I’m not one for panic-buying or making useless splurges in the sales. Rather, my tactics are the same as many editors at Who What Wear UK, and we all apply our trusty shopping methods during Amazon Prime Big Deal Days. Whether it’s wise beauty restocks (replacing your empties will never be a mistake) or classic shoe styles, this is a time to invest in tried-and-tested pieces rather than risk your hard-earned cash on something radically different.
This is why, when it comes to fashion, it pays to choose simple, elevated items that are neither on-trend nor out of style, but classic and long-lasting.
So when it came to searching through hundreds of thousands of Amazon Prime Day Deals, I thought it best to keep my all-important filter in mind. It’s also worth noting that this discount moment isn’t always the best for fashion—you’ll find amazing deals on beauty tools and skincare, household essentials, tech and gadgets which all happen to make great early Christmas gifts too—but you do have to dig a little deeper to find the stylish gems. That’s why in the edit below I haven’t solely stuck to pieces that are on sale, but rather incorporated both full-price and sale Amazon items to create a selection of chic, understated fashion buys that will set you up nicely for autumn/winter. With just a few simple items that all come in at under £60 each (most for even less), I’ve pulled together multiple outfits that look anything but cheap. And the best part is that all the items are interchangeable across the outfits, allowing for a rotation of so many combinations for every occasion. That’s what a capsule is all about, right? It’s also highly likely you’ll already own many of these basics and can recreate some easy outfits without even spending a pound. Keep scrolling to see…
Style Notes: Bouclé jackets are a timeless, elegant staple. To make them feel modern (and very French), pair with slouchy denim and a pair of classic ballet flats.
No one will believe this is under £35.
I always turn to the Amazon Essentials for great basics.
I’ve relied on my 501s for years and years, but I love this new ’90s update which has a slightly more relaxed, mid rise fit.
So timeless.
These come in black and metallic colours too!
Celebs and fashion editors love this brand.
Style Notes: For autumnal weekend walks, school drop off or just running errands, you can’t beed a leggings, striped jumper and camel coat combo. Effortlessly chic, always.
A warm camel coat for under £60!
If you fell in love with Toteme’s knit but it’s out of your budget, this makes a great alternative, and it comes in all the colours.
The best leggings around.
TikTok is going wild for this designer-looking bag right now.
these will add polish to any look.
I just added these boots to my basket.
Style Notes: A throw-on black dress like this is such a useful wardrobe staple. You can wear it all year round, and for autumn I plan on styling it with leather knee high boots, a trench and some polished accessories for work and drinks/dinner dates. In winter, throw a chunky knit layer over it and belt it at the waist.
So affordable, especially in the sale.
A beige trench coat is completely anti-trend and will last you forever, making it the perfect sale purchase you know you’re not going to regret.
I’ve fallen hard for these perfect boots which come in classic black too.
All our editors have these!
A does-it-all bag.
Style Notes: A good biker jacket is another wardrobe staple that never goes out of fashion. I love how slouchy this one feels and I would even size up guarantee it looks even more expensive. Balance the relaxed vibe with a pair of smart wide-leg trousers, and a crisp white trainer for a look that will take you anywhere and everywhere.
So. Cool.
This thin knit hoodie feels more polished than your average jersey style.
I’d quite like to own these in every colour.
A classic.
Finish off your relaxed look with some gold hoops to bring it all together—it’s a fashion editor go-to.
Up Next: I’m a Shopping Expert—These Amazon Prime Day Fashion Deals Will Sell Out First
