We Love This Cool, Affordable Brand Just as Much as We Love Zara


(Image credit: @amaka.hamelijnck)

NA-KD has over 3.12 million followers on Instagram, so we’re not entirely sure we’d call it our best-kept secret. But compared to Zara’s 572 million, it definitely still falls into the lesser-known category. When we asked our non-fashion friends, hardly any of them were familiar with the affordable brand, so we wanted to take a second to shout about it. If you’re not already a loyal fan, what you’re missing out on is a serious gold mine of inexpensive, chic and understated pieces perfect for building up your wardrobe of basics. 

Minimalists, listen up because this one’s for you. Yes, there are some brighter, more out-there pieces on the site (and a great partywear selection for any upcoming events), but what really shines from NA-KD are its simple, pared-back styles. Spotted on the coolest girls, from Hannah Lewis, fashion director at Threads, to Amaka Hamelijnck, a Dutch and Nigerian influencer, it’s the perfect option when you want expensive-looking simple outfits that don’t break the bank.


(Image credit: @hannahlewisstylist)

So what should you be looking out for in particular? Well, personally, we love the taloring, which has that relaxed, designer feel to it, and most of the blazers come in at under £70. It does some of the best wide-leg tailored trousers we’ve found, which work perfectly paired with its trend-led knitwear, dresses and tops (think cut-out bodies and barely there cardigans). Even the accessories are impressive. 

It’s also good to note that, although being affordable and doubtless not perfect, the brand takes a positive stance on sustainability with clearly marked "more sustainable" shopping options, a pre-loved section, climate-compensated shipping and returns, and many of its pieces made using organic and recycled materials. 


(Image credit: @amaka.hamelijnck)

If you’ve exhausted the Zara website, then keep scrolling to shop our favourite pieces from NA-KD right now. You won’t regret it.






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This story was originally published at an earlier date and has since been updated.

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.