Effortlessness is the most prized of attributes, because it implies that style runs through your veins, rather than something you paid through the nose for on Bond Street.
When someone looks effortlessly chic, they look current, because while it is never about trends, it is very much about a subtle channelling of the zeitgeist.
Effortlessness doesn't have to be expensive, because it is often about having the confidence to play with the clothes you already own, rather than about buying new ones.
Effortless chic, much like natural makeup, requires a little spadework behind the scenes, showing that your attention to detail translates into style.
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