The Instagram It Brand You Can Buy on a Zara Budget

For professional and personal gratification, I spend countless hours a week scrolling through Instagram. It's more of a hobby than a time filler, but I love nothing more than finding new stylish people to follow and fresh brands to buy into. And this week, after spotting a beautiful sweater, featuring block shapes in powder blue, turquoise, cream, chocolate, and tan, the trail I followed led me to a brand I'd long since forgotten about. A brand that, for fall and winter 2018, appears to have significantly upped its game.

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(Image credit: @houseofsunny)

London-born House of Sunny was founded in 2011, but it really began to gain momentum once it was picked up by ASOS, Topshop, and Urban Outfitters. Having won a legion of celebrity fans in its lifetime—think the likes of Maya Jama and Kendall Jenner—it's been on my radar for a while. And after stumbling across its latest collection, I think it's poised to make its biggest splash yet.

Its expertise is streetwear with a glossy spin, with knitwear proving to be its biggest hit among influencers right now. Directional but affordable, it's the easiest way to stand out from the crowd and still keep your bank balance in the positive. Wondering where to begin? We've whittled down the House of Sunny pieces we think you should prioritize, along with inspiration on how to wear them.

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(Image credit: @gang_of_earlybirds)

Because every wardrobe needs a classic white blouse that can be thrown on with jeans at the last second.

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(Image credit: @vbiancav)

All black is all right with us if it looks as sleek as Bianca Valle's ensemble.

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(Image credit: @fenn_omeally)

Fenn O'Meally makes a case for this season's standout hue: lilac. 

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(Image credit: @jilla.tequila)

Try wearing this one-shoulder knit with a thin roll-neck underneath for a cool layered look.

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Opening Image: House of Sunny

This post originally appeared on Who What Wear UK.

Maxine Eggenberger
Deputy Editor

Maxine Eggenberger is Who What Wear UK’s deputy editor and has over twelve years of experience in fashion journalism. She been creating engaging and elevated style content for Who What Wear UK since 2018, covering runway reports, emerging trends, long-form features, self-styled shopping stories, and columns, including her edit of the best new-in buys. She ensures the highest editorial standards are met across the site, works closely with influencer talent on content initiatives, represents the brand at industry events, and regularly contributes to social media. Previously, Maxine appeared on TV in her own fashion segment and has interviewed countless celebrities—everyone from Victoria Beckham to Oscar winner Lupita Nyong’o. 


Prior to Who What Wear UK, Maxine’s career began when, after completing her first-ever internship, she was offered a position on the Look magazine fashion desk. She accepted, leaving university a year early in the process. She went on to become the title's fashion news and commercial content editor, with a stint as InStyle.co.uk’s fashion writer along the way. She later served as Look’s acting Editor in Chief before embarking on a successful freelance career, working with Grazia, The Pool, and Marie Claire amongst others. Maxine works remotely from her countryside home near Edinburgh.