A corporate, minimal style seems apt to publish this Easter weekend. Not only does it hark back to what we love most – quality, timeless style, but it also hints at questions over my career. Zo and I always knew it would be hard. Words from an early meeting with the great Johnny Boden still ring in our ears and while not verbatim the general gist was: fashion is a sodding tough gig. And when I started writing today, I had a strong urge to tell you what’s going on inside my head.
As time moves on, monetising free content (in an unbiased, editorial manner) has an increasingly unfavourable return on time and energy investment. To compound that, Instagram’s ever-changing algorithms and de-prioritisation of (business profile) content that isn’t paid for makes us feel we are half way up a giant sand dune; every step higher we try to climb, we fall down even lower than where we began.
We also have to consider the likely possibility that most people want cheap, replaceable, fast fashion and our strategy of cost per wear – investing in costlier, high quality pieces that will stand the test of time – doesn’t resonate. The feedback we have had over the high cost of the pieces we write about and sell may be testament to that. And while we have introduced much more content featuring cheaper, trend fashion, in all honesty, it’s not really what we’re about. Other bloggers can do that far better than us.
So, alas, I am in corporate attire with an eye on minimal style as I consider our future. Do we reconsider our fundamental beliefs of a small, high quality, hard-working wardrobe? Or do we switch sides, adopting the pervasive and depressingly successful model of romantic consumerism; embracing the idea that buying more stuff will make us all happier. And then bury our heads in the sand as to where all this stuff ends up. I, for one, can no longer consider the latter. Don’t get me wrong, a multipack of lace thongs from M&S and hairbands from H&M will always have a place, but I don’t have the heart to tell you to buy another cheap, print dress costing £19.99 that you’ll only wear once. Call me a hypocrite if you will – and in so many ways I am – but I need to do something. To start moving in a new direction.
We’re not going away. We will continue to publish content – we have a few looks left from our SS18 shoot plus we will be launching two stunning swimsuit designs for tall women, designed just for HøFSisters, by BeachCult in Cape Town. A genuine need we believe! In fact, my desire is to keep HøFSisters going forever, in whatever job I end up at. But we will be returning to posting about the high quality, versatile clothes and brands we love – like this outfit here, courtesy of Jigsaw and Boden (shop them below) – and also, recycling our existing wardrobes. It might not be so regular, but we hope that you will stay with us, despite this. Or even, because of this.
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