Lisa Aiken is Net-a-Porter’s retail fashion director and the woman responsible for our extensive wish lists and dented wallets. She is something of an oracle for the Who What Wear team in the UK. We trust her every recommendation (and attend her seasonal trend presentations without fail); we look to her wardrobe choices and unwaveringly cool NAP edit to make our own moves; and now, she’s a regular columnist here on the site—hurrah! For May, it’s all about the virtues of that contemporary brand price sweet spot…
Looking through my wardrobe recently, I realised the vast majority of pieces I love and wear on a daily basis are made up of my favourite contemporary brands. Of course, I still save up to buy those key designer purchases, but they’re not the items I rely on day in and day out.
Contemporary brands, on the other hand, are the bread and butter of my daily wardrobe. They’re the pieces I pick out first thing every morning, no matter what season or city I’m in. Even during fashion month, when I’m travelling I often wear more statement, fashion-forward pieces, and I actually prefer to wear contemporary brands because they’re more under the radar. I love wearing pieces that feel like hidden gems.
Essentially, contemporary brands aren’t your big-ticket buys—they’re your stealth purchases, the ones people don’t necessarily know where you got them. They’re the ones that form your everyday functional wardrobe and are the answer to a perfect shopping fix.
Now our thoughts are turning to warmer months, I asked some of our favourite contemporary designers—from Ganni, Rixo and Staud to Rejina Pyo, Wandler and Yuzefi—to create a series of capsules just in time for the summer season ahead. In addition, we’re set to stock a raft of new contemporary labels you don’t even know yet—so check back soon for additions. For now, just keep scrolling to see all of my favourite midpriced brands—and good luck stopping yourself from shopping them all.
WANDLER
This bag is neat and therefore deceptively roomy—you can get all of your essentials in here easily.
GANNI
Ganni’s dresses just keep on getting better.
Related: It's My Job to Find Amazing Shopping Picks—These 9 New Buys Are Too Good to Miss
SIMON MILLER
Following on from the popular Bonsai bag (the mini bucket with a ring handle) comes this cute idea.
BY FAR
Simple sandals you’ll fall back on every summer.
NANUSHKA
No one’s making lilac look cooler than Nanushka.
ALBUS LUMEN
This is a grown-up way to do the crop top.
STAUD
You’ll get so much wear out of a white bag—trust me.
Related: From Dresses to Bags, I've Handpicked 21 New-In Pieces Just in Time for Payday
REJINA PYO
Definitely worth investing in the matching trousers…
CARRIE FORBES
For holiday-ready sandals everyone else won’t have, turn to Carrie.
Don’t forget to see my predictions on next season’s trends.
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I Own Over 8 Staud Bags, But These 4 Are the Ones I Actually Tell People to BuyConfession time.
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I'm Picking Up All My Summer Fashion Essentials From This Coveted Scandi BrandSponsor Content Created With GANNI
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My Friends Come to Me for Shopping Advice—These Buys Are Worth ItA peek into the group text.
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I Live in Venice Beach, Where Low-Key Style Is It—These Outfits HitThe living is easy.
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I Just Came From Australia—This Is What All the Cool Girls Were WearingA dispatch from the fashion future.
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2 Weddings 2 Weeks Apart: Here's How I Tackled Wedding Guest DressingIf your presence is your present, be a well-wrapped one.
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I'm in My Partygoer Era—16 Chic Finds That Are Carrying Me Through the HolidaysShe's booked and busy.
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My Sister and I Are in Our 30s—These Are the Chic Fall Basics We Both Agree OnThe sweaters and skirts alone are worth a look.
