The Epic Sales Our Editors Wait the Entire Year For

When sale season rolls around, it can be tempting to treat yourself to a new dress here or a fresh knit there, all with the added benefit of a discount. But the way we approach sale shopping is the same way we approach regular shopping. We never advise spending needlessly or without a strategy. While there are rare sale-shopping unicorns out there—pieces so amazing that you can justify buying them on a whim—we’ve found that if the item (be it a bag, coat, or pair of shoes) didn’t pique our interest when it was full-price, then we probably shouldn’t buy it just because it’s been reduced.

Brands to Shop on Sale: @monikh wears a pair of sandals from The Row



Contributor Monikh Dale wears a pair of sandals from The Row. 

Instead, a hack all editors use is to scout the websites of our favourite brands before the sales even begin, identifying the pieces we’d love to own ahead of time. Then, should we find they’re discounted when the sale starts, we know we’re not spending for the sheer sake of it. So the big question is, Which are the best brands to shop on sale?

Editor in Chief Hannah Almassi wears a checked dress from Ganni. 

From contributor Monikh Dale to Editor in Chief Hannah Almassi, the members of the Who What Wear UK team have come together to reveal the sales they wait the whole year for, categorised ever so neatly by brand. Scroll below to see the pieces we’re earmarking ahead of the sales as well as some of our favourite finds that have already been reduced.


Étoile Isabel Marant is the sort of brand which elevates everyday dressing, which is undoubtedly why it's always on our assistant editor Nell Block's sale-shopping hit list. While we're yet to see these pieces marked down, we're hoping they will be soon. 


Our shopping editor Joy Montgomery always shops COS's sale. Owing to its sleek tailoring and minimal silhouettes, these are cut-prices investments you won't ever regret making. 


Editor in Chief Hannah Almassi and contributing editor Maxine Eggenberger each have a thing for bags and shoes, so it's little wonder cult brand BY FAR tops both of their sale-shopping priorities. Right now, The Outnet has the best selection of discounted BY FAR pieces we've seen. 


Okay, okay, we know we're still in the depths of winter, but that hasn't stopped both Nell and fashion and social media editor Zoe Anastasiou adding Faithfull the Brand to their lists. "I'm so ready to wear these pieces come summer 2021," professes Zoe. 


Our contributor Monikh Dale has a knack for finding the best high-end pieces, particularly on sale. And now that one of her go-to brands, The Row, has landed on The Outnet, we've loved seeing the discounted pieces she's scooped via Instagram. 


Editor Emma Spedding and Joy both proclaimed & Other Stories as one of their favourite sale-shopping haunts. Its impressive winter sale has already started, and these are the pieces we have our eye on. 


Zoe, Maxine, Emma, and Joy all revealed that Danish brand Ganni is on their sale radar, with Joy saying she always finds the best marked-down items in Liberty's sale. Here are the dresses, tops, and skirts we'll be watching over the festive period. 


Brands don't come much sleeker than Zara's sister brand, Uterqüe. Like other Inditex companies, Uterqüe's sale can take a week or two to heat up, with initial discounts proving to be minimal. However, once prices start being slashed, you can bet Hannah will be there. 


Our love of Arket knows no bounds, but it's Emma who always unearths the best pieces from the high-street store. While the sale is yet to kick in, these are the items we're hoping will make an appearance in it. 


Cool and classy, Rejina Pyo is one of our favourite brands year-round. However, it also does an epic sale, in which Hannah has found many a high-end bargain. 


From its cult lace-up boots to gorgeous outerwear, Whistles is our one-stop shop for refined statement pieces that transcend seasons. Here are some pieces that we'd love to see on sale as well as a staple skirt that's already been discounted. 


Rixo's pieces are always in demand, but once they hit the sale, they're like gold dust. This is one brand that it really pays to keep an eye on as sale season progresses. Below are the items we want. 


Maxine used to shop Dôen's sale and have her order shipped to relatives in the US. Now that it has made its way onto Net-a-Porter, this process has been made significantly easier. 

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