We recently sat down with Emma Farrow, Head of Design, to get the inside scoop on April’s Womenswear Heart.
As a reminder, the Heart is our monthly commercial, customer-facing edit that showcases the most compelling womenswear across Own Brand and Partner Brands. It brings together fit, price and fashion to clarify key style trends and present them in a curated, impactful way. Launched in August 2025, the Heart plays a key role in driving sales through our Quality, Value and Style strategy.
Our teams work hard behind the scenes to select products that reflect what our customers want right now and what’s coming next. We were excited to hear more about the thinking behind this month’s theme.
What is the theme of April’s Heart? April’s Heart theme is Summer in the City, which centres around effortless classic American style, with a strong 80s influence, which gives an ‘undone’ & soft relaxed feel. Think fresh spring tailoring, East-Village Girl vibes, pretty pastels, Easter dress-up, offhand chic, new sophomore's & sports casual all combined to create the must-have looks for the new season.
Where did the inspiration for this collection come from? Were there any key cultural moments? The collection draws heavily on the legacy of Calvin Klein and his impact on defining modern American fashion, particularly his focus on simplicity and stripped-back design. There’s also a nod to the ongoing shift towards relaxed, city-ready dressing that blends tailoring with urban casual, sporty influences & the unexpected lingerie inspired trend that injects an element of modern femininity. We first saw this new hi-lo style emerge from the looks seen at Copenhagen Fashion Week and the incredible FROW at Saint Laurent’s SS26 Show.
Cultural references include the resurgence of 80s icons like Julia Roberts & Meg Ryan, the original Supermodels (Cindy/Christie/Iman), alongside a broader return to extreme volume—big shoulders, statement silhouettes, and polished confidence.
What are some of the Hero Products for this edit? Key hero pieces focus on versatile wardrobe essentials with a fashion-led update:
- Elevated Track Jackets - drop waist belt & contrast piping detail
- Underwear-inspired pieces - lingerie lace shorts
- Denim Bermudas - longer length shorts are ruling the streets right now all washes look incredible.
- Pastel Blue Crisp Cotton Set - Volume sleeve shirt and Balloon Pant; the peplum waist detail is a defining detail for SS26
- Trophy pencil skirts - on-the-knee’ is where its at.
- Magpie Occasion Dresses - new paillette sequin minis & maxi lengths.
- Disney Baby Tees - ringer styling.
- Stripe Oversized Shirts - dresses as sets PJ style or a casual waist tie to refresh your look
And finally, what do you love about this month’s Heart?
I love the blend of pastels with the cool casual shades that tick the start to the utility trend. Also the hi-lo blend of femme pretty lingerie looks with the new urban sports feel.
Thanks for sitting down with us, Emma!
Every month, the Heart lands across our homepage, socials and customer channels, timed closely to the end of the month and pay day. It’s the perfect moment to inspire customers when they’re ready to shop. Check out the visuals below that have helped bring April’s Heart to life for our customers.