In My Opinion, Miss Selfridge Is Spring 2019's Unsung Fashion Hero

We’re all guilty of going into "robot mode” when we shop. Even though my job involves scoping out new trends and finding the last must-have buys to bring to your attention, I too am guilty of defaulting to the same stores when I’m looking to add a new addition to my wardrobe. So in an attempt to reacquaint myself with the brands I’ve been overlooking of late, I decided to broaden my shopping horizons, and in doing so, I’m now hooked on one brand in particular: Miss Selfridge.


(Image credit: @angeegarcia)

Topshop’s sister brand has always been a firm fixture on the high street. In my teen years, I remember Miss Selfridge fondly as my go-to for spending my part-time earrings. Of course, I’ve dabbled in its collections over the years but it wasn’t until I perused its new-in section a few weeks back that I realised just how good its gotten. In fact, I’ll even go as far as to say that its spring/summer 2019’s best-kept secret.


(Image credit: @missselfridge)

From checked blazers and slip skirts to cool co-ords and gorgeous floral dresses, what Miss Selfridge has created is essentially the ultimate Instagram-ready starter pack. And get this: It’s all ridiculously affordable—not one piece on my wish list is over £50. What’s more, it appears I’m not the only one who’s impressed with Miss Selfridge’s latest offering. Now that I’ve pointed it out, I guarantee you’ll see hoards of British influencers wearing pieces from the brand.


(Image credit: @laurengracelifestyle)

Next steps? Shop my edit of Miss Selfridge’s best fashion items of 2019, then simply wait for the compliments…

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Maxine Eggenberger
Deputy Editor

Maxine Eggenberger is Who What Wear UK’s deputy editor and has over thirteen years of experience in fashion journalism. She been creating engaging and elevated style content specifically 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, leads the editorial team in their SEO strategy and keyword planning, works closely with the beauty team on content initiatives, represents the brand at industry events, and regularly contributes to social media, including her own Who What Wear UK TikTok franchise, French Style Fridays. Previously, Maxine appeared on ITV's This Morning 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 at Look magazine, she was offered a position on the brand's fashion desk. She accepted, leaving university a year early in the process. Her passion and natural talent for writing and styling meant she swiftly rose through the ranks to become the title's fashion news and commercial content editor, with a stint as’s fashion and beauty writer along the way. She later served as Look’s acting Editor in Chief, overseeing both print and digital, before embarking on a successful freelance career, working with Grazia, The Pool, and Marie Claire amongst others.

Maxine is based remotely from her countryside home near Edinburgh where she spends her downtime renovating her house, walking her dogs, hosting friends and trying to master the art of making Old Fashioned cocktails.