I had an inkling last season that Urban Outfitters would soon be on fire in terms of fashion. The retailer's A/W 17 collection was great, but S/S 18 is even better—and the figures prove it. UO is one of few retailers moving in a positive fiscal direction, showing a 12% jump in net sales this quarter. The high-street mega-brand has credited a portion of this success to its eight-million-strong Instagram following (and its clear ability to tap into millennials), but when you look at the product offering, we're not surprised: Alongside the pieces some teens will be flocking to UO for, there's also a veritable banquet of grown-up goods on offer.
For some time, I had imagined Urban's rails to be too "young" for me. There was definitely a phase in the store's recent history where festival-ready clothes were becoming the norm, and that wasn't what I was in the market for. Today, however, alongside some of the pieces hip young fashion fans will undoubtedly gravitate towards (see the plethora of Fila sweatshirts, for example), there's a sweet spot for sartorial tailoring, seasonless dresses and the denim we've been searching for, not only from the brand's own in-house label but also names to know such as Jamie Wei Huwang and Peter Jensen.
We've also seen a fair few of our favourite influencers showing off their love for Urban Outfitters. Lucy Williams has been spotted numerous times sporting bright net bags that are also available in a cool backpack version, while other fashion girls are opting for UO's floral dresses or its huge range of new denim cuts.
UO is filling some niche fashion gaps as well. Everything linen I've been dreaming of? It's there in abundance, alongside a raft of co-ords for every occasion too. How about the midpriced wedding-guest dress you're not going to be twinning with someone else in? UO has it, thanks to the retailer's unusual range of contemporary brands. And that under-the-radar edit from a label no one else has heard of yet? Yep, you guessed it. There are still lots of summer pieces to come, but you can shop my current edit of 13 great buys below.
The print of the summer. If you only buy one thing, make it this.
The broderie trim gives this dress a French touch.
A satin shirt is great for dressing up denim.
The perfect white jeans.
These will look great with floral dresses.
French girls love this blouse style.
Where else could you find a pair of trousers in this beautiful blue colour?
A smart take on the one-and-done outfit.
Polka dots in a sunshine shade.
Tuck a white tee into this slinky skirt.
A super-versatile wardrobe staple.
If you love Rixo, you'll be into this brand.
Add trainers and a T-shirt to keep this combo fresh.
Love the matching jacket too.