Although the big-name high-street brands like Zara and H&M still have a place in our wardrobes, there’s something exciting about coming across a lesser-known label. Of course, there’s nothing wrong with buying into the latest trending item. However, as all true fashion lovers will know, it can be easy to become disillusioned by the identikit ensembles that can come from sticking to the well-trodden path.
My solution? Take some time every few months to dig around online and discover some new brands. This will ensure that your wardrobe is kept fresh, diverse and individual, and it helps you avoid any awkward outfit-clash moments. To save you time, I’ve scoured the internet and interrogated the Who What Wear team to find our top under-the-radar affordable brands and their best new-in pieces. Prepare to smugly name-drop these labels next time you WhatsApp your fashion-loving friends.
Having caught the attention of editors, influencers and celebrities alike, Nobody’s Child is an affordable brand you definitely want on your radar if it isn’t there already. Specialising in throw-on, easy-to-style dresses and timeless wardrobe staples, this brand is also sustainably minded in its sourcing and design.
I can always justify a versatile jumpsuit.
Nobody’s Child is known for its dresses, but the brand do such good tailored basics too.
This would work for weekends, work and even weddings.
A knitted dress is such a great autumn staple.
Aligne is a sustainably minded fashion brand that makes its designs out of quality fabrics with low environmental impact. The brand’s aesthetic is clean-lined and packed full of versatile staples such as shirt dresses, jeans and blazers.
This easy dress has been a best-selling style for the brand for a number of seasons now—and we can see why.
Don’t miss the brand’s modern tailoring.
One of the best denim skirts on the market, hands down.
How cute is this for autumn?
For on-trend, small-scale design that won’t cost you an arm and a leg, head over to NA-KD. This lesser-known fashion brand delivers a chic edit of wardrobe staples that you’ll wear for many seasons to come. Minimalists, this one’s for you.
A short trench coat is the perfect transitional piece.
Such a simple but show-stopping silhouette.
The ultimate pair of trousers.
Acting as an antidote to the prevailing minimalist aesthetic, Never Fully Dressed is all about the print. The brand’s feel-good pieces focus primarily on floral motifs, bold colours and flowy dresses—perfect for dressing up or down and layering up throughout the year. This season, it also has some great vegan leather pieces and outerwear, too.
Never Fully Dressed also offer inclusive size ranges up to a size 248.
So pretty!
I just know this will look great with black or blue jeans and trainers.
The brand specialises in printed pieces, but they also have elegant LBDs like this.
Albaray was born during the pandemic in 2020, and founded by three women with over 25 years experience in the fashion industry. It’s a sustainable womenswear brand created with a desire to move forward with a more thoughtful, environmentally conscious approach, and the collections full of versatile styles designed for every day life (and to last way beyond the cycle of a season) certainly reflect that.
I can imagine this everyday cardi becoming my most worn wardrobe item.
Everyone needs a great cream knit like this.
Classic but still modern.
The perfect T-shirt.
Founded by two sisters in a bid to make luxury clothing affordable. They’re known for sophisticated dresses and luxe knits—it’s definitely a brand to know if you’re in need of an outfit for a special occasion.
Such a chic option for date night when paired with a blazer and simple heels.
I’m bookmarking this for party season.
The cut of this dress is gorgeous.
If you’re hunting for directional wardrobe heroes, look no further than Damson Madder, the brand that aims to use eco-friendlier materials, including 100% recycled polyester, natural dyes and cotton from organic farms. I’ll be wearing the brand’s cotton maxi with chunky boots all season long.
Simple but such a great LBD.
Such pretty details.
The perfect layering piece.
Set apart by its tightly edited collection of premium-feeling, affordable pieces, Kitri is a Who What Wear fave. It only stocks limited quantities of each style, so you can guarantee that you won’t see the same item on every other person on social media.
I’m obsessed with this dress. Obsessed. Add a blazer and boots to make it work for the colder weather.
I have a thing for colourful blazers.
The colour of the new season.
The brainchild of perennially chic influencers Philippa Ross and Sarah Tankel-Ellis, this young brand is already selling out its exclusive drops of those perfect wardrobe staples you’ve been searching for forever. From the perfect black trousers, to the striped breton top of dreams, your capsule wardrobe will thank you for shopping here.
Told you they were perfect.
This top is so easy to throw on.
A great tank top will be your go-to all year round.
Describing its wares as “supersized basics with a clean, flawless aesthetic and silhouettes cut precisely for everyday success,” House of Sunny has become cool girls’ go-to affordable fashion brand. The brand offers up plenty of new-season trends, including artistic silhouettes and psychedelic prints.
The printed knit is a House of Sunny signature.
Hands down, a great jacket.
They know how to do a fabulous dress.
If you’re looking for expensive-looking minimalist pieces with a cool Scandi twist to add to your wardrobe, then check out 4th & Reckless. It’s now available on ASOS, and you can expect chic co-ords and elevated basics to base your wardrobe around.
Such a classic autumn piece.
Bombers are going nowhere.
You can dress this up and down.
This post was originally published at an earlier time and has since been updated.
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