I May Be a Fashion Editor, But Comfort Comes First—10 Brands That Fit the Bill


(Image credit: @laurencrowe88)

If you know me, you know I'm a planner, and the first few weeks of the new year are weighing very heavy on my mind right now. I'm planning on spending a lot of time setting goals and working from home, and this will require quite a comfortable wardrobe. Now that I've completed all of my holiday-season shopping and am prepared for any type of party that could happen to fall onto my calendar, I'm ready to start shopping for that cozy January wardrobe.

We all know that a lot of brands serve up a selection of cozy clothing, but naturally, some are simply better than others. As I plan to revamp my wardrobe for January, these 10 brands are at the top of my list.

1. Helsa


(Image credit: @hoskelsa)

This new brand was founded by Elsa Hosk and is a minimalist's delight. Its elevated pieces are perfect for workwear or weekends. It just so happens to also be hella cozy.

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2. Totême


(Image credit: @rouguis)

Totême has taken social media by storm and has to be one of the most buzzed-about rising brands right now. If you have an Instagram account, you're already familiar with the scarf-coat that I'm currently manifesting.

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(Image credit: @andotherstories)

& Other Stories is known for a lot of things, but don't sleep on its selection of cozy clothing items. I'll be shopping for scarves and oversize sweaters here.

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4. Skims


(Image credit: @jourdansloane)

You already knew I was going to bring up Skims. If you like being comfortable, I'm sure you already own a few of the brand's pieces. Whether it's lounging in a dress or wearing a bodysuit underneath sweaters, you'll find me wearing Skims this year.

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5. Naadam


(Image credit: @jelena.nyc)

Cashmere collectors, listen up. Naadam is known for the soft fabric that everyone loves and is so worth cozying up in.

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6. Sézane


(Image credit: @sezane)

French girls know best. Sézane delivers the Parisienne look straight to you, and I'm honestly obsessed.

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7. Aritzia


(Image credit: @emmaleger)

Aritzia is my favorite place to buy wardrobe staples, and a lot of them are extra cozy. Next on my list is the sweaterdress you'll find below.

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8. Reformation


(Image credit: @_sierramayhew)

A lot of people just know Reformation for those floral dresses that made it famous, but the brand's knitwear and loungewear are always next-level too. I'm in need of the Cashmere Boyfriend Sweater.

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9. Ugg


(Image credit: @laurencrowe88)

I feel like this brand requires no further information. It's probably the only shoe brand I'll be caught wearing during winter break.

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10. Zara


(Image credit: @inchargeofoutfits)

Zara is another brand that serves up a lot of different types of clothing but has great cozy items. I recently shopped the site for loungewear and was quite impressed.

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Up Next: My Holiday Aesthetic Is Effortless, Cozy, and Chic—29 Things I'd Wear

Associate Editor

Sierra Mayhew was always destined to work in fashion, but she didn't know it at first. Growing up with no choice but to wear a rotation of school uniforms and activewear, her love for fashion really blossomed when she moved away for college and was able to finally define her very own personal style. Shortly thereafter, she interned at Elle magazine and instantly knew that editorial was for her. After graduating from the University of Notre Dame, she worked for ShopBazaar, contributing regularly to Bazaar.com, and finally made her way to Who What Wear, where she is an associate editor. When she’s not working, you can catch her always trying to catch a flight, rollerblading through New York City traffic, or exploring the latest luxury vintage boutique.