As a fashion editor, my inbox is brimming with new campaigns and launches, but this one really stopped me in my tracks. The brand in question is Urbanic and their designs are seriously cool, surprisingly affordable, and – most importantly – produced using AI to reduce waste.
Upon browsing the site, I immediately spotted a ruffle-adorned top that I thought would be 10 times the actual price tag (it's £22.99). Then, I laid eyes on all the excellent denim, including the most perfect dungarees (which I am wearing below), some crystal-tasselled jeans (which will be dropping soon) and a contemporary take on the classic denim jacket, with cute, short sleeves. I was sold.
