9 Timeless and Elegant High Street Buys From Zara, COS and H&M

Woman wears burgundy knit top, woman wears cropped trench jacket, woman wears checked shirt and tailored trousers

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Shop the 9 Best Zara, COS and H&M New-In Buys
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Finally, February is upon us. For some, it's a chance to check in with our New Year's Resolutions. For my best friend, she went into 2026 with the intention of shopping more thoughtfully this year. If you're as interested in fashion as we are, one of your goals for the year may be based around your wardrobe, whether that's leaning into your personal style, finally collating your capsule wardrobe, or being smarter with your money. For my best friend, it's the latter, and with a shopping editor to hand, she set me a task of hunting down expensive-looking high street buys that will instantly bring the polish she's searching for, without breaking the bank. Truthfully, it's been a lot of fun.

Woman wears high neck blazer and black tailored trousers — *Zara High Neck Button Blazer ZW Collection (£90)*

My daily routine is focused on sourcing the best buys. A few hours are spent hunting down elevated, affordable buys, then researching the most notable luxury investments of the season, and finally tracking the rise of fresh yet enduring trends. With it comes a pretty concrete understanding of where to look for sophisticated buys that don't require months of saving, and now I'm putting all my expertise to the test to curate an edit of budget-friendly buys that could trick any onlooker into thinking they're designer investments.

Shopping budgets can look different for everyone, and for my friend, she's focused on a few smart additions that come in at under £100. Naturally, I headed straight to Zara, H&M and COS, trusting their reliability in creating elevated buys with an affordable edge. This trio of high street heroes knows how effective subtle details can be, whether it's a bold collar or interesting button motif; the understated effects can be striking. After a few hours of searching, I put together a selection of budget-friendly shopping ideas for her to peruse, covering trusted tailoring, easy outerwear, and a few accent accessories that make reliable outfits feel fresh. Whilst I tried to whittle down my selection to 9 standout buys, you'll also find a few extras that I simply had to share. Now, scroll on for an instant infusion of elegance.

Shop the 9 Best Zara, COS and H&M New-In Buys

ZARA

Oversize High Neck Bomber Jacket

The bomber jacket has been updated for 2026. Now, look for striking high-neck collars and bold patch pockets.

COS

Reprise Straight-Leg Jeans

If you're on the hunt for great jeans, editors and fashion people are adding the Reprise jeans to basket.

H&M

Slouchy Shoulder Bag

I did a double take when I first saw this handbag.

H&M

Silk-Blend Polo Shirt

This sleek piece comes from H&M's latest Studio Collection edit. Note the silk-blend material, bringing a luxe touch to affordable dressing.

ZARA

Zw Collection Wide-Leg Trousers

I've tried these on and can confirm they're even better in person.

ZARA

Double-Breasted Knit Cardigan

Your trusted cardigan just got a fresh new update.

ZARA

High Neck Buttoned Blazer Zw Collection

Zara's high neck buttoned blazers keep selling out, and for good reason. Snap this up before it sells out.

COS

Waisted Milano-Knit Cardigan

The shade! The fit! The buttons! The fined details of this knit are exquisite.

H&M

Crease-Leg Jeans

This whole look is worth replicating.

H&M

Block-Heeled Ankle Boots

These boots have all my attention. Pair with denim, tailoring, slowing skirts and more.

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ZARA

Zw Collection Faux Leather Jacket

The crinkled texture adds to the elevated look of this jacket.

H&M

Wide Tailored Trousers

Look to rich shades, like burgundy, to bring an elevated finish.

ZARA

Embossed Leather Loafers

Stylish women are swapping out trainers for polished loafers, and this pair has already made its way into my wardrobe.

COS

Tailored Pima Cotton Shirt

A classic shirt is undeniably versatile, and even more refined in a deep brown shade.

H&M

Trench Coat

The classics can be seriously effective.

ZARA

Supima® High Neck T-Shirt

Brighten up your neutral looks with a touch of sunny lemon.

ZARA

Straight-Leg Trousers With Seam Detail

Zara seamlessly brings together smart-casual trousers for office and off-duty looks.

H&M

Oversized Belted Blazer

Bring a sophisticated finish to any outfit by layering in this belted blazer.

COS

Chunky Funnel-Neck Wool Jumper

COS is known for its elevated knitwear. Made from 100% wool.

COS

Milano Straight-Leg Trousers

The cut of these trousers is just so good. Add to your forever collection.

COS

Twisted Ribbon Stud Earrings

Layer in sleek jewellery for instant impact.

ZARA

Extra-Fine Knit Cardigan

This comes in black and cream, but this bold red shade is sure to rejuvenate reliable looks.

ZARA

Zw Collection Pleated Wide-Leg Trousers

Sharp pleats, a wide-leg silhouette and a timeless shade.

COS

Reversible Leather Belt

Refined accessories can make even the simplest jeans and T-shirt effortlessly elevated.

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Florrie embarked on her fashion journey whilst studying in Aix-en-Provence, she began to write her dissertation on the history of fashion and landed her first role at Harper’s Bazaar. Following this, she interned for various publications including Elle, Grazia and Marie Claire before joining the fashion team at Conde Nast Traveller. There, she contributed to international photoshoots, styled pages and covers, and produced engaging digital content. Over eight years of fashion industry experience, Florrie has honed her skills from styling e-commerce photoshoots to personal shopping. Florrie first joined Who What Wear UK as a freelancer before becoming the Commerce Writer. Now, as the Shopping Editor, she monitors current trends, new-in styles, wardrobe heroes and how best to style them.