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 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. Already, the new year 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 get you through the new-season, or some smart, fresh new additions to update your 2024 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
I'll never not love a scarf coat.
Wool skirts are really having a moment, and this black iteration is so elegant.
A white shirt with a premium-looking twist.
A strong contender for the best trousers on the high street.
A short wool jacket like this have been on my wish list for a very long time, and its perfect for taking into spring too.
Denim feels really fresh right now.
Designer-esque at a fraction of the price.
Grey is so chic.
How to make a mini skirt look grown up.
I love the idea of this with jeans and heeled boots, but also over a silky slip dress for my next date night.
THE BEST NEW-IN PIECES FROM REFORMATION:
The perfect throw-on trench?
I'm after a pair of looser white jeans for spring.
This is such a good wear-to-everything dress.
The perfect cardi.
I adore this boucle design. Dress down with your go-to pair of jeans or smarten up with a satin midi skirt.
Another cherry red accessory to add to the wish list.
I'd style these dungarees exactly like this for spring.
Leather blazers are coming back around.
Cosy but still elevated.
Like it or not, pedal pushers are back.
THE BEST NEW-IN PIECES FROM MASSIMO DUTTI:
Dark denim is going to be my go-to in 2024. It just feels so elevated.
Buy this a couple of sizes up for a smart but cool look.
A coat to layer up now and then wear all year round.
These could so easily be from an uber-designer like The Row.
Made from wool and cashmere, this high-neck sweater would make a great addition to your knitwear collection.
Distressed leather will always have a timeless cool to it.
Adding this on-trend wool skirt to my basket ASAP.
Such a great air of loafers you'll come back to time and time again.
Something about cream tailoring always just looks so expensive.
Dress this bag up or down.
Up Next, The 9 Most Expensive-Looking Pieces on the High Street This Week.
This story was originally published at an earlier date and has since been updated.
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