Forget Zara for a Second—We're Suddenly Shopping at THIS Store Again

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.

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(Image credit: Urban Outfitters)

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.

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(Image credit: @lucywilliams02)

PICTURED: Lucy Williams carrying a £12 net bag from Urban Outfitters

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.

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(Image credit: @shotfromthestreet)

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.

Related: Summer 2018 Fashion Trends: The Only Looks You Need to Know

Want to keep shopping? We've also tracked down the best Topshop items on offer right now.

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.