It's Official: These Are the 30 Most-Wanted Fashion Items of 2023 So Far

In a world where we see hundreds of new fashion products go on sale every day, it can be hard to drill down into which pieces are genuinely worth buying. Especially when we're all trying to be more responsible with our shopping habits. That's where we Who What Wear editors try and step in—by doing the hard work for you of trawling through those new in sections with our expert eyes—whether that be from the high street or the most luxurious designer collections, secondhand finds or lesser-known labels.
We try our best to consider quality, price point, fabrications, and longevity before we filter down these products to recommend to you. However, nothing beats the reliability of a good first-hand review. That's why you'll often see us putting a lot of the most talked about items to the test. But we also take time to decipher our data to see which items are genuine best-sellers—after all, if they've been bought by hundreds and hundreds of you, there's usually a very good reason.
So, as we leave spring and summer behind and head into autumn and winter, we thought it'd be a good time to reflect upon the best-selling products of 2023 so far. We dug deep into the data and it's clear that Who What Wear readers, like us editors, love a classic wardrobe staple that you can wear season through season. The great news about this, is that a lot of 2023's best-selling buys are season-less, meaning they're still in stock.
From high street hits like COS's viral leather crossbody bag (that's been a consistent best-seller for over a year) and the perfect £7 white tank top from H&M, to wise investments like Toteme's cult scarf coat and Loewe's truly timeless Puzzle tote. Just how we like our wardrobes to be built, there's a good balance of high-low pieces here, as well as a mix of trend-forward buys and forever staples. Keep scrolling and you can see and shop the 30 best-selling fashion items of 2023—safe in the knowledge that they all come highly recommended.
Shop 2023's Best-Selling Items:
1. COS Crossbody Bag
2. H&M Tank Top
3. Arket Blazer
4. COS Asymmetric Dress
5. COS Wide-Leg Trousers
6. & Other Stories Jeans
7. & Other Stories Jumper
8. Loewe Tank Top
9. Anthropologie Woven Bag
10. Anthropologie Earrings
11. COS Loafers
12. Reformation Wide-Leg Trousers
13. Mango Tweed Jacket
14. Frankie Shop Quilted Jacket
15. Reformation Linen Trousers
The best linen trousers, I'm sure of it.
16. New Balance 550 Trainers
17. Reformation Cashmere Cardigan
SO chic and cosy—no wonder influencers are obsessed.
18. Spanx Black Trousers
19. Agolde Straight-Leg Jeans
20. Mango Camel Coat
21. Frankie Shop Cargo Trousers
22. Toteme Scarf Coat
23. DeMellier Crossbody Bag
24. Eres Black Swimsuit
25. Whistles Leather Jacket
26. Aeyde Ballet Flats
27. Arket Loose Jeans
28. Loewe Puzzle Bag
29. H&M Rib-Knit Dress
30. The Row Fisherman Sandals
Up Next: Autumn Is Coming—12 Simple Items You Won't Want to Be Without

Emily Dawes is an editor, stylist and writer with over 12 years in the industry. Known for impeccable taste, our readers trust her advice, especially in her column, expensive-looking high street buys. Working for Who What Wear UK since 2020, Emily has been a contributing editor, branded content editor and affiliate editor. Now, as senior shopping editor, she leads the e-commerce content strategy. After obtaining a BA in English and American Studies from Nottingham University, Emily landed at The Mail on Sunday’s YOU. As the magazine’s fashion editor, she travelled the globe to style and direct fashion editorials and celebrity cover shoots. As a freelancer, she has styled Grazia cover shoots, developed brand marketing and content plans and worked with VIP clients including Elizabeth Day.
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