NA-KD has over 3.1 million followers on Instagram, so we’re not entirely sure we’d call it our best-kept secret. But compared to Zara’s 47.7 million, it definitely still falls into the lesser-known category. When we asked our non-fashion friends, hardly any of them were familiar with the affordable brand, so we wanted to take a second to shout about it. If you’re not already a loyal fan, what you’re missing out on is a serious gold mine of inexpensive, chic and understated pieces perfect for building up your wardrobe of basics.
Minimalists, listen up because this one’s for you. Yes, there are some brighter, more out-there pieces on the site (and a great partywear selection for last-minute NYE ideas), but what really shines from NA-KD are its simple, pared-back styles. Spotted on the coolest girls, from Hannah Lewis, fashion director at Threads, to Amaka Hamelijnck, a Dutch and Nigerian influencer, it’s the perfect option when you want expensive-looking simple outfits that don’t cost the earth.
So what should you be looking out for in particular? Well, personally, we love the outerwear, which has that oversize, designer feel to it, and most of the coats come in at under £100. It does some of the best wide-leg tailored trousers we’ve found, which work perfectly paired with its trend-led knitwear and tops (think cut-out bodies and barely there cardigans). Even the accessories are impressive.
It’s also good to note that, although being affordable and doubtless not perfect, the brand takes a positive stance on sustainability with clearly marked "more sustainable" shopping options, a pre-loved section, climate-compensated shipping and returns, and many of its pieces made using organic and recycled materials.