Whenever I go shopping, I always tend to go to the same stores. Call it the comfort zone of shopping if you will, but when you find some stores whose brand image you like and you end up buying with almost every visit, you tend to stick to these stores. For some reason WE Fashion isn’t one of these stores for me, I only wound up there once and a while when I was shopping with some male friends whom I had to help pick out outfits. I wouldn’t say I hate it, because that would’ve made it all the more harder to help someone pick out an outfit, but I found that their basics didn’t quite fit my style. Even though they had some great looking basics in the men’s department, the women’s department was seriously lacking..even boring. Oops did I just say that? They’re a brand that’s very affordable but whenever I’m looking for basics, I’d like it to be a little more sophisticated & chic. A brand like COS is a great example.
About a year ago the brand decided to put the ‘fashion’ back in WE Fashion by appointing Peter Ingwersen as Creative Director, a very good move in my book. Peter Ingwersen previously worked for the Danish label DAY Birger et Mikkelsen and denim icon Levi’s. Since then the tables have turned for WE Fashion, starting a chain reaction in a rebranding strategy that’s bearing fruits today. One of the latest changes is the rebranding of the stores, starting with the flagship store in Brussels.
After lurking around the store for a while, I knew this brand was one I needed to keep an eye on because the transformation was magnificent. The store was nothing like the WE stores I had ever seen; it was inviting, inspiring even, organized and filled with stuff I actually wanted to take home with me! The basics have gotten a little upgrade and are mixed with designer-inspired pieces, which gives us an everyday look with a little extra. I can only hope they’re willing to bring the fashion and store lay-out to all of their stores, and not just the ones in the big cities.
Tip: For FW I’d definitely recommend you go check out their coats (oversized, leather details, shearling, leopard.. you name it) which are now on offer! I got myself the black one with leather details and eyeing the shearling one as well. Since nobody sees anything else than your coat when it’s cold, you might want to stock up to switch it around every now and then 😉
WE Fashion Flagship store
Wolvengracht 26, Brussels