It's My Job to Predict Best-Sellers—These New Designer Buys Are Set to Go Viral in 2026
At Who What Wear UK, we like to stay one step ahead of the crowd, so whilst you enjoy the best of the spring/summer 2026 collections, we're looking to the next big designer finds in the pre-fall drops. Keep scrolling to see the pieces set to dominate next season.
If you are as runway-obsessed as team Who What Wear UK, it's likely you already know the spring/summer 2026 collections inside out. Since they were first shown in September of last year, we've seen a Gucci monogram revival, the introduction of the Bottega rubber clog and Loewe's Amazonia bag inspire a legion of copies, but for those who want to stay one step ahead of the crowd, the pre-fall collections are an untapped resource.
No, not every designer brand shows a pre-fall collection, and yes, as the name suggests, these small collections fall in the gap between high summer and the beginning of autumn, so whilst they are not intended for wear quite yet, now is the perfect time to bookmark these transitional heroes for the coming months.
With summer just around the corner, we're happily wearing light cottons and linens to enjoy the sun, but if you're in the business of buying ahead and saving for a rainy day, you're going to appreciate this heads-up on some of the best pieces to come out of the pre-fall 2026 collections. Keep scrolling to see the buys that get this fashion editor's stamp of approval. Some are viral moments waiting to happen, others are just smart investments, but either way, I'm convinced there's something in the mix you're guaranteed to love.
1. Chanel Three-Quarter Pullover
Style Notes: It's rare that a pre-fall collection garners so much attention that not only is the opening look splashed all over social media, but it's also re-created for the Met Gala, too. Such is the power of Mattheiu Blazy's new Chanel. This simple three-quarter-zip-and-jeans pairing has proven to be such a conversation starter that it is one of the most memorable moments in Blazy's career to date, and I have a feeling that its popularity lies in its comfort and ease. If you were looking for wearable pieces with a luxury feel, this is Blazy's take on everyday extraordinary.
Get it whilst you can.
2. Loewe Layers
Style Notes: Why choose one great piece when you can wear them all at once? According to creative directors Jack McCollough and Lazaro Hernandez, more is more at Loewe for pre-fall, and layers on layers are the coolest way to do colour-blocking now. Loewe bags are always hero pieces, and the latest iterations of the Puzzle and Flamenco are even more special with the layering motif, but the detail also extends to jackets and knitwear that feel all the more vibrant in fun colour pairings. Oh, and just another note for bag fans: keep an eye out for the Scarf bag. When it eventually lands, we predict instant success.
This also comes in wam chestnut brown.
That pop of vibrant green is inspired.
I just know we're going to see this at least once during fashion week.
3. Dior Médaillon
Style Notes: And now, a new emblem from the house of Dior. Jonathan Anderson introduces the Médaillon, a recurring motif that you'll spot on everything from flats to belt buckles. Reminiscent of the early years of the maison and its home in Paris, forget signatures, because the Médaillon is Anderson's instantly recognisable stamp. I have a feeling it will be just as sought-after as his other legacy pieces: the JW Anderson Pierce and the Loewe Puzzle.
Sized up for all of your essentials.
I. Am. Obsessed.
The perfect way to dress up jeans and a white tee.
4. Balenciaga Techwear
Style Notes: Remember last year's funnel-neck jackets? Next season, Balenciaga is taking sportswear one step further with a mini collection of technical jackets, leggings, trainers and caps shown alongside XL and XS City bags and dressy, embellished heels. Don't fear, Balenciaga fans: the (in)famous Triple S trainers are still around for another year yet, but you may also want to keep an eye out for the Jet trainer—a new silhouette set to be popular amongst fashion-forward sneaker stans.
Just add leggings and a heel.
Like your average leggings, but dressier.
5. Gucci Savoy Shoe
Style Notes: If Tom Ford's Gucci was all about high-octane glamour, Giannini's was modern boho, Michele's was "geek chic" and De Sarno scaled back to near minimalism, Demna's era will be characterised by polished attitude. Glossy leather, bodycon fits, reptile skin and fur… next-season Gucci piles on the opulence, and there's no room for ballet flats and cardigans. A case in point: the Savoy shoe, a razor-sharp pointed shoe that comes in the form of a pump, flat and boot. Just when the rest of fashion was moving towards practicality and comfort over style (see the garden clog), Demna is putting fierce heels back on the agenda.
I've never seen a sexy Gucci heel that I didn't love.
You won't want to go back to basic ballerinas after these.
These feel reminiscent of the Tom Ford era.
6. Chloé Paddington
Style Notes: Whilst we anxiously await the release of the peplum belt/miniskirt that appeared in no less than 10 of the 35 pre-fall looks, the other Chloé accessory that gets a thumbs-up is the iconic Paddington. We were excited to welcome the noughties classic back with open arms at the end of last year, and it's clear that Chloé is riding the Paddington's nostalgic wave into next season, too, now offering wicker, mini and chain-bag iterations.
Such a cute bag for summer.
A certified classic.
The mini size and gold chain are such fun updates.
