My Style Is Chic, Timeless and Understated—27 Luxury Winter Buys That Hit the Mark

Collage of woman wearing camel coat, loafers, burgundy handbag, woman in sweat, woman in coat
(Image credit: @dawn.tan @sasha.mei @astyleedit @iliridakrasniqi @thecarolinelin)
Florrie Alexander's avatar
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I think I speak for everyone when I say I can’t believe how quickly this year is going. It seems like only a minute ago we were wafting around in easy cotton dresses as the high summer temperatures closed in. Suddenly, winter has blown in on an icy breeze with just a scattering of sunshine to break through the soft grey skies. It can be easy to get caught up in looking back to the ease of warmer days, but I think there’s joy to be found in these cooler months, especially when getting dressed.

Woman wears beige coat, beige sweater, miu miu shoes

(Image credit: @thecarolinelin)

The move from autumn to winter is much more subtle than the previous new season shift, but with the low temperatures about to arrive our wardrobe should be ready for all that the British weather has in store. Seeing us through the next few months, our wardrobes are working harder than ever to remain stylish whilst still being warm enough to face the drop in temperatures, and I've been working to take some of the pressure off.

As ever, the high street has offered up affordable takes on the very best styles, but with longevity in mind, I'm taking a more considered approach and investing in pieces that will not only serve me through this winter but become longstanding cold-weather heroes I rely upon throughout 2025 and even for years more to come.

Woman wears blazer, jeans, black gloves and burgundy birkin bag

(Image credit: @iliridakrasniqi)

As an editor, I come across a huge amount of designer buys, but as a more discerning shopper, only a few are destined to get my seal of approval. Of course, I can appreciate the appeal of a statement shoe or an of-the-moment coat, but the pieces that are truly worth investing in this season all have three things in common—an enduring design, quality composition and ease of wear.

Woman wears camel coat, black knit, black trousers, black gloves

(Image credit: @dawn.tan)

One benefit of investing in designer pieces is that the designs are the most considered, and therefore have longevity at the forefront. Some brands have iconic pieces that have proved their timeless nature over decades, like the Max Mara Madame coat. Others are newer to the scene, like Gucci’s Blondie bag, but with high-quality fabrics and eternally chic designs are destined to become icons in the making.

With the cooler days comes the reintroduction of some of the most luxurious fabrics around from soft-to-touch cashmere to smooth leathers, making quality composition worth spending a little more on. When making a large purchase it's important to stay true to your own aesthetic to ensure not only that you feel your best in the piece, but it can blend seamlessly with the rest of your wardrobe.

Keep scrolling to explore the best luxury winter buys, as curated by me, an editor.

Shop the Best Luxury Winter Buys:

Florrie Alexander
Florrie Alexander
Shopping Editor

Florrie embarked on her fashion journey whilst studying in Aix-en-Provence, she began to write her dissertation on the history of fashion and landed her first role at Harper’s Bazaar. Following this, she interned for various publications including Elle, Grazia and Marie Claire before joining the fashion team at Conde Nast Traveller. There, she contributed to international photoshoots, styled pages and covers, and produced engaging digital content. Over eight years of fashion industry experience, Florrie has honed her skills from styling e-commerce photoshoots to personal shopping. Florrie first joined Who What Wear UK as a freelancer before becoming the Commerce Writer. Now, as the Shopping Editor, she monitors current trends, new-in styles, wardrobe heroes and how best to style them.

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