As soon as summer is on the horizon, we can all be guilty of diving into the first high street store which comes to mind and snapping up the first pretty sundress we see. This can mean you end up seeing countless others in exactly the same warm weather outfit as you – hello, the Zara spotted dress phenomenon of 2019.
There’s not necessarily anything wrong with that, but it might be more satisfying to make a more considered choice, and to add pieces to your summer repertoire from more unexpected sources. That way, you’re unlikely to see your outfit replicated in every park and restaurant you step into throughout the season.
One woman who knows the power of searching out less obvious labels is Ginnie Chadwyck-Healey, a former Vogue retail editor who believes that ‘we don’t need any more tat from brands that really don’t deserve our money’.
She is spearheading the VCHSUMMER campaign, which runs from 7-9 June and spotlights 27 specially selected brands. These labels epitomise ‘buying better’ (whether that’s ordering in small runs to reduce waste or having a social impact).
As you’d expect from a former Voguette, the labels Chadwyck-Healey has chosen are also super-stylish.
Here are eight brands guaranteed to deliver chic and elegant summer wardrobe updates which won’t be ubiquitous: