The Matches Sale Is Incredible—25 Cult Buys From The Row, Frankie Shop and More

There are so many sales out there right now it can be hard not to get overwhelmed and to know which ones are really worth your time. Personally, rather than browse randomly and end up panic-buying stuff I don’t need (and missing the best bits), I try to go in with a calm, considered approach. This mainly involves focusing in on a couple of key sales from my favourite shopping destinations and approaching them with thought-out lists. Said lists will include items I buy regularly (like these incredible beauty bargains), classic items that are currently on my wish list and cult buys that I’ve been searching for for a while.

This year, after researching a lot of sales so that I could report back on the best Black Friday clothing deals to you, I can confirm that one you won’t want to miss is MATCHESFASHION.COM’s Black Friday designer sale. The site currently has a Cyber Week Friends & Family shopping event with 30% off using the code 30MF at checkout, and there are so many of the most desirable brands included, from The Row and Ganni to Taller Marmo and The Frankie Shop. The best part is that it's running until Monday, 5 December, meaning no stressful panic-buying necessary. So whether it's a party dress you're after or a perfect pair of jeans, you're in luck.

As with all sale shopping, it pays to opt for classics or for pieces you truly love so will be delighted to wear again and again, especially if you’re investing more in a designer sale. To help guide you, I’ve made an edit below of the cult pieces that I, as an editor, think make the best deals you’re unlikely to regret later. Keep scrolling to see and shop.

The Frankie Shop



The Row

Shop More Cult Buys

Up Next: 21 Cyber Monday Deals That Are Actually Worth Shopping

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.