Palmer// Harding, who are this year marking a decade of obsessively reinventing the genre. ‘Our USP is showing shirts in a more interesting way, no one was doing that before,’ says British-born Matthew Harding. ‘They had become this boring, staid thing but we wanted to make it exciting, balancing the formal and the innovative.
The aim was to make women feel special at 11am on a Tuesday when they’re popping out for a coffee and then see their shirt fluttering in the window.’It’s a lovely notion, and one which epitomises the effortless appeal of a statement shirt. ‘Ours often have a cape aspect, big sleeves or exaggerated proportions, anything to make it more fun,’ he continues.
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