In a world where we see hundreds of new fashion products go on sale every day, it can be hard to drill down into which pieces are genuinely worth buying. Especially when we're all trying to be more responsible with our shopping habits. That's where we Who What Wear editors try and step in—by doing the hard work for you of trawling through those new in sections with our expert eyes—whether that be from the high street or the most luxurious designer collections, secondhand finds or lesser-known labels.
We try our best to consider quality, price point, fabrications, and longevity before we filter down these products to recommend to you. However, nothing beats the reliability of a good first-hand review. That's why you'll often see us putting a lot of the most talked about items to the test. But we also take time to decipher our data to see which items are genuine best-sellers—after all, if they've been bought by hundreds and hundreds of you, there's usually a very good reason.
So, as we leave spring and summer behind and head into autumn and winter, we thought it'd be a good time to reflect upon the best-selling products of 2023 so far. We dug deep into the data and it's clear that Who What Wear readers, like us editors, love a classic wardrobe staple that you can wear season through season. The great news about this, is that a lot of 2023's best-selling buys are season-less, meaning they're still in stock.
From high street hits like COS's viral leather crossbody bag (that's been a consistent best-seller for over a year) and the perfect £7 white tank top from H&M, to wise investments like Toteme's cult scarf coat and Loewe's truly timeless Puzzle tote. Just how we like our wardrobes to be built, there's a good balance of high-low pieces here, as well as a mix of trend-forward buys and forever staples. Keep scrolling and you can see and shop the 30 best-selling fashion items of 2023—safe in the knowledge that they all come highly recommended.
Shop 2023's Best-Selling Items:
1. COS Crossbody Bag
Practical and chic, there's no wonder this has been a bestseller for over a year.
2. H&M Tank Top
I've tried more expensive versions, and I still personally swear by these tank tops. I've lost count of how many I have.
3. Arket Blazer
The best blazer on the high street, hands down.
4. COS Asymmetric Dress
COS's gathered dresses are so flattering, I'm sure this new satin version of this best-selling dress is going to fly out.
5. COS Wide-Leg Trousers
Fashion people are obsessed with COS trousers, with good reason.
6. & Other Stories Jeans
The perfect slim straight leg jean that comes in a range of different shades (and Kate Middleton's jean of choice).
7. & Other Stories Jumper
A classic that sells out and gets restocked year after year. I have it in two colours.
8. Loewe Tank Top
As luxury items go, this has to be the most wearable.
9. Anthropologie Woven Bag
Unsurprisingly, you all went crazy for Anthropologie's affordable version of Bottega Veneta's woven slouchy bag.
10. Anthropologie Earrings
More interesting than your classic gold hoops, these on-trend earrings make any outfit look polished—trust me.
11. COS Loafers
These are buttery soft, and are completely timeless.
12. Reformation Wide-Leg Trousers
Honestly, the perfect wide-leg trousers for dressing up or down. There's so many colours to choose from, and inclusive size options for petites and plus size.
13. Mango Tweed Jacket
Bouclé jackets have been back on the scene for a while. This one is a really expensive-looking high street version.
14. Frankie Shop Quilted Jacket
Still a cult buy, years later.
15. Reformation Linen Trousers
The best linen trousers, I'm sure of it.
16. New Balance 550 Trainers
A classic trainer that's impossible to find in stock (luckily these just got replenished).
17. Reformation Cashmere Cardigan
SO chic and cosy—no wonder influencers are obsessed.
18. Spanx Black Trousers
I can imagine these comfy yet smart trousers being the perfect pair for work.
19. Agolde Straight-Leg Jeans
I've never known anyone to try these jeans and not rave about them.
20. Mango Camel Coat
No one will believe this gorgeous coat isn't designer, which is probably why it's so popular.
21. Frankie Shop Cargo Trousers
Cargos are very much still trending.
22. Toteme Scarf Coat
Whatever outfit you throw this coat on with, it will instantly look cool and polished.
23. DeMellier Crossbody Bag
This is the more affordable bag brand I always recommend to my friends who are looking for a special, excellent quality classic that doesn't completely break the bank.
24. Eres Black Swimsuit
This swimsuit will last you forever.
25. Whistles Leather Jacket
This is such a beautiful piece.
26. Aeyde Ballet Flats
27. Arket Loose Jeans
28. Loewe Puzzle Bag
An investment, but a very wise one.
29. H&M Rib-Knit Dress
30. The Row Fisherman Sandals
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