Why is it that certain clothes stop you in your tracks and yet, when you look more closely, there’s nothing particularly obvious about them.

No loud prints, no dramatic colours, no eye-popping embellishment and no obvious trend screaming for attention.  So what is it that’s got you wanting more?  The answer is usually the cut.

A clever cut can completely transform the simplest piece. It’s the reason one white dress feels ordinary and another feels impossible to forget and it’s why some pieces keep their place in your wardrobe for years to come while others lose their appeal after just one season. When a shape is cleverly designed, it doesn’t need extra quirkiness to keep it relevant.

This summer, fashion's most appealing pieces aren't relying on colour or overwhelming patterns to stand out… instead, they're using proportions, textures and well-cut shapes to create something that feels modest and most importantly, modern.

Be it a single, asymmetric shoulder strap, the billow of balloon trousers, or the drape of a fluid skirt… these details aren’t shouting ‘you must look at me now’, but together they create clothes that feel fresh, directional and totally current.

Forget bodycon shapes, so long stiff tailoring and there’s no real need for any complicated styling tricks. Fabrics are light and comfortable, even in a heatwave… a cool mix of linen, cotton, sheer layers and delicate embroidery will see you through to September.