I Can't Believe How Expensive These Under-£100 Summer Buys Look

I’m a true believer that you don’t have to spend hundreds of pounds on your summer wardrobe pieces for them to look chic and expensive. As a fashion editor and resident Who What Wear UK shopping expert (with rather expensive taste that doesn’t always match my budget), I’ve made it my mission to search out the most polished pieces that still have an affordable price tag, which, in this case, I’m defining as under £100. It started as a way to satisfy my own wardrobe cravings, but it turns out you all love an expensive-looking bargain as much as I do, which isn’t surprising, really. It’s just so satisfying when you fall for an item and realise it’s not completely out of your price range, isn’t it?

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(Image credit: @emmanuellek_)

As we’re heading into warmer days and those balmy evenings, it’s finally time to start considering our summer wardrobes with some actuality. So while scrolling through all the new-in sections of my favourite affordable brands recently, I’ve started to pull together an edit of the best items that come in under £100 (i.e., my summer wish list). Whether you’re jetting off on holiday, maybe for the first time in a few years, or looking forward to a great British summer full of Pimm’s and park dates, there’s something here for every occasion. And just because they’re not over £100 doesn’t mean they’re any less classic. I’ve thought long and hard about which pieces are truly worth your money, as well as those which make your money work hardest, particularly those transformative items that instantly elevate all your summer ’fits along with summer capsule pieces you’ll pull out year after year. 

Interested? Keep scrolling to see and shop these editor-approved under-£100 shopping picks.

Shop Under-£100 Summer Buys

Up Next: The 9 Most Expensive-Looking Pieces on the High Street This Week

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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.