29 Hidden Gems You'd Only Know About If You Scrolled for Hours


(Image credit: @bellathomas)

When Carrie Bradshaw declared that shopping is her cardio, I felt it on a visceral level. Sure, most of the shopping I do doesn't involve entering an IRL store and happens to be online, but I think the idea still applies. The rabbit hole of scrolling, the excitement at the sight of a great find, the adrenaline rush of hitting "add to cart"—it may not be traditional cardio, but I'd say it gets my heartbeat up.

As someone who shops online quite a lot (it is my job, after all), I sometimes feel like I've seen it all. When you review thousands of items a day, it takes a lot for one to really stand out. But that's just what the below 29 pieces have done. They've managed to impress me, a picky fashion editor, for one reason or another. Maybe it's a fresh take on a current trend, a stunning colorway, or an expensive-looking silhouette. Either way, the items in this edit are what I'm calling hidden gems. It would take you hours of scrolling to find them, but in my experience, it was well worth the effort. Consider this my short list of the coolest things I've seen in the past few weeks.

Up next, I made a list of the best bikinis on Amazon right now (you're welcome).


Anna is an editor on the fashion team at Who What Wear and has been at the company for over five years, having begun her career in the Los Angeles office before relocating to New York, where she's currently based. Having always been passionate about pursuing a career in fashion, she built up her experience interning at the likes of Michael Kors, A.L.C., and College Fashionista before joining the team as a post-graduate. Anna has penned a number of interviews with Who What Wear's cover stars, including A-listers Megan Fox, Issa Rae, and Emma Chamberlain. She's earned a reputation for scouting new and emerging brands from across the globe and championing them to our audience of millions. While fashion is her main wheelhouse, Anna led the launch of WWW Travels, a new lifestyle vertical that highlights all things travel through a fashion-person lens. She is passionate about shopping vintage, whether it be at a favorite local outpost or an on-the-road discovery, and has amassed a wardrobe full of unique finds. When she's not writing, you can find her shooting street imagery on her film camera, attempting to learn a fourth or fifth language, or planning her next trip across the globe.