Never, ever use this word outside of having a suit or shirt made please.

Words go in and out of fashion and that’s like totally fine, like…

But nothing ruins a word or phrase more than when it gets flogged – and worse still, flogged out of context.

Bespoke is one of those words… it seems to be featured in every second piece of copy out there at the moment, thus rendering it not remotely bespoke, but more boringly one-size-fits-all.

Wikipedia states: Bespoke is a British English term that means a clothing item made to a buyer’s specification (personalised or tailored)… The term historically was applied to men’s tailored clothing, footwear and other apparel, implying measurement and fitting. For most non-clothing items, the term built to order is usually used instead… Bespoke is rarely used in any context in other varieties of English, which usually prefers terms such as tailor-made or customised.

We work hard to find the most appropriate, most interesting and most intriguing words possible to tell your story and avoid ‘flavour of the month’ phrases at all costs. So it’s a big no to (grrr) ‘bespoke’ or (eek) ‘brand DNA’ or (gag) anything that mentions ‘a complete 360’ – which simply means you’ve ended up right back where you began!