Although the big-name high-street brands (
H&M, Mango, 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 trending item. 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 individual, and it helps you 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 lesser-known affordable brands and their best new-in pieces. Prepare to smugly name-drop these labels next time you WhatsApp your fashion-loving friends.
Acting as an antidote to the prevailing minimalist aesthetic, Phoebe Grace is all about the print. The brand's feel-good pieces focus primarily on floral motifs, polished separates and flowy dresses. I have the Peach Shirt in white and wear it all the time with jeans and a blazer.
Set apart by its tightly edited collection of premium-feeling, affordable pieces, Kitri is a Who What Wear fave. It only stocks limited quantities of each style, so you can guarantee that you won't see the same item on every other person on social media. The
Gabriella Dress was an instant sell-out when papped on Charlotte Groeneveld in 2019, so keep your eyes peeled for the next big thing.
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 I love. It offers cute co-ords and is a winner in the plus-size category. (The brand goes up to a size 28.) Neon Rose is quite the dream collection.
Describing its wares as "supersized basics with a clean, flawless aesthetic and silhouettes cut precisely for everyday success," House of Sunny has become
cool girls' go-to affordable fashion brand. The brand offers up plenty of references to new-season trends, including artistic silhouettes and psychedelic prints.
If you're looking for key pieces with a cool Scandi twist to add to your wardrobe, then Gestuz is the brand for you. Launched in 2008, the Danish label has remained relatively unknown, but it is now available on ASOS, so it's easily accessible for all. Expect great denim pieces, chic trousers and the odd print.
Sister Jane is the London-based brand here for all your vintage-inspired fashion needs. Its eclectic selection of personality-packed pieces stand out from the high street's identikit offering—think frou-frou blouses, printed maxi dresses and retro accessories.