Welcome to System’s Substack.

It’s called ‘I love this one...’

Why? Because it’s an inherently upbeat place. And besides, everyone loves love.

It also gets its name from a Lotta Volkova quote we once published in System’s biannual print magazine.

For Spring/Summer 2022, we asked a dozen of the industry’s most-respected stylists to select their favourite Chanel accessory of the season – and explain why.

Some wrote essay-length responses about why they loved a pair of patent bicolour ballerina or maxi-CC-logo earrings. Lotta chose a collapsable Chanel bag in shiny black leather and chunky gold-coloured metal, and simply wrote “I love this one!”

“Wow, that’s a bit lazy minimal,” was our very first thought, on receiving said pronouncement.

“Actually, that’s totally and utterly genius,” was our second.

In four words, Lotta had summed up what System feels about fashion, and the global fashion industry/community populated by creatives, critics, commentators, corporates, catwalk stars, CEOs, CMOs, COOs – and every ‘C’ in between.

And so, each dress-down Friday, we’ll be asking fashion’s most fabulous folks (as well as our favourite Substackers) to declare their love for what it is they love – a brand, a bag, a show, a campaign, a designer, an archive moment, a good bad habit, a hero, a zero...

They’ll come as exclusive letters, questionnaires, Q&As, videos, livestreams, portfolios.

Anyway, on with the show…