Per Una at M&S and its new autumn 2021 collection is probably the strongest it has served in years. But the trajectory to this point hasn’t always been smooth - loyal customers have loved and loathed the label in equal measure as it has evolved through numerous changes in direction, product design overhauls, new supermodel ambassadors and refreshes of its logo.
What does the Per Una brand mean, and to who? At times it’s been a case of answers on a (heart emblazoned) postcard. Said postcard, punctuated with three pink hearts, inspired the original Per Una branding.
The Next founder and George at Asda creator George Davies was on holiday in Italy when he saw the heart graphic on cards in a souvenir shop, and felt inspired to develop a brand.
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