Do you know that feeling when you walk into a shop you love…

The vibe, the prints, the styling, everything is gorgeous, but now that you know the power of your colour season, you can see nothing is going to work for you. It’s all the wrong colours. It’s like they designed the whole store just for someone else.

I’ve been there so many times, and I spot it constantly when I’m adding pieces to the Curated Wardrobe.

What I’ve realised is that some brands just seem to have a “look” they naturally gravitate towards a style and colour palette that happens to work beautifully for one season more than the others. I don’t think it’s deliberate… but once you see it, you can’t unsee it.

*And that’s why the Curated Wardrobe exists, to cut through the chaos and help you find pieces that actually work for you.

Here are some brand-season “personalities” I’ve noticed:

🌸 Brands that lean Summer
Hush – Soft tones, dusky shades, understated prints. Very “coastal summer” energy.
Olivia Rubin – Lilacs, blush pinks, and ice-cream tones? Textbook Summer.
Whistles – Muted brights, blue-greys, elegant florals. Calm but modern.
Ghost – Soft satins, powdery pastels, romantic flowy dresses.

🌼 Brands that lean Spring
Rixo – Bold florals, playful brights, lots of warmth and movement.
Scamp and Dude - lots of warm brights, corals, teals, and playful prints that feel energetic and sunny.
Kate Spade – Fresh, playful brights, coral, teal, warm pinks.
Ganni – Quirky, fun, vibrant warm prints.

🧡 Brands that lean Autumn
Sézane – Earthy tones, warm neutrals, rustic prints, muted vintage-y florals.
Anthropologie – Warm, boho-leaning colours in many own-label designs.
FatFace – Warm casual tones, cosy textures, muted prints.
Free People – Boho aesthetic in warm, muted tones and autumnal brights.
Never Fully Dressed – Loud, bold, Autumn-coded.

❄️ Brands that lean Winter
ME+EM – Clean lines, bold contrasts, cool-toned colour blocks.
Boden – Navy, jewel tones, icy brights (especially in tailoring).
& Other Stories – Black, stark white, cool pastels. Winter heaven.
Karen Millen – Jewel tones, sharp tailoring, high-contrast looks.