Ping! An email has just landed in your inbox with the subject line: “Top 5 Iconic Buys of all Time. Shop our edit!” It’s a brilliant marketing play because, before you know it, you’ve clicked, pondered a purchase and justified the hefty price by applying a cost-per-wear ratio.

Investing in ‘iconic’ pieces makes us feel like we have a failsafe gameplan to resort to when we don’t have the brain bandwidth to decipher what that ‘optional’ in dress codes really means. They remove the guesswork. Their purity of design and utilitarian nature assure us they’ll deliver maximum style with minimal effort.