Human beings are a bloody amazing homo economicus , and thees 45 billion euros spent during Black Friday 2018* prove it well: we're ready to buy more or less useful things as soon as we tell ourselves it's a good deal.

The latest illustration - a personal one - is this magnificent card dispenser I've never used, but which was a solid 50% off on Amazon. "Frankly, for poker games, it's going to make all the difference, you'll see. Two months later, the only difference it made was the €40 negative balance in my bank account.

When you take a step back, the error may lie in my reasoning. Super-promos may be super-cheap, but when they're super-useless, they're still a super-average operation...

At Maison FT, our clothes are priced consistently all year round, with no Black Friday or teaser sales . There's no need to fill your wardrobes with superfluous items that won't be used and will end up on Vinted, under the pretext of being discounted. It's not a price tag that should decide for us.

After all, we're all human, and sometimes it's nice to break down. And fortunately so, otherwise our lives would be nothing more than a daily grind governed by a relentlessly Cartesian mindset. Between you and me, that little sand-colored trench isn't going to do you any good every day, but it does give you a nice silhouette, doesn't it?

Despite sales periods, Black Friday and year-round discounts, you won't find 50% off at Maison FT. We don't over-inflate prices and then cross them off. Sometimes there's a discount on a pre-order to thank you for your patience, or on a OLD COLLECTION to be sold out. But above all, we try to offer a price that matches the quality of our clothes, all year round.

Let's not forget, Black Friday or not, the best discount is the one that saves you 100% of your money! 😁

*The 2019 figures are probably even higher, but it's impossible to get hold of them.