Matches Is Having a New Season Flash Sale—25 Items I Just Bookmarked


(Image credit: @sarahlouiseblythe)

The January blues may be very real this year (if only this drizzle would let up, seriously), but worry not— is here to save our souls (or at least our 2023 wardrobes). London's favourite destination for chic buys has just launched a flash sale—and no, this isn't your usual discounts on end of season pieces. You can use the code NY15 at checkout to get 15% off brand new arrivals from the upcoming season. Thank us later. 

Whether you're looking to invest in a smart new designer bag to elevate all your 2023 outfits, or you've had your eye on a beautiful new coat. Maybe you're refreshing the basics in your capsule wardrobe, or on the hunt for this year's cult buys before they inevitably sell out? You can pick all of the above up now with a handy little discount (every little helps, right?). 

I promise I'm not just saying this (my recent Slack messages to the Who What Wear team are proof), but I've been so impressed with Matches' buy for the new year. In particular their focus on timeless classics, especially since one of my resolutions for 2023 is to buy less, better items for my wardrobe that I know I'll wear year after year. 

I won't keep you apart from this generous discount any longer (code is NY15, remember) but in case it's helpful to see the new season items a fashion editor bookmarked after browsing the entire edit, keep scrolling to see my picks now. Oh, and I couldn't let you leave without adding that there's an extra 20% off Matches' Christmas end of season sale items with the code EXTRA20 now too! Happy shopping... 

Shop Matches New Season Sale:

Up next: Spring/Summer 2023 Fashion Trends: 21 Expert-Approved Looks You Need to See

Emily Dawes
Affiliate Editor

Emily Dawes is the very definition of a fashion multi hyphenate. An editor, stylist and writer with over eleven years’ worth of experience in the industry, Emily is known for her impeccable taste, elegant outfit choices and being able to spot the next big thing in fashion from a mile off. Our readers loyally trust her advice and shopping suggestions; so much so she began her own column documenting the most expensive-looking pieces on the high street, which has become a top-performing piece of content for the Who What Wear brand.

Emily has worked for Who What Wear UK since 2020 in a myriad as roles, spanning from contributing editor and branded content editor. Now, she holds the position of affiliate editor and is responsible for the brand’s overall affiliate strategy, ideation and content execution. Working closely with Who What Wear UK’s affiliate manager, Emily has been instrumental in securing and nourishing brand partnerships, surpassing her goals as standard. Leading the team in tentpole shopping moments including Black Friday and Peak Trading, with Emily’s guidance and leadership, team Who What Wear is in a stronger affiliate position than ever before.

Prior to joining the Who What Wear team, Emily served as YOU Magazine’s acting fashion editor where she managed the fashion team and oversaw all fashion content output for the fast-paced weekly title. Emily is a stylist in her own right, having worked with a slew of VIP clients including writer and television personality, Elizabeth Day, as well as styling and art directing several celebrity cover shoots for glossy print publication, Grazia. Her adept fashion knowledge means brands regularly sought out to work with her as a consultant: previously she has developed marketing and content plans for brands for Cocoon and Edge of Ember. Before entering the industry, Emily obtained a Bachelor of Arts in English and American Studies with International Study from Nottingham University. Fun fact: Emily spent a year studying in America which saw her join a sorority during her time there.

When she’s not working or tracking down the chicest, new-in items to share with our audience, you’ll find Emily bestowing her East London home with her stylish flair, reading everything from the classics to cowboy romance novels and escaping to the country with husband, baby boy and dog, Roo, whenever she can.

Emily is currently on maternity leave.