This New High-Street Drop Makes Our Whole Wardrobe Feel More Premium

In the last few years, and this one in particular, it has become more than apparent that what we want from our wardrobes has changed slightly. Most would argue for the better in that we seem to be moving away from fleeting trends and toward pieces that carry longevity—purchases we can enjoy wearing time and again.

With ultra-luxe designers like Bottega Veneta and The Row unable to keep camel coats and crisp white shirts in stock, it’s clear the demand is there for quality investment pieces that elevate our wardrobes. For the average person, however, finding that sweet spot of quality, design and affordable price tag can long be searched for. Although those tickboxes are often associated with the luxury market, it is possible to find premium, long-lasting pieces on the high street—you just have to know where to look.

That’s where we come in. One of our favourite places to find such things is French Connection. Its new winter collection is full of sleek staples that look way beyond their high street price tags. There’s standout knitwear, including chic-but-cosy knitted dresses; outerwear that’s topping all of our new season wish lists; and luxe leather (as well as faux) pieces to rival the greats.

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Lolita Mas wears French Connection A/W 20
(Image credit: @lolitamas )

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(Image credit: @lolitamas )

Anyone can do basics, but French Connection goes one step further, adding those trend-led details that make the simplest of pieces stand out from the crowd: the dark-chocolate trench in luxe croc PU leather, the collared knits, and an oversize lapel on a wool coat, for example. All of which you’re no doubt about to see flooding your Instagram feeds as they've already been picked up by owners of some of the most-sought-after wardrobe out there. Plus, they’ve indulged our 2020 needs, creating a luxe leisurewear edit we can actually wear to the shops as well as on our sofas.

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Aïda wears French Connection A/W 20
(Image credit: @basicstouch)

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(Image credit: @basicstouch)

Although often underestimated, French Connection is well and truly on the fashion insider’s radar for this autumn/winter. Keep scrolling to shop our edit of the best pieces from the brand’s extensive new drop (we hope you have as much fun scrolling the new-in section as we just did) as well as the leisurewear we plan on wearing all winter.

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Emily Dawes
Affiliate Editor

Emily Dawes is the very definition of a fashion multi hyphenate. An editor, stylist and writer with over eleven years’ worth of experience in the industry, Emily is known for her impeccable taste, elegant outfit choices and being able to spot the next big thing in fashion from a mile off. Our readers loyally trust her advice and shopping suggestions; so much so she began her own column documenting the most expensive-looking pieces on the high street, which has become a top-performing piece of content for the Who What Wear brand.

Emily has worked for Who What Wear UK since 2020 in a myriad as roles, spanning from contributing editor and branded content editor. Now, she holds the position of affiliate editor and is responsible for the brand’s overall affiliate strategy, ideation and content execution. Working closely with Who What Wear UK’s affiliate manager, Emily has been instrumental in securing and nourishing brand partnerships, surpassing her goals as standard. Leading the team in tentpole shopping moments including Black Friday and Peak Trading, with Emily’s guidance and leadership, team Who What Wear is in a stronger affiliate position than ever before.

Prior to joining the Who What Wear team, Emily served as YOU Magazine’s acting fashion editor where she managed the fashion team and oversaw all fashion content output for the fast-paced weekly title. Emily is a stylist in her own right, having worked with a slew of VIP clients including writer and television personality, Elizabeth Day, as well as styling and art directing several celebrity cover shoots for glossy print publication, Grazia. Her adept fashion knowledge means brands regularly sought out to work with her as a consultant: previously she has developed marketing and content plans for brands for Cocoon and Edge of Ember. Before entering the industry, Emily obtained a Bachelor of Arts in English and American Studies with International Study from Nottingham University. Fun fact: Emily spent a year studying in America which saw her join a sorority during her time there.

When she’s not working or tracking down the chicest, new-in items to share with our audience, you’ll find Emily bestowing her East London home with her stylish flair, reading everything from the classics to cowboy romance novels and escaping to the country with husband, baby boy and dog, Roo, whenever she can.

Emily is currently on maternity leave.