Wherever The Day Takes You

Summer in Cardiff is a bit of a state of mind. Longer days, plans made on a whim, and that particular magic where you never really know where the day will take you. This year, we wanted to bottle that feeling - into our first campaign: Wherever the Day Takes You. 3 locations, 3 looks, all celebrating Summer in Cardiff. I’ve taken to the blog to give you a behind the scenes look at how we crafted this campaign. Let’s get into it…

A little about the shoot

Wherever the Day Takes You is a love letter to a summer in Cardiff. And to make it come to life, we teamed up with the brilliant Liz Colley Dance Studio. Cardiff dancers who are genuinely friends…everyone looks like they're having a blast, because they genuinely were.

Whatever the weather...

There was just one tiny plot twist. We'd planned a summer campaign…you know… sunshine, iced coffees, the works. But then, in the most Welsh turn of events imaginable, it absolutely tipped it down on shoot day. So we did the only sensible thing: grabbed our clear SO-ME umbrellas, laughed through it, and shot in the rain outside Cardiff Castle and down at the Bay regardless. That wasn’t even the worst bit…

The truly annoying part? It's been gloriously sunny more or less every day since. Of course it has.

Honestly, though? We wouldn't change a thing. A bit of rain, a lot of dancing, and three looks we're completely obsessed with — it turned out to be very us. So here they are: the looks, and the thinking behind each one.

The Hot Girl Walk

For slow mornings, iced-coffee detours and walks that were definitely only meant to be twenty minutes.

The vibe is boho — but the grown-up kind. Chemena Kamali rebooted it at Chloé, Sienna Miller and Kate Moss have been quietly living in it ever since, and editors have settled on "refined boho" as the name. Translation: floaty and effortless, just with the scruffy bits edited out.

How to actually wear it: start soft. A white crochet top, a bit of broderie anglaise, chocolate-brown trousers that feel like pyjamas but absolutely don't look it. Then — and this is the whole trick — you toughen it up. Throw a tan suede jacket over the top, or pull on your cowboy boots with a leather jacket slung over one shoulder. That little clash of soft-and-sturdy is what keeps boho on the right side of fancy dress.

And yes, the cowboy boots stay. They've calmed down a touch from peak festival season, but worn with easy whites and a leather jacket they read less "yeehaw" and more "I threw this on and somehow nailed it" — which is genuinely the dream.

Our go-to formulas: white broderie set + a stack of fine gold necklaces + oversized denim, for the low-key days. Or crochet + suede + boots for when the walk might just wander into brunch. Pile the textures on; crochet, broderie, suede, denim, a scuffed boot — and it'll never fall flat.

Soft, sunny, and just polished enough.

A Day in Town

For afternoons that start with "just a quick look round the shops" and somehow end three coffees and a spontaneous lunch later.

Now we turn the dial up. This one's pure early-2000s — one of summer 2026's biggest stories — and it's a proper rebellion against one too many years of quiet, tucked-in, clean-girl dressing. Basically: we're allowed to have fun with our clothes again, and thank goodness.

The pieces to hunt down: cargos, capris (back on the SS26 runways at Versace, Ralph Lauren and Isabel Marant — yes, really), a slouchy leather jacket, an embroidered bomber, a bit of print. What stops it feeling like a costume? Sharpen everything up, and lean hard into contrast.

How we styled it: black cargos + a hit of bright red on top + a leather jacket thrown over one shoulder, because a pop of red makes everything look more expensive than it was. An embroidered bomber over capris, for when you want your nostalgia a little softer. A paisley-print dress roughed up with worn-in leather, so it never tips too sweet.

The golden rule: one relaxed piece, one polished piece, every single time. Sporty trouser, sharper shoe. Slouchy jacket, neat little top. Do that and you'll always look like you meant it — even when you very much threw it together.

Girls' Night

Volume: up. Sparkle: non-negotiable. Sequins have officially escaped the Christmas party — ASOS and the SS26 runways agree. They're a year-round thing now — so there's genuinely no reason to keep them for December.

Practical Playsuit

What to reach for: a sequin mini and, honestly, not much else. A fringed paillette dress that moves every time you do. Or a silver sequin playsuit that looks like a dress but lets you dance like it's shorts (that one's our little secret). One properly sparkly piece does all the heavy lifting — you just have to turn up in it.

Party Poncho

And did someone say party poncho? I’ve been living for the revamp of the poncho recently…and A SPARKLY ONE?! Well, it was a must. So, we included a silver two-piece — all shimmer up top, easy little co-ord underneath — that does the exact job of a party dress with about half the commitment. Throw it on, catch every light in the room, and know that if the night takes a turn towards the dance floor (it will), you're not fighting a hemline all evening.

Palette popping

On colour, our hill to die on this summer is hot pink with red. Sounds wrong, is completely right — stylists have crowned it one of the colour combinations of 2026. Picture a fuchsia mini with red strappy heels: loud, warm, impossible to ignore. A proper BAM moment. Let that one piece do the talking and keep everything else simple.

More is more. It's summer — you've earned it.

Style the Whole Day

Summer plans never stick to the plan (see also: the weather on our shoot day). So your wardrobe shouldn't either. The looks we love are the ones that carry you from morning to mayhem: soft boho for the walk, a little 2000s edge for town, and full sparkle once the sun goes down.

Walk, wander, dance floor — wherever the day takes you, use SO-ME to style your day.