AUTUMN / WINTER '22 

ACT 3: NAME


"YOUR NAME IS A GATEWAY TO YOUR IDENTITY. 

PUT YOUR NAME TO A CRAFT AND PURSUE IT RELENTLESSLY." 

Florence Black’s second instalment for 2022 focuses on a seasonal progression from premium short-sleeve garments (our ensemble elevators for those warmer nights), to our luxury Italian wool knitwear and heavyweight organic cotton essentials. These have been carefully crafted to balance aesthetic and warmth, for the ultimate cosy look this autumn / winter. As always, we want the versatility of this collection to empower individual style, in ways that make our community proud of being themselves, but also proud to wear the name Florence Black.

SCENE 1: YOUR NAME IS YOUR IDENTITY

I've come to realise that your name is synonymous with your identity.

All of the actions you've taken up until this very moment define:

- What that name means.
- What that name stands for.
- What that name will become. 


Put your name to a craft & pursue it relentlessly. What you put into this universe, you will eventually get back. Karma, in a sort of way.

This understanding was my own awakening to accepting & becoming Finn

SCENE 2: MAKE YOUR NAME YOUR OWN

That moment of revelation made me understand it’s about making my name, and therefore my identity, one that I could be proud of, and that others could respect. 

Although we are often told not to look to our peers for validity, they act as a sounding board to how we are perceived.

Perception is important to defining who we are, and as such, we should be know for the right things.

- It affirms the positive energy you put into the world & to carry on expelling that infectious energy.
- It provides the motivation you need to improve as an individual.
- To do better & be better.


When people hear the name ‘Finn’, I want this to be for the right reason: positive memories, a motivator to want more from your life, to work hard for what you want from this one chance we get in life.

SCENE 3: WE ARE FLORENCE BLACK


Just as I have become proud of myself, I'm equally as proud of Florence Black too. I want to shout our name from the rooftops. It’s time to really share Florence Black & our community with the world, because other people deserve to be a part of this movement. A movement to make you proud of wearing the brand too and to form part of your identity. It’s time for this brand to become part of your identity, & we will reciprocate the love ten fold.“For We Are Florence Black”


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