It's easy to feel fatigued at the mere thought of January sales shopping. Haphazard rails are strewn around stores, with bikinis and winter coats filed alongside one another as if it's the done thing. Online isn't much better either. On just one website we ventured on, there were over 38,000 marked down items to sift through. Yes, 38,000. However, sift you shan't, as we've done it for you.
Our fashion team has searched every sale going to bring you the four bargains they'd actually buy. And, as it happens, we all seem to be hankering for the same things—new coats, designer jeans, statement shoes and quality knitwear. Perhaps there’s something in the water at Who What Wear UK HQ, but we like to think it’s because collectively we know a worthwhile sale buy when we see it. What we're aiming for are the items that will be worn in one, five or even 25 years' time. Look after these items and they will treat you well. Keep your sanity and keep scrolling to see our January sales shopping finds.
HANNAH ALMASSI, EDITORIAL DIRECTOR
"A new classic winter coat, because I actually haven't invested in one for about seven years and that is now starting to look a little bit knackered."
"Knitwear! This is the time of year I buy my fancy, cosy knitwear at a fraction of the price. Less basic and more wow, like this Prada banana jumper I've been looking at for so long."
"Some expensive straight-leg jeans because I really do need a pair in my wardrobe, and cheap ones just don't cut it on my figure."
"Boots for the weekend—sounds niche but really I need some casual ankle boots that look good with jeans, skirts, dresses… the lot."
HARRIET DAVEY, FASHION CONTRIBUTOR
"I spotted this Acne Studios checked number on a street styler last fashion week, and I haven't stopped thinking about it since. The fact that I've wanted it for over four months now is justification enough."
"It's the perfect time to buy knitwear you know you'll love forever at a cut of the price. I spotted this jumper late last year and hoped it was going into the January sales. Lucky me."
"I've built up quite the collection of midi skirts lately, but I'm always on the look out for styles that you can wear with a T-shirt by day, and only have to switch the shoes to make it work for the evening."
"I'm a sucker for mules whatever the weather, so I see the sales as the perfect time to snap up a pair I've been eyeing for a while. I know I'll wear these animal-print Proenza beauties all year round."
JOY MONTGOMERY, ASSISTANT EDITOR
"Seventies-style belted jackets are going to be everywhere this year, and the great thing about this Arket one is that it will work well for layering in the winter (so good with a white roll neck) as well as being light enough to work as a cover-up for spring and summer."
"I love the photographic floral print and unusual cut of this Boutique top. Obviously, it would be great for summer, but I love the idea of wearing it layered over a black polo while the weather is still chilly."
"All I want to be wearing all day long is super-cosy, warm jumpers and this & Other Stories knit ticks all the boxes: crew-neck style, classic print, chunky texture and loose fit."
"I don't exactly need another jacket after my Arket find, but around this time of year, outwear tends to be all you can see of an outfit, so where's the harm of buying another? I love the statement collars and cuffs of this Saks Potts number, which I'll wear with everything from party dresses to straight-leg jeans."
MAXINE EGGENBERGER, FASHION CONTRIBUTOR
"I'm perpetually cold, so finding a new coat is always my main priority when it comes to sales shopping. This year, I'm making a conscious effort to wear more colour too, and I think this Mango cover-up is the perfect place to start."
"With spring somewhat on the horizon, my brain is already in overdrive planning my 'picnic in the park' outfits. Naturally, this calls for cut-price Ganni gingham."
"I rarely spend more than £50 on a pair of jeans the rest of the year, so I use the January sales to blowout on designer blues. I have a feeling these Goldsign straight strides are going to become my 2019 uniform."
"Fancy shoes aren't wasted on me. In fact, I wear pretty pairs with jeans most days. This coral hue is set to be big this season, too, which makes these half-price Aquazzura mules a must."