Don't Ask Me How I Know, But These Ref, Nordstrom, and H&M Items *Will* Sell Out
You can laugh all you want, but I swear I'm part psychic about sellout items. I only need to see one for a second to know that it won't last on the shelf—physical or virtual—for long. It's fun to chalk it up to natural ability, but really, this skill has everything to do with my job as a fashion editor who's looked at products and analyzed shopping data 260 days a year for almost seven years. That's well over the 10,000 hours it takes to become an expert in something, and sellouts are my specialty.
Now that you know my credentials, you should feel good about believing me when I tell you that the items I just hand-selected from H&M, Nordstrom, and Reformation's new arrivals pages—analyzing their viral potential, fit, quality, and lasting appeal—are guaranteed to sell out, some faster than others. So basically, if you fall for any one of them, you don't have time to dilly dally or play the "Should I?" game. This is a time for action. I'd know, after all, I am the expert in the room.
The 50 items below are waiting for you to start scrolling. Lock in.
H&M
This is basically two jackets in one. If you belt it, it creates a completely different look.
Wear this red tee on its own with jeans or white trousers, or go all out with a monochrome red outfit.
If you're going the latter route, snag this skirt to wear with the above tee.
If you want to look expensive, this skirt better be on its way into your cart.
Boho is trending, and H&M has some of the best pieces to get the look.
I really don't think I need to do any convincing when it comes to this dress. It speaks for itself.
There's no such thing as too many trench coats in the fall. Am I right?
This is a great dress to wear for a gallery date or night at the ballet.
Nordstrom
I'm so smitten with this off-the-shoulder top. I think it's the color.
Every brand that's selling capris right now is selling out of them so fast.
My co-worker Kristen has a pair of these and raves about them.
This is the only bag you need for fall. It's chic enough to be worn more formally but holds enough to work for the office or a day of errands.
I've maybe never wanted a top-and-skirt set more.
Shop the matching Tailored Sheer Organic Cotton Lace Skirt ($1020).
Cashmere season is coming, and when it arrives, you're going to regret having not bought this sweater yet.
Levi's has been making sellout jeans for over a century.
The tiny version of Longchamp's Le Pliage makes for the chicest mini bag.
Compliments are guaranteed if you buy and wear this strapless A-line dress.
An elevated version of the traditional T-shirt dresses that you, me, and Sofia Richie Grainge love.
Reformation
When this off-the-shoulder knit dress arrived in cream at first, it sold out so fast, I had to preorder it months ahead. Now that it comes in this even better olive colorway, it'll go even quicker.
Is it just me, or does this top belong in a 2000s rom-com starring Cameron Diaz?
There are so many beautiful details on this LBD when you look up close or see it in person.
Pair the above dresses with this sleek, croc clutch. The silver hardware will pair perfectly with a matching oversize cuff bracelet or tiny cocktail watch.
I simply adore any white top alternative for T-shirts and button-downs. They're great, of course, but I like to switch it up sometimes.
I would style this dress with relaxed trousers or jeans and a sweater in the fall so that only the lace skirt peeks out à la The Row's latest lookbook…
…but if that's not your vibe, you could always just toss it on with these moto boots, a contender for fall's top boot trend.
This bag is already a viral sensation given its position as one of the best Margaux alts on the market.
Jennifer Lawrence can't stop wearing silky bottoms just like these.
Eliza Huber is a New York-based senior fashion editor who specializes in trend reporting, brand discovery, and the intersection of sports and fashion. She joined Who What Wear in 2021 after almost four years on the fashion team at Refinery29, the job she took after graduating with a marketing degree from the University of Iowa. She has since launched two monthly columns, Let's Get a Room and Ways to Wear; profiled the likes of Dakota Fanning, Diane Kruger, Katie Holmes, Gracie Abrams, and Sabrina Carpenter for WWW's monthly cover features; and reported on everything from the relationship between Formula One and fashion to the top trends from fashion month, season after season. Eliza lives on the Upper West Side and spends her free time researching F1 fashion imagery for her side Instagram accounts @thepinnacleoffashion and @f1paddockfits, running in Central Park, and scouring The RealReal for discounted Prada.
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