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Curation is mostly about saying no.
Most of the work is what gets left off. Here's what never makes the cut.
What earns its place
- A unique design you won't see on the high street
- Natural fabric you can feel, built to last
- Construction with nothing crooked or rushed
- A cut that still looks right years from now
- Colour and real character
- Cuts made with respect to women's bodies
Never makes the cut
- Fast fashion and high-street clones
- Cheap synthetics that pill, cling, and lose their shape
- Poor construction that gives out after one season
- Passing micro-trends you'll cringe at next year
- Beige, bland, forgettable basics
- Overly revealing cuts that don't fit a real life
The women who shop the list, season after season
Hundreds of women across the EU and US shop a new edition every season. Here's what they say after they do.
“What a great feeling exploring the shoplist without endless scrolling or overwhelm. Honestly, I loved everything 😍”
Sofie, Belgium
I think this list is great and I loved seeing different and unique shops who sell beautiful quality and sustainable items.
Jane, UK
“Half the names on the EU list I'd never heard of. Ordered from three of them. The quality is top!”
Francesca, France
“Look, I don't have hours to spend researching brands, I've got a five year old and a job. Having someone else do it for €49 is the least mad thing I've bought this year.”
Sofia, USA
“Amazing! All of my favourite things I own now came from here.”
Lena, Germany
“The items I picked and bought fit so well and are truly beautiful and special. I'm wearing them on repeat.”
Ekaterina, Germany
