Although the big-name high-street brands like Zara and H&M still have a place in our wardrobes, there's something exciting about coming across a lesser-known label. Of course, there's nothing wrong with buying into the latest trending item. However, as all true fashion lovers will know, it can be easy to become disillusioned by the identikit ensembles that can come from sticking to the well-trodden path.
My solution? Take some time every few months to dig around online and discover some new brands. This will ensure that your wardrobe is kept fresh, diverse and individual, and it helps you avoid any awkward outfit-clash moments. To save you time, I've scoured the internet and interrogated the Who What Wear team to find our top under-the-radar affordable brands and their best new-in pieces. Prepare to smugly name-drop these labels next time you WhatsApp your fashion-loving friends.
1. Nobody's Child
Having caught the attention of editors, influencers and celebrities alike, Nobody's Child is an affordable brand you definitely want on your radar if it isn't there already. Specialising in throw-on, easy-to-style dresses and timeless wardrobe staples, this brand is also sustainably minded in its sourcing and design.
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The brand does such good tailored basics.
Just add sandals, or boots when the temperatures drop.
I can always justify a white dress.
I love their vintage-inspired pieces.
2. Aligne
Aligne is a sustainably minded fashion brand that makes its designs out of quality fabrics with low environmental impact. The brand's aesthetic is clean-lined and packed full of versatile staples such as shirt dresses, jeans and blazers.
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Turn it inside out for a check surprise.
Don't miss the brand's denim pieces.
My autumn must-have.
I'm obsessed.
3. NA-KD
For on-trend, small-scale design that won't cost you an arm and a leg, head over to NA-KD. This lesser-known fashion brand delivers a chic edit of wardrobe staples that you'll wear for many seasons to come. Minimalists, this one's for you.
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So on trend.
Yes to this whole look.
My new going-out top.
The ultimate date-night dress.
4. Never Fully Dressed
Acting as an antidote to the prevailing minimalist aesthetic, Never Fully Dressed is all about the print. The brand's feel-good pieces focus primarily on floral motifs, bold colours and flowy dresses—perfect for dressing up or down and layering up throughout the year.
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So gorgeous.
I love Never Fully Dressed's playful tees—and the fact they go up to a size XXXL.
Red is going to be everywhere this season.
The perfect shirt.
5. Albaray
Albaray was born during the pandemic in 2020, and founded by three women with over 25 years experience in the fashion industry. It's a sustainable womenswear brand created with a desire to move forward with a more thoughtful, environmentally conscious approach, and the collections full of versatile styles designed for every day life (and to last way beyond the cycle of a season) certainly reflect that.
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I can imagine this denim jacket becoming my most worn wardrobe item.
We also love this short-sleeved knit.
Brown is my go-to colour for all occasions.
Such a cool layering piece.
6. Pretty Lavish
Founded by two sisters in a bid to make luxury clothing affordable. They're known for sophisticated dresses and luxe knits—it's definitely a brand to know if you're in need of an outfit for a special occasion.
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Such a chic option for date night when paired with a blazer and simple heels.
Make a statement in this flowing dress.
So chic.
Layer under a crisp white Oxford shirt on cooler days.
7. Damson Madder
If you're hunting for directional wardrobe heroes, look no further than Damson Madder, the brand that aims to use eco-friendlier materials, including 100% recycled polyester, natural dyes and cotton from organic farms. I'll be wearing the brand's cotton maxi with chunky boots all season long.
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Just add jeans.
The bow detail is so cute.
Such a cool take on a classic.
Don't miss the ruffle details.
8. Kitri
Set apart by its tightly edited collection of premium-feeling, affordable pieces, Kitri is a Who What Wear fave. It only stocks limited quantities of each style, so you can guarantee that you won't see the same item on every other person on social media.
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Kitri prints are just so good.
So fun.
I'd get the matching top, too.
Kitri are really nailing the matching sets this season.
9. WAT The Brand
The brainchild of perennially chic influencers Philippa Ross and Sarah Tankel-Ellis, this young brand is already selling out its exclusive drops of those perfect wardrobe staples you've been searching for forever. From the perfect trousers, to the jacket of dreams, your capsule wardrobe will thank you for shopping here.
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Wear every day.
This dress is so easy to throw on.
The perfect trousers.
The kind of easy piece you'll be so happy to have on hand.
10. House of Sunny
Describing its wares as "supersized basics with a clean, flawless aesthetic and silhouettes cut precisely for everyday success," House of Sunny has become cool girls' go-to affordable fashion brand. The brand offers up plenty of new-season trends, including artistic silhouettes and psychedelic prints.
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I'm obsessed.
Such a cool jacket, and it goes up to a 3XL.
Slouchy bags are very in right now.
House of Sunny is famous for their playful knits.
11. 4th & Reckless
If you're looking for expensive-looking minimalist pieces with a cool Scandi twist to add to your wardrobe, then check out 4th & Reckless. Expect chic co-ords and elevated basics to base your wardrobe around.
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Don't sleep on their tailored pieces.
Knitted dresses are a transitional season essential.
You can dress this up and down.
So elegant.
This post was originally published at an earlier time and has since been updated.
