Editors and Influencers All Agree—This Is the Place to Buy Knitwear

If you've seen an influencer or fashion girl on your Instagram feed wearing cute knitwear recently, there’s a high chance it’s from American Vintage. The thing is, you might not have even noticed, because this understated brand isn’t about loud & shouty designs. There’s hardly any instantly recognisable prints or unique details— but that’s exactly what makes it so covetable. Instead it’s one of those ‘if you know, you know’ quiet luxury brands that produces classic investment pieces that stay in your wardrobe forever. 

Despite its name, American Vintage is actually a French brand— which may explain why it does capsule staples so well. The wider collection includes everything from wool coats to simple dresses and perfect T-shirts, but it’s the knits and loungewear that fashion people have cottoned onto recently. The cardigans in particular are excellent— coming in a range of colours and fits including the popular ‘Zabidoo’ style that works perfectly tucked into jeans. The good news? A lot of the classics are in the sales right now so there couldn’t be a better time to start (or add to) your American Vintage collection. We’ve got our eyes on the springy shades that will work through winter and into the new season. 

So, if you’ve been looking for an excuse to upgrade your knitwear collection, keep scrolling to see how some of our favourite fashion girls are wearing American Vintage styles and then shop our edit of the best pieces now…

Fashion Girls Wearing American Vintage:


(Image credit: @_jessicaskye)


(Image credit: @lucywilliams02)


(Image credit: @_jessicaskye)


(Image credit: @speddingemma)


(Image credit: @lucywilliams02)


(Image credit: @_jessicaskye)

Shop American Vintage Knitwear:

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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.