Who knows what Saint Valentine - the man for whom this overblown affair is named - would really think of the enforced gifting and compulsory cards that come with Valentine's Day. Regardless of whether you’re in a relationship or have one eye on Grazia and another scrolling through Hinge, this is one day when you can make yourself feel the very best.
Self-love, self-care – whatever you want to call it – is what's on order today. Dress up to the nines or get snuggly at home in loungewear, however you're spending your Valentine’s day make sure you're feeling fabulous.
If your evening revolves around a full Galentine's Day celebration, we suggest taking your cue from ultimate cool-girl brands Reformation and Rotate Birger Christensen for all the dresses you'll ever need. If you're off out (at long last) for a date night of full romance, then bear in mind that Rixo has developed an exclusive Valentine's Day edit, packed with pretty prints in a very on-theme palette of red and pink.
Karen Millen, meanwhile, has an entire Valentine's section on its website, dedicated to slinky mini dresses adorned with rosettes, glorious pink tailoring and sparkling accessories.
If you’re planning to skip the date entirely (who needs the faff?) why not treat yourself to a silky new nightgown, a pair of perfect pjs, or even some new lingerie to boost your self esteem. Time to revel in the luxury of having the whole bed to yourself.
SHOP: The Best Pieces For Valentine's Day – And Beyond
rixolondon.com
Part of Rixo's exclusive Valentine's Day edit, this pretty dress will take you from date night to wedding guest without any fuss. Buy now, wear for any special occasion for years to come.
www.charleskeith.co.uk
A classic pair of Mary Jane shoes go with everything. Give them a Valentine's twist with Charles & Keith's cherry red style.
www.anthropologie.com
While this is essentially the sartorial embodiment of Valentine's Day, it will also quickly become your favourite party dress. Try with an oversized blazer, tights and flats.
kitristudio.com
With this jacket, you can afford to keep the rest of your look simple. Try black jeans, a white tee and throw this over the top. You'll be ready for drinks in about ten minutes flat.
www.stories.com
The best thing about jeans and a nice top? The combo works for any and all plans – this pair from & Other Stories also has a dream fit.
www.karenmillen.com
In Pepto pink, this jacket is expertly tailored and, as a result, looks far more expensive than its high street price tag may suggest. Try with mini skirts and knee-high boots or dress up your jeans – either way, it's even currently on sale.
www.pinkcityprints.com
If your plans involve pretending Valentine's Day doesn't exist and spending a night practising some self-care at home, do it in this pretty nightdress from Pink City Prints. It's made from soft organic cotton, it's comfortable and it will make you feel fab.
sisterjane.com
Don't wait to be given flowers – wear them on your skirt, instead. Tuck in crisp shirts and add boots for a feminine take on workwear.
www.net-a-porter.com
This exclusive new shade of Bottega's compact tote arrives just in time for Valentine's Day. Beyond that, it will inject a hint of colour and softness to any outfit.
www.mytheresa.com
If the thought of wearing top-to-toe pink makes you feel queasy, instead make a slightly more subtle nod to February 14th with Rebecca Vallance's playful heart-shaped earrings.
www.farmrio.eu
Why not lean into the theme and wear your heart(s) all over your jumper? Farm Rio's jumper will work all-year round, too – add a lightweight polo neck underneath while it's cold and come spring, shed your under layer and pair with cropped jeans and ballet pumps.
fanfarelabel.com
Fanfare's sustainable denim ensures that jeans have never been so alluring. With a variety of styles and prints on offer, this pair is particularly striking. Just add knitwear and you'll still feel dressed up.
www.wolfandbadger.com
Flabelus's flats are among some of the loveliest ballet shoes I've come across. This cotton-velvet pair in blush pink will lend outfits a romantic touch.
www.net-a-porter.com
The softest, comfiest pieces you could hope to wear, Eberjey's set is ideal if your Valentine's plans include Netflix, your sofa and a takeaway.
www.jigsaw-online.com
Wear with knee high boots for a twist on traditional workwear and swap for pointed pumps to celebrate Valentine's Day – whether you're with your favourite friends or on date night.