From everyday essentials to standout statement pieces, May’s WW Heart is all about what our customers want right now.
As a reminder, the Heart is our monthly customer-facing edit across Womenswear and Menswear, showcasing the best of Own Brand and Partner Brands. It brings together fit, price and fashion in a curated way and plays a key role in driving our Quality, Value and Style strategy.
A lot goes into shaping the Heart each month, from spotting emerging trends to selecting the pieces that really resonate. To bring May’s WW Heart to life, we sat down with Aisling, Emma, Lucy and Rosemary in our Design team to hear more about the inspirations, decisions and details behind the final edit. Here is what we learnt...
So, what is this month's theme all about?
For May, we are upping the tempo with our own ‘Fashion Fiva’ moment. It's a fashion ode to the spirit of the upcoming World Cup and the spirit of people coming together. We wanted to create a wardrobe that feels bright, bold, and unapologetically fun, rooted in the ‘80s but with a completely contemporary execution. Think sporty confidence meets evening glamour. It's a collection that takes our customer from day to night without losing any of that electric energy.
We’re having fun with accessories - think primary brights and material interest through nylon pouches, raffia bags, retro jelly shoes in new season shapes and statement resin bangles. Bold youthful colour blocking from head to toe.
Where did the inspiration for this collection come from? Were there any key cultural moments?
The starting point was really the bold colour layering seen in the Milan & Paris SS26 shows. We loved the bold colour blocking, oversized sporty silhouettes, heavy metallic embellishments, and an unmistakably 80s attitude coming through from the catwalks. The cultural heartbeat of this edit is with the World Cup. As the tournament is building this summer, there's a collective excitement in the air that we want to tap into, dressing up to watch the match, the social energy around it. We've layered in festival season and a Met Gala moment too, so the edit covers everything from a sun-soaked afternoon to cocktail hour.
What are some of the Hero Products for this edit?
The bubble hem track jacket is the must-have item of the season. We're doing it in bold colour nylons, and it captures that sporty-meets-luxe tension perfectly. We're also really excited about the shard sequin midi dress in that aqua blue pop, that's your night-out hero. For accessories, the raffia bucket bag is going to be huge for us, alongside oversized colour pop shield coloured lense sunglasses and chunky resin jewellery in bold primaries. And for footwear, we’re really excited by the jellies across kitten heel and flat profiles and the retro runner. They give the customer that playful, nostalgic edge without feeling too overtly retro.
And finally, what do you love about this month's trend?
What we love is the joy of it. Fashion can sometimes take itself too seriously, and this edit just refuses to do that. The colour palette alone, it's like we turned the saturation up on summer. The tailoring is sharp, the fabrications are considered.
We've got beautiful drapey silks, papery poplins, so there's real quality underpinning the playfulness. We’re putting quality at the forefront and paying particular attention to elevating fabrics, trims and details. There's something about a World Cup summer that makes people want to dress bolder, be louder, have more fun. This edit gives them permission to do exactly that.
We’re obsessed with the occasion-ready, conversational beaded bags—they bring such a playful, elevated hit of joy to your wardrobe. We’re also loving the mini purse pendants on waxed drawcords, crafted in gorgeously rich neutral materials that effortlessly anchor and balance bold, pop-bright looks.