I Asked My Chicest Colleagues What They’re Shopping On Black Friday—24 Elegant Items They Sent My Way
From quiet-luxury bags to elevated basics, these are the Black Friday buys fashion editors genuinely want in their wardrobes.
Every year, Black Friday rolls around and, despite spending the entire month curating edit after edit of unmissable deals, I still find myself hesitating when it comes to what I should actually buy for myself. As a shopping editor, my wardrobe is… well, extensive. So when sale season begins, I try to be intentional. What do I genuinely need? What will I truly wear? And what am I only tempted by because it’s shiny, discounted and calling my name?
To help answer those questions, I turned to the people whose taste I trust implicitly: my chicest colleagues. Unsurprisingly, their answers read like a masterclass in elevated, timeless Parisian chic shopping. Shopping Editor Florrie Alexander is gravitating towards COS’s immaculate merino basics and its excellent denim offering, alongside Reformation’s beautifully soft cashmere knits. My own attention, meanwhile, is firmly set on DeMellier’s rare 20% off, which makes its structured, designer-passing bags even more irresistible, as well as COS’s faultless tailored trousers that anchor any winter wardrobe. Fashion Editor Sophie is planning to invest in Rise & Fall’s brilliant cashmere—pieces that are both luxurious and responsibly made—while Ava from our fashion team has her eye on Rixo’s best-selling leopard-print coat, a perennial favourite that instantly elevates even the simplest outfit.
Meanwhile on the beauty desk, Beauty Director Shannon is rebuying her beloved Merit blush, Editor Eleanor is eyeing the internet-famous Shark LED Mask, and Junior Beauty Editor Grace is taking this opportunity to try the viral Dyson Airstrait.
What emerged from our collective Black Friday wish lists wasn’t panic-buying or impulse-driven spending, but a considered edit of pieces that feel timeless, versatile and truly worth it. Below, you’ll find the exact items sitting in our baskets this year—the Black Friday buys that fashion editors genuinely believe in, and that will carry you well beyond the season.
Our Top Black Friday Deals from 2025
- Reformation: 25% off everything
- COS: 20% off side-wide
- Massimo Dutti: up to 40% off
- Mango: up to 50% off selected items
- Rise & Fall: 20% off everything
- Demellier: 20% off with BF20
- Mulberry: up to 30% off
- Amazon: up to 75% off
Shop The Best Editor-Approved Black Friday Picks
Florrie Alexander, Shopping Editor
Marina Avraam, Senior Shopping Editor
Rebecca Rhys Evans, Acting Deputy Editor
Shannon Lawlor, Beauty Director
There is only one makeup product I refuse to leave the house without having on my face, and that is Merit Flush Balm. Believe every ounce of the hype around this stuff. One swipe on the cheeks delivers the creamiest, melting veil of flush that just makes you look alive. The best bit? It can be applied in seconds and is entirely foolproof—something I very much appreciate.
DedCool Xtra Milk has been the defining perfume of 2025. Its creamy, comforting, clean-smelling aroma has graced the neck of every cool girl I know. It's the sort of perfume that draws everyone around you in—it feels like home and is impossible to dislike. At only £57 a bottle, you better believe I'm stocking up for myself and keeping a bottle or two aside for my hardest-to-buy-for friends.
Ask any beauty editor and they will tell you that this very candle is the best Christmas candle ever made—it smells like fresh pine with a green, crunchy, wintry kick that simply makes you melt. Usually, at this time of year, it becomes somewhat difficult to get hold of as the limited stock starts to sell out. But right now, not only is there still stock in Space NK, it's also discounted with £11 off. I've sent the link to everyone I know, and you better believe we're going to have the best smelling houses in town.
Sophie Watson, Acting Fashion Editor
Natalie Munro, News Writer
Ava Gilchrist, SEO Writer
Eleanor Vousden, Beauty Editor
There isn't a liner that can rival Victoria Beckham Beauty's Satin Kajal Liners. They'e buttery soft, gliding onto the eyes and effortlessly blending to create all kinds of eye looks, from smouldering smokey eyes to everyday definition. My favourite shade is Cocoa, a matte brown that is so wearable, but I also have my eyes on the Cocoa Pavé shade during the Victoria Beckham Black Friday sale, which is a brown tone with subtle flecks of silver sparkle that's perfect for the party season.
Having tried so many LED masks now, I've come to the conclusion that Shark's Cryoglow LED Mask is up their with some of the best that I've tried after owning it for over six months now. I've noticed a visible difference in my skin, which looks plumper, more even-toned and thanks to the blue light, my blemishes heal so much faster, too. The addition of the cooling cryotherapy eye mask is genius. It's so good, that my boyfriend has stolen mine from me, so I'm looking at buying one during the Black Friday sale.
I never see Byredo perfumes discounted, so I practically gasped when I saw SpaceNK's 20% discount for Black Friday. I'll be stocking up on a bottle of Mojave Ghost, a musky, woody scent that gets guaranteed compliments whenever I wear it. It's the perfect time to invest in a bottle that you've had your eye on, or stock up on your signature scent.
Imani-Nia Francis-Tsolaki
Grace Lindsay, Junior Beauty Editor
If there’s one beauty tool that I recommend to everyone I know, it’s the Dyson Airstrait. This clever device simultaneously dries and straightens your hair in one go, meaning my post-shower styling time is cut in half every time I use it. It’s not normally on sale, so I couldn’t believe it when I saw that Dyson is offering £150 off this Black Friday.
Glossier You is one of those fragrances that I know will remain in my collection for years to come, thanks to its timeless appeal. However, this winter I've got my eyes on Glossier You Doux, a warm and woody version of the brand’s signature scent. That’s why I’m snapping it up in Space NK’s Black Friday sale.
I had no idea that Aesop products would be on sale this Black Friday, so I practically screamed with excitement when I saw my favourite hand soap on sale. I’m buying one for everyone I know this Christmas, and I’m also stocking up for when I move house next year.
Poppy Nash, Managing Editor
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 is 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.
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.

Marina Avraam is Senior Shopping Editor at Who What Wear UK, where she expertly navigates Zara, H&M, Toteme and Net-a-Porter (to name but a few) on a daily basis to unearth the most worthwhile pieces, while valiantly resisting the urge to add every single one to her basket. At Who What Wear, Marina is committed to curating a shopping experience that feels both aspirational and intentional, guiding readers to items—both affordable and investment—that will genuinely benefit their wardrobes.
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