Marques Almeida has proven to be the friendliest brand in town this London Fashion Week SS17 season.
In a world where struts, snarls and slimness are all King (or Queen), the Portuguese duo's brand comes off all smiles.
Marques Almeida somehow manages to walk the line of inclusivity whilst maintaining its high-fashion status.
How does a brand appear approachable, whilst still being super desirable?
By making really nice clothes, and being really nice too!
Since it's their fifth birthday this year, they've launched a few exciting Instagram and real-life ventures to show their buyers and admirers a little love.
Known for their their street-casting ways, they took it to a new level and found new models through their hashtag #newMAgirls.
They also upped the ante of their long used #howdoyouwearyourMA by awarding one lucky Instagrammer a free Marques Almeida gift.
For a while, people were wondering what a Marques Almeida shop would look like and, a couple of months ago, dreams were made a reality, with their archive being sold in a Truman Brewery pop-up.
All of the MA girls were there, chatting and snapping polaroids of their patrons to put on their wall.
As if this wasn't enough, this LFW the SS17 show theme is 'friendship,' and to celebrate, they launched the hashtag #bringyourfriendtoMA and gave away some tickets to some best mates.
And since they can't get everyone and their mate into the show, they are live streaming it on Tuesday at midday on their website, so you can have a look too.
Luckily I managed to wangle myself a ticket to the show, and who am I bringing as my plus one?
My mum, obviously.
See you there!