20 Items Our Fashion Team Would Actually Buy in the January Sales

It's easy to feel fatigued at the mere thought of January sales shopping. Haphazard rails are strewn around stores, with bikinis and winter coats filed alongside one another as if it's the done thing. Online isn't much better either. On just one website we ventured on, there were over 38,000 marked down items to sift through. Yes, 38,000. However, sift you shan't, as we've done it for you.
Our fashion team has searched every sale going to bring you the four bargains they'd actually buy. And, as it happens, we all seem to be hankering for the same things—new coats, designer jeans, statement shoes and quality knitwear. Perhaps there’s something in the water at Who What Wear UK HQ, but we like to think it’s because collectively we know a worthwhile sale buy when we see it. What we're aiming for are the items that will be worn in one, five or even 25 years' time. Look after these items and they will treat you well. Keep your sanity and keep scrolling to see our January sales shopping finds.
HANNAH ALMASSI, EDITORIAL DIRECTOR
Related: The Best High-Street Pieces We've Seen on Instagram This Week
HARRIET DAVEY, FASHION CONTRIBUTOR
Related: Summer 2019 Fashion Trends: Looks You Need to Know
JOY MONTGOMERY, ASSISTANT EDITOR
"Seventies-style belted jackets are going to be everywhere this year, and the great thing about this Arket one is that it will work well for layering in the winter (so good with a white roll neck) as well as being light enough to work as a cover-up for spring and summer."
"I don't exactly need another jacket after my Arket find, but around this time of year, outwear tends to be all you can see of an outfit, so where's the harm of buying another? I love the statement collars and cuffs of this Saks Potts number, which I'll wear with everything from party dresses to straight-leg jeans."
Related: 30 Items the Who What Wear Team Will Buy in February
MAXINE EGGENBERGER, FASHION CONTRIBUTOR
Opening Images: @slipintostyle, @livpurvis, @songofstyle, @emilisindlev
Can't get enough of the cut-price action? Then you best consult our edit of the best bargains neatly categorised by brand…

Maxine Eggenberger is Who What Wear UK’s Deputy Editor and has over fourteen years of experience in fashion journalism. She been creating engaging and authoritative content for Who What Wear UK since 2018, covering runway reports, emerging trends, long-form features, talent interviews 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, leads the editorial team in their search and keyword planning, works closely with the fashion and beauty team on strategy and continues to pen many of her own articles. Prior to Who What Wear UK, Maxine's contributed to publications including Grazia, InStyle Marie Claire, Elle and Look, amongst others.
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