Although the big-name high-street brands (Zara, Mango, Topshop, etc.) will always have a special place in my heart, there’s something exciting about coming across a lesser-known label. Of course, there’s nothing wrong with buying into the latest viral look, however, as all true fashion lovers will know, it can be easy to become disillusioned by the identikit ensembles that can come from sticking to the well-trodden path.
My solution? Take some time every few months to dig around online and discover some new brands. This will ensure that your wardrobe is kept fresh, diverse and unique, and help avoid the awkward outfit-clash moment. To save you time, I’ve scoured the internet and interrogated the Who What Wear team to find our top twelve lesser-known affordable brands and their best new-in pieces. Prepare to smugly name-drop these labels next time you’re out with your fashion-loving friends.
Neon Rose is the UK-born brand you may have already spotted on ASOS. The statement prints, attention-to-detail and super purse-friendly price tags are some of the things we love. Add to this the cute co-ords, winners in the plus-size category (they go up to a size 28) and completes quite the dream collection.
Inspired by Korean street style, Oh Hey Girl started life as a Depop account before launching as an official site in June 2016. With statement fabrics and bold cuts, its collection will certainly add character to your wardrobe. I have my eye on the zebra trousers, which I’ll wear year-round to liven up my wardrobe basics. This e-tailer rarely restocks pieces, so make sure to move quickly.
Set apart by its tightly edited collection of premium-feeling affordable pieces, Kitri Studio is a Who What Wear fave. Only stocking limited quantities of each style, you can guarantee that you won’t see the same item on every other woman on the high street. The Gabriella dress was an instant sellout when papped on Charlotte Groeneveld at fashion week last year, so keep your eyes peeled for the next big thing.
This young brand was founded in January 2017 by English designer Olivia Rose Havelock. Every item is made to order in limited quantities by Olivia herself in her studio. I’ve fallen for Olivia’s signature shirred blouses, which are destined to be worn with your favourite jeans for Friday night cocktails.
Sézane is the little bit of Paris everyone needs in their wardrobe. The label began life as a vintage store on Ebay but now produces retro-inspired, understated pieces that’ll easily slip into your capsule wardrobe—ideal if you’re looking for pieces that stand the test of time. I’ll be adding Sézane’s cool leather bags and summer frocks to my basket for now, and patiently waiting until it’s time to snap up the amazing knitwear come autumn.
Created by our favourite Gallic It girl, Jeanne Damas, Rouje is in the market to deliver Parisian basics with a nostalgic twist—think flighty camisoles, flared jeans and button-up sundresses. An essential for staples, we’ll be buying one of the brand’s sellout Gabinette dresses to wear with espadrilles to wear with chunky boots. What better way to achieve that illusive je ne sais quoi?
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