The best-selling pieces at Selfridges right now prove that we're all getting our fashion mojo back (despite lockdown!)
It's week nine (we think? We've totally lost count...) of compulsory lockdown in the UK, and while the new instruction to 'stay alert' - as opposed to 'stay safe' - has been causing some confusion, it seems we're all agreed on one thing; 56(ish) days in tracksuit bottoms was enough.
For some, another week luxuriating in comfies is a total blessing. For others - in fact, we'd predict, the majority - it's nothing more than a sloppy, sartorial reminder that we're looking at yet more time spent apart from our friends and loved ones ('loved ones' being pub gardens).
We've noticed such a yearning amongst our editors and readers for an excuse to wear real clothes, that we decided to find out from one of the country's most popular designer retail destinations whether anyone's actually been putting their money where their mouth is. And, somewhat surprisingly, a huge number have.
In fact, according to Selfridges, one of their best-selling areas right now is in summer dressing, with summer dresses in particular proving wildly popular.
"The focus is on small European labels," the brand told us, "Copenhagen brands in particular, for relaxed, comfortable and feminine dressing to be worn around the house and in the garden - and all look good with flats and trainers."
It seems shoppers have decided that now is not only the time to venture out of leisurewear, but also to experiment with newer labels that are making a lot of noise in the fashion industry and are breaking into the mainstream.
"Copenhagen is home to some amazing contemporary talent," explained Poppy Lomax Selfridges Womenswear Buying Manager.
"Brands like Stine Goya, Designers Remix, Rotate Birger Christensen and of course, Ganni, continue to lead the way, fusing accessibility, responsibility and thoughtful, intuitive design."
"Each brand has a very strong sense of individuality and identity; pieces find the balance of being both special and wearable. I'm not surprised to see these brands perform so well right now – dresses in particular - when women want to feel comfortable in their home environment, and polished or playful when needed. These are dresses to lift your mood and brighten your day!"
Lifting our mood and brightening our day? Nine weeks into lockdown? If ever you needed a green light to justify a wardrobe update it's right there - plus you can use our Selfridges discount codes to save on your new pieces - winning.
