Black White Denim

Sophie Hulme bag.

This is a brilliant concept. A website (and a shop in fancy pants Wilmslow, Cheshire) selling products that are just black, white and denim. What more do you need? Alright, I'd quite like some Khaki, Navy, Grey myself but there's colour at BWD, if you look hard enough. The site's aim is to promote effortless style. Which is just what every grown-up woman wants.

2nd Day wrap jacket.

Blk Denim tuxedo jacket.

By Malene Birger dress.

So, a couple of weeks ago I got to meet the MD and founder of BWD, Jo Davies. Having spent years working in sales for big corporate brands like Diageo and Walkers crisps, Davies decided not to return to work after maternity leave and to start her own business. With a love of fashion and a supportive life/business partner, Black White Denim was born:

As you can see, this is a woman who lives by her own style rules - and carries that Sophie Hulme bag. I know, talk about perk of the job. 'I'm all about comfort and practicality. I have 35 minutes to get ready in the morning - my six-year-old son spends more time getting ready than me!' Jo laughed, 'So it genuinely has to be No Effort Required.' This is a woman after my own heart I thought when she added, 'Debbie Harry is my total style icon - hair not brushed, smudged eyeliner,' and we downed another glass of wine and carried on gossiping. 'I have to feel totally happy and comfortable with the brands I stock. If I don't, then I stop stocking them. It has to be ageless, classless, timeless - and it has to get me through the day. Which is why I love J Brand jeans and my By Malene Birger biker boots.'

And you'll be pleased to hear that in spite of the binge drinking, I managed to note down Jo Davies' advice on achieving effortless style:

1. Don't buy a load of shit you're not going to wear.
2. Have a few remarkable, stand-out pieces that catch people's attention and help update your wardobe.
3. Wear these with your favourite items - the stuff you keep till it falls apart (I hear you, Jo). I like to have that experience of living with something and knowing it lasts.
4. Avoid anything too trend-driven. The only place I've seen a peplum recently is on Downton Abbey.


Blimey, I think we might have been separated at birth. Do you have any advice attention-grabbing outfits? Or clothes you've worn till they fall apart?