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Spoil yourself, or someone else, just promise to go wild – or at least as wild as the year we've just endured


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When it comes to fashion at least, we’re an equal opportunity lover. This is why we have two fashion Christmas gift guides. The first was your typical fashion Christmas gift guide, bountiful luxury from the biggest fashion brands in existence. This, however, is the small business fashion Christmas gift guide. The only real difference between them is that the latter may include brands you’ve yet to encounter – but both are as luxurious as each other.

2020 has been a tumultuous year for small businesses (and all of us in general). But while coronavirus made a mess of supply chains and threatened whole livelihoods, those that thrived were the ones that managed to adapt. At Christmas, these brands deserve your support more than ever – not that you’ll have needed to be told that once you see for yourself how good their stuff is.

When you buy someone a Christmas gift from a small business, the likelihood is that it won’t be something they have already. Even if it is, it’ll be an idiosyncratic addition to the collection. Either way, a Christmas gift from a small business is also the gift of being able to say “Oh, this? It’s just this brand you’ve probably never heard of!” when quizzed on its origins – the gift of smugness, in other words. And what could be better than that? Especially after almost a year of WFH has left a lot of us with a dearth of people to regularly appreciate our outfits – even if they did consist solely of sweatshirts, leggings, full tracksuits and activewear you weren’t actually doing any exercise in.

It may possibly be the case that there’s nothing for your nearest and dearest in our small business fashion Christmas gift guide, but there will almost certainly be something for you – and you deserve a gift most of all.

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