London Style Always Looks So Expensive—Here's How I'm Shopping It for Under $300

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(Image credit: @rabia098)

One great thing about London is how often the classic British fashion tropes really are worn by locals: Trenches, riding boots, a healthy dose of cozy cardigans—and only partly because English weather truly lives up to its dreary reputation. Season after season, there's a prevalence of fashion—from designer to high street—that delightfully nods to that British heritage in that '90s rom-com kind of way (kind of like if you were to go Paris and half the people you met actually wore berets).

Because I had five nights in town recently, I decided to investigate the locals' style up close and kept tabs on the winter fashion items that seemed to tap into that polished London look and "old money" energy. The vibe is a subset of quiet luxury with a healthy dose of heritage fabrics, an inclination to prepare for rain, and a real affinity with anything that suggests one might have a second home in the country. I promise, these items only look luxe, as everything here is under $300.

Wool Blazers

A winter-weight blazer is one of my favorite things to wear right now. Mango (as always) has a slew of great options, but I'm particularly into this Zara style with a built-in vest.

Riding Boots

When it comes to tall boots, I lean towards more subtle styles that nod to equestrian, but I also appreciate the range of traditional to modern takes on hardware.

Traditional British Fabrics and Prints

There's no one right way to insert heritage details into your look: Opt for plaids, checks, herringbone, and tweeds—whether they're classic, modern, oversize, understated, or bold. Take your pick and wear it like a neutral.

Trenches

A large part of life in London this time of year is preparing for it to rain at any moment, so the rule seems to be that an excellent trench is always within sight.

Cardigans/Knits

I genuinely thought New Yorkers were the biggest fans of cardigans, but London takes it to the next level. Relaxed V-neck styles are always in, but I noticed a slew of polished styles that felt almost tailored.

Chelsea Boots

London remains absolutely dedicated to Chelsea boots. From rain boots with lug soles (less chunky than last year, for sure) to sleeker styles had that cool, downtown Khaite vibe.

Natalie Cantell
Executive Director, Brand Studio

Natalie leads the style direction for the all content we create in partnership with our friends at various brands plus the legendary team of editors who work on those shoots and stories. She loves collaborating and storytelling, so it's a really fun role for her. It's also the first full-time job she's ever had⁠! She started out in her career as a very mediocre model who agreed to her first styling job to impress a photographer she had a crush on, which led her down a happy path of contributing to Vogue Australia and working as a stylist, fashion writer, and creative director for all sorts of brands and titles. She has a bachelor of communications, but most of her career opportunities came up thanks to some fleeting and accidental street style moments. She's been at Who What Wear for three and a half years and still loves to work as a freelance consultant with brands and designers to shoot their campaigns in NYC. She's originally from New Zealand, and Bondi Beach is her second home, but like just about every other 20-something, she fell in love with New York at some point. She lives in Williamsburg with her fiancé and their weird little dog, Ruby. If you ever need reccies for feel-good fashion, legit coffee spots, politics podcasts, or non-intimidating yoga studios, she's very much your girl.