“Every buy is a vote”

People often think fashion is about buying more — chasing trends, filling closets, keeping up.

Let’s dig into Tonne Goodman’s approach.

For her, style is about identity, practicality, and lasting value. She built a uniform. What sounds repetitive is actually her secret: she knew what worked, and she stuck with it. That kind of clarity is rare in fashion, and it’s why her influence is so powerful.

Her approach:

Goodman didn’t care about reinvention every season. She cared about consistency. Her uniform made her instantly recognizable, but it also proved a point: style doesn’t come from shopping more, it comes from knowing yourself.

She carried that same mindset into her work. When she collaborated with Karl Templer at Ports 1961 in 2021, they created tailored shirts and tunics from organic cotton. It wasn’t sold as “eco-fashion.” It was simply beautiful clothing with integrity — clothes made to last decades, not months. Goodman made responsibility look aspirational, not alternative.

The bigger picture:

Turns out the most radical thing you can do in fashion is… wear the same thing twice.

Goodman’s consistency wasn’t just personal — it was radical in an industry obsessed with “new.” At Vogue, her styling sent a quiet message: repetition is not laziness, it’s identity.

In a time when Instagram tells us to never repeat an outfit, Goodman proved the opposite. Her uniform gave her authority. It showed that style comes from editing, not endlessly adding.

And that’s the paradox: in chasing originality through constant consumption, we all end up looking the same. Goodman’s uniform, meanwhile, made her unforgettable.