41 Perfect Winter Hits From Zara, COS and & Other Stories

At Who What Wear, we firmly believe that every item you buy should be viewed as an investment. It should be something that you love and that excites you, that you return to time and again because of the joy it brings. We also firmly believe that that statement doesn’t just apply to designer pieces. Thanks to the high street, there are plenty of elevated (and affordable) staples out there that are worthy of a place in your wardrobe. 

There are some hight-street brands that continue to impress us season after season—& Other Stories, COS and Zara, to name a few—and each serve a different purpose. Zara is all about the trend-led pieces mixed with sleek, tailored separates as well as an ample offering of great coats, shoes and earrings. COS is my go-to for when I need a confidence boost. Beautiful quality but at a reasonable price point, its new-ins are always effortlessly chic and easy to wear. Last but not least is & Other Stories, which rules on knitwear and tailoring especially. The striped half-zips and wool oversized blazers are staples in every Who What Wear editor’s autumn wardrobe.

But with hundreds of new pieces landing online every week, it can be difficult to work out what’s a cut above the rest. That’s where I come in. As a self-proclaimed fussy shopper, I consider it a skill to be able to spot the hero pieces a mile off, so I scoured the new-in pages to bring you only the best of the best. Expect everything from relaxed tailoring to cosy knits and stylish boots to sensational sequins. Keep scrolling to discover my favourite new-in pieces, as well as some tips on how to style them.

2. COS

3. ZARA

Up Next: The 9 Most Expensive-Looking Pieces on the High Street This Week

This story was previously published and has since been updated.

Managing Editor

Poppy joined the Who What Wear UK team as managing editor in 2022. After graduating from university with a degree in English literature, she worked for a number of print and digital publications, including Women's Health, The Times, Hello!, SheerLuxe and international editions of Maire Claire, and acted as an editorial and celebrity stylist. As WWW UK’s managing editor, Poppy spends most of her time looking after all on-site content in addition to working with contributors, supporting the editorial team and contributing to strategy, social media and branded content.

Born and raised in London, Poppy is a true city girl. When she's not thinking about clothes, Poppy fills her time walking along the river with her labradoodle, getting stuck in a good book and enjoying as many of the city’s amazing restaurants and bars as her purse will allow!