Clever, clever, clever. We know the folks at Madewell are geniuses at making us want need their products; the styling is always so damn good that even if I don't like a particular item on its own, they make me think I have to have it. (Which is partly why I'm constantly talking about them.) And now look at what they're doing with their flat styling. A little hokey, sure, but I kind of love it. Also interesting to think we don't need to see the whole garment to get sucked in.