood, a houndstooth wool blend blazer, and a dress / top offered in the rayon spandex fabrication you love, in block colour for the first time with ruching details.
Our core colour palette is soft earthy neutrals of ecru, stone, taupe, and winter white with highlight colours of scarlet red, olive green and blues that move through lapis, ocean, teal, denim and lake hues.
Supporting prints are a modern take on classic print styles. Floral with geometric or plaid backgrounds, a blurred floral, a pixelated paisley, and a nod to animal prints paired back with a feminine floral border.
See the collection View the LOOKbook