Taking my role as Who What Wear's fashion editor as seriously as I do, a big part of my job is ultimately about making sure you enjoy shopping as much as I do. How? Well, I'm a big believer in the idea that shopping doesn't have to be stressful, and to ensure that it is every bit fun as it is functional, I spend the majority of my time trawling through new-in sections just so you don't have to. That way, you get to save on scrolling time and easily identify the pieces that your wardrobe needs the most, all in one handy little edit. Sound good?
In one of my weekly scrolling sessions, I was drawn to three stores in particular that kept and held my attention. Whether you're looking for seasonal updates, exciting new finds, or long-term investment pieces, Massimo Dutti, Reformation and COS are looking so good that I can't help but share. Already, the new year drops are shaping up to be incredibly chic and believe me when I say, many of these pieces are so good that won't hang around for long.
So, if you're still looking for some relaxed-but-chic buys to see you into autumn, or some smart, fresh new additions to update your 2024 wardrobe, keep scrolling to see some unmissable finds from COS, Reformation and Massimo Dutti that look so elevated, they could easily pass for designer buys. You're very welcome.
THE BEST NEW-IN PIECES FROM COS
I'll never not love a hot red dress.
Polo shirts are really having a moment, and this scoop-neck iteration is so elegant.
A great pair of jeans with a premium finish.
A mini skirt like this has been on my wish list for a very long time, and its perfect for the current spells of sun.
A strong contender for the best trench on the high street thus far.
Oversized clutches feel really fresh right now.
Designer-esque at a fraction of the price.
You can't tell me that ballet flats aren't chic.
Buy now and save for autumn. It'll be well worth the wait.
I love the idea of this with blue jeans and loafers.
THE BEST NEW-IN PIECES FROM REFORMATION:
The perfect throw-on-and-go summer dress?
I told you hot reds are still very much on the agenda.
These are such a good wear-with-everything trousers.
You'll be glad you own this when a heatwave hits.
Easily my favourite piece from the Laura Harrier edit for Reformation.
I. Can't. Stop. Wearing. Capris.
Pedal pushers look even better with a cool mule.
Wear with flats during the day, and a strappy heel in the evening.
I love everything about this perfect styling.
How to make rompers cool again.
THE BEST NEW-IN PIECES FROM MASSIMO DUTTI:
Dark denim is going to be my go-to in 2024. It just feels so elevated.
This is what I mean when I say "jeans and a nice top".
Be still my beating heart.
Could this be the chic new way to do a cardigan?
These could so easily be from an uber-designer like The Row.
Luxe suede will always have a timeless cool to it.
Adding this fluid, on-trend wool skirt to my basket ASAP.
Well worth signing up to the waitlist for.
Put your best foot forward.
Something about cream tailoring always just looks so expensive.
Up Next, The 9 Most Expensive-Looking Pieces on the High Street This Week.
This story was originally published at an earlier date and has since been updated.
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