Our Secret Source for Shopping the New Season Before Everyone Else

Team Who What Wear, as you can imagine, spends a lot of time shopping. All virtually, of course. This comes with its pitfalls in terms of career choices (stressed bank managers and grumpy boyfriends with zero closet space), but there are also great things about those hours expended on crafting our highly edited must-have lists: We really do uncover the best fashion intel for your (and our) benefit. For example, our endless searching has led us to notice that one particular e-commerce site—a platform that perhaps you don't even know yet—is an incredible go-to for getting new-season pieces way before everywhere else.

What is this magical dot-com you ask? Meet Italian fashion giant LuisaViaRoma.com. Not only have we noticed that the online hub tends to have early-bird dibs on many a designer's collection, but it also appears that—maybe down to being molto Italiano—that the pieces chosen for its buy are more adventurous. You'll also find a raft of labels you've probably never even seen before. So if you're a peacocking kind of savvy girl, then this is your newfound paradise. Dries Van Noten's leopard print trousers? Yes please. Dolce and Gabbana's clear princess heels? Count us in. There is just one disclaimer: Some of the imagery can look pretty unusual, so just focus on the clothes at hand.

Keep reading to see the pieces we'd put into our baskets first (and try to keep this shopping heaven a secret, please).

The ultimate in dreamy footwear:

Tutu your way into the grunge trend:

Hi Kendall, this is your new dress calling:

We've not seen this colourway before:

Just wow:

For bad gals all over the world:

Kitten heels we'd kill for:

Major sleeve action going on here:

You are going to see this EVERYWHERE:

The leopard-print addict's top choice:

Hannah Almassi
Editor in Chief

Hannah Almassi is the editor in chief of Who What Wear UK. Hannah has been part of the the Who What Wear brand since 2015, when she was headhunted to launch the UK sister site and social channels, implement a localised content strategy and build out the editorial team. She joined following a seven-year tenure at Grazia magazine, where she led front-of-book news, fashion features and shopping specials as fashion news and features editor. With experience in both print and digital across fashion and beauty, Hannah has over 16 years in the field as a journalist, editor, content strategist and brand consultant. Hannah has interviewed industry heavyweights such as designers including Marc Jacobs and Jonathan Anderson through to arbiters of taste including Katie Grand and Anna Dello Russo. A skilled moderator and lecturer specialising in the shift to digital media and e-commerce, Hannah’s opinion and work has been sought by the likes of CNBC, BBC, The Sunday Times Style, The Times, The Telegraph and MatchesFashion.com, among many others. Hannah is often called upon for her take on trends, becoming known as a person with their finger of the pulse of what’s happening in the fashion space for stylish Brits.

Hannah currently resides in Eastbourne with her photographer husband, incredibly busy son and highly Instagrammable cat.