Everything A Cool Brand Founder Is Loving Right Now
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1. The Party Piece
I’ve always loved something dramatic and backless – it just feels instantly transformative and perfect when you want to make an entrance without trying too hard. At this time of year, I’m also drawn to anything with feathers; they add a bit of fun, festive texture. You can’t go wrong with a fitted tuxedo blazer either. It’s the piece I find myself relying on year after year because it just works with everything.
2 . The Everyday Bag
The Freja piece I reach for the most is our Jane bag – it’s become that dependable everyday accessory I never have to think twice about. I love the ‘Oat’ shade because I wear a lot of black, and the contrast always looks intentional and clean. Most of our bags are hardware-free, which is something I’ve grown to appreciate more and more. There’s a quiet simplicity to it that makes getting dressed in the morning feel that little bit easier.
3. The Smart Trainers
I’m not naturally a trainer girl but I recently caved and picked up a suede pair from Jacquemus. They’re unbelievably comfortable – the kind you can walk in all day – yet still make me feel pulled-together. For me, that balance is key. When I want something different, our Ida bag is the one I lean on. It holds your entire life and somehow manages to look chic doing it.
4. The Flattering Dress
The perfect dress for me is slinky and skims the body in that effortless, flattering way. I love pieces that feel simple but are deceptively hard to achieve from a design perspective – the cut, weight and drape have to be just right. This kind of silhouette always makes me feel elegant.
5. The Workwear Bag
For a polished workwear moment, you can’t go wrong with the Paloma. It’s smart and structured with that quiet authority that dresses up even the simplest outfit. I love that it strikes the right balance between practicality and refinement. It feels considered without ever being shouty – exactly what I want for the office.
6. The Cool Sunglasses
I’m obsessed with slimline frames at the moment – there’s something so chic about them. They instantly update any outfit and give everything a slightly sharper edge. My current favourites are from Shevoke; the proportions are perfect. They’ve become a staple in my rotation because they work with absolutely everything.
7. The AW25 Trend
I’m not hugely into trends but I’ve found myself gravitating toward funnel necks and dramatic shoulders lately. For colour, I’m leaning into juicy reds, mustards, baby blues and espresso – rich, mood-lifting shades that still feel wearable. Fabric-wise, it’s suede and leather everything, obviously. I’m very into oversized, soft, slouchy bags right now; they feel modern and relaxed.
8. The Investment Piece
Jewellery is my favourite treat and I’m obsessed with the Spinelli x Hoorsenbuhs collaboration. The pieces have real weight and presence but somehow still feel delicate on the skin – they’re probably my most-complimented accessories. I also adore Katkim’s designs, especially the Serif collection. There’s something so refined and sculptural about her work.
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9. The Beauty Essential
I was genuinely devastated when Chanel discontinued Vitalumière Aqua – it had been my holy grail since 2019. But the new Les Beiges is just as good, if not better. The coverage is super light yet somehow gives you that healthy, lit-from-within glow. I apply it with my fingers because it melts into my skin beautifully that way.
10. The Signature Scent
I’m on my fifth bottle of my signature scent – Le Labo’s Thé Noir 29 – and haven’t strayed, which probably says everything you need to know. I love it when a fragrance becomes part of your routine in such an instinctive way. It’s comforting, familiar and feels like an extension of me.
11. The Wine Bar
I am incapable of walking past a laidback wine bar without stepping in to explore. In London I love Sol’s, The Hart and Frankie’s W10. In New York, Four Horsemen, Claud and Cellar 36 are favourites; they all have that warm, buzzy feel. And in Paris, Avant Comptoir, Bambino and Rojo are must-visits – we threw a fashion week event at Rojo.
12. The Skincare Must-Have
My skincare has been pretty minimal lately because I’ve been travelling full-time with just a carry-on since May – and honestly, it’s been refreshing. My skin seems to like the break from an overcomplicated routine. The one thing that never leaves my bag is my Par Olive collagen sachets.
13. The Chic Interiors
I’m currently staying at Hôtel Balzac in Paris and it’s everything. The lobby, the warm soft lighting, the panelled detailing, the art deco chairs – every corner is beautifully considered. Even the marble bathroom and tiny touches like the custom newspaper and silver trays feel special. And the sheets are the comfiest I’ve slept in. It’s truly become my home away from home.
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