How I Build a Winter Capsule Inspired By The European Wardrobe (and for Under £100)

Black Friday shopping can be stressful all around, but if you approach it with caution—and a lot of consideration—it can actually be great times to invest in really classic, affordable pieces to bolster your wardrobes. And I'm not talking about impulse high street buys that you'll only wear once. If you know where to look you can find capsule pieces that will last you season after season, even if they do have an impressively low price tag.

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(Image credit: @anoukyve)

What is Black Friday?

Black Friday weekend is an annual sale shopping event that originated in the US. It marks the end of Thanksgiving and the start of the festive shopping season, resulting in the majority of well-known—and even, in recent years, smaller—brands and retailers heading into a period sale for a full four days.

When Is Black Friday 2025?

Black Friday will fall on Friday 28 November 2025, and you can expect deals across the whole weekend and into Cyber Monday, which falls on Monday 1 December 2025. Our editors will be busy compiling the best of the Black Friday savings, whether it be clothing deals or beauty tools deals for you.

Below, I've proven this theory by assembling five expensive-looking, winter-ready outfits that consist of mainly under-£100 items I've found in the Black Friday sales. Inspired by the very best dressers from Copenhagen, Paris, and Milan, you might not believe it when you see them, but with so many incredible discounts happening right now (and a little bit of my insider expertise thrown in), it was positively easy. The best thing about the pieces in these looks is that they can all be mixed and matched to create the kind of new, similarly elevated winter outfit that I've been seeing on repeat in Europe right now, as well as being layered up (or de-layered) depending on the season you're dressing for.

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(Image credit: @kimturkington_)

From designer-looking wool coats and smart tailoring to chunky knits, classic boots and jeans—keep scrolling to see and shop these five versatile outfits I've assembled for those, like me, who have expensive taste on a high street budget. Happy sale shopping!

Editor's Note: This article was last updated on Monday 9 December 2024.

Expensive-Looking Fashion Items:

1. Maxi Coat + Cosy Knit + Jeans

expensive looking fashion black friday 2024

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2. Scarf Coat + Leggings + Knee High Boots

expensive looking fashion black friday 2024

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3. Tweed Jacket + Wide Leg Trousers + Loafers

expensive looking fashion black friday 2024

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4. Puffer Coat + Leggings + Trainers

expensive looking fashion black friday 2024

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5. Blazer + Mini Skirt + Loafers

expensive looking fashion black friday 2024

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When does Black Friday 2025 end?

Black Friday sales tend to run over the weekend and end on Cyber Monday, which will fall on Monday 1 December 2025.

What is Cyber Monday?

Cyber Monday is the final day of sales of the Black Friday sales period. In 2025 it will be Monday 1 December, and is typically the last chance to snap up savings.

When is Cyber Monday?

In 2025, Cyber Monday lands on Monday 1 December, and we expect this to be the final day of sales for the Black Friday Weekend.

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.