21 Chic New Buys From COS, Massimo Dutti and Reformation That Pass for Designer

You won't believe how expensive some of these high-street pieces look. Scroll down to see and shop my designer-looking finds.

Woman wears dress from reformation and black mules; woman wears knit waistcoat, black skirt and slingback heels; woman wears red trench coat, white blouse, white trousers and sandals

Taking my role as Who What Wear's fashion editor as seriously as I do, a big part of my job is ultimately about making sure you enjoy shopping as much as I do. How? Well, I'm a big believer in the idea that shopping doesn't have to be stressful, and to ensure that it is every bit as fun as it is functional, I spend the majority of my time trawling through new-in sections just so you don't have to. That way, you get to save on scrolling time and easily identify the pieces that your wardrobe needs the most, all in one handy little edit. Sound good?

In one of my weekly scrolling sessions, I was drawn to three stores in particular that kept and held my attention. Whether you're looking for seasonal updates, exciting new finds, or long-term investment pieces, Massimo Dutti, Reformation and COS are looking so good that I can't help but share. The latest drops are shaping up to be incredibly chic and believe me when I say, many of these pieces are so good that won't hang around for long.

So, if you're still looking for some relaxed-but-chic buys to see you through winter, or some smart, fresh new additions to update your 2025 wardrobe, keep scrolling to see some unmissable finds from COS, Reformation and Massimo Dutti that look so elevated, they could easily pass for designer buys. You're very welcome.

21 Expensive-Looking COS, Reformation & Massimo Dutti Buys:

THE BEST NEW-IN PIECES FROM COS:

Woman wears grey knit waistcoat, black skirt and pointed black slingbacks

(Image credit: @anoukyve)

Style Notes: Anouk carries one of the COS's best-selling bags, along with a simple black skirt and light knit waistcoat.

THE BEST NEW-IN PIECES FROM REFORMATION:

Influencer wears the Reformation Aubree Linen Dress.

(Image credit: @theannaedit)

Style Notes: Summer is all about ease, and Anna hits the nail on the head with Reformation's throw-on Aubree linen dress.

THE BEST NEW-IN PIECES FROM MASSIMO DUTTI:

Influencer Monikh Dale wears a tomato-red trench coat from Massimo Dutti, white linen trousers a white linen skirt and a black t-shirt.

(Image credit: @Monikh)

Style Notes: Monikh wears a tomato-red trench coat from Massimo Dutti, which she uses to refresh her classic white linen trousers.

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Remy Farrell
Fashion Editor

Remy Farrell is a London-based fashion editor with 10 years of experience covering fashion, beauty and lifestyle. After graduating with a journalism degree and working on the fashion teams for titles such as Grazia, Elle, and British Vogue, she moved into the luxury e-commerce sector, working as fashion assistant at TheOutnet.com After expanding an assisting and styling portfolio that includes talent such as Gigi Hadid, Victoria Beckham and Miquita Oliver, she ventured into beauty, compiling reviews and diverse beauty content. In her role as fashion editor at Who What Wear, Remy is interested in discovering new brands to share with the WWW UK readership, and loves uncovering hidden gems to make shopping accessible to everyone.