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.
THE BEST NEW-IN PIECES FROM COS
A black coat is a smart investment, especially when it has such a refined silhouette.
Thick ribbed details, sumptuous cashmere and a timeless colourway—there's a reason fashion people consistently turn to COS for knitwear.
The Arch jeans are such a great silhouette.
The brand has added yet another epic bag to it's collection.
So many of our editors have this on their wish list.
The drape! The pleats! These are truly exquisite.
Look put-together on any given day with this refined brushed-cashmere dress.
Black boots you'll wear every season.
Minimalism can be so impactful with a great neckline.
THE BEST NEW-IN PIECES FROM REFORMATION:
Cosy and chic all in one.
I've tried this pair on and can confirm they're such a nice fit.
If you're looking for a refined way to bring a pop of print this winter, look to these leopard print ballet flats.
It couldn't be a Reformation round-up without a dreamy floral dress.
More proof that fine details can make a piece feel so high end. Consider the scoop neckline, seam front details and fluted sleeves.
The easiest way to elevate a look for evening is with refined silk fabrics. Plus, they're seriously comfortable.
Possibly the perfect pair of knee high boots.
I haven't stopped thinking about this dress since I first saw it.
In winter's favourite shade.
THE BEST NEW-IN PIECES FROM MASSIMO DUTTI:
If you told me this was three times the price, I'd believe you.
Add a boho edge to your looks with this flowing ruffled shirt.
We predict that checks will be big in 2025.
Truly timeless.
The perfect example of making playful prints seriously refined.
I'll take the whole look, please.
I genuinely did a double take when I saw this bag, it's that good.
Layer up with knits now, or throw over a T-shirt come spring.
The relaxed fit brings a contemporary edge to this pair.
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