Wildfox has so many spin-off labels that we’re beginning to get confused. There’s Wildfox, Wildfox eyewear, Wildfox swimwear, Wildfox for kids – pretty soon we’re sure they’ll open a chain of karaoke bars.

This time we’re feeling pretty good about Wildfox White Label. It’s the one that’s a little step up from the base line, offering lots of knits and cardigans and lightweight jackets.

The themes and motifs, though, are nothing but Wildfox. Feminine florals, cutesy slogans and love-hearts. This season we’re especially digging the gaudy floral graphics winding their way up the cosy-looking sweaters. And, because we’re suckers, the smiley face sweaters are pretty great too.

More at ilovewildfox.