I Should Gatekeep This Brand at Nordy, But I Won't—23 Finds You'll Thank Me For


(Image credit: @shhtephs)

Given how many stories we publish daily, it's essential that we as editors know our way around all of the big retailers. We each have our own unique time-saving techniques for filtering through thousands of items, allowing us to produce all of the content you see on Who What Wear. My personal go-to method for sifting through product-packed online stores is to focus on brand discovery and then hit up all of the chicest, most relevant brands first. That way, I never have to go through tens of thousands of options. I only really see what I already know will be good.

For a store like Nordstrom, this is especially critical since new items are being added all the time, and the sheer volume of pieces is astronomical. The one brand I always type into the search bar first when I'm writing anything having to do with "luxe in looks but not in price" finds? Sophie Rue. Somehow, the brand, which is also sold at Revolve and keeps prices mostly between $80 and $400, doesn't get a ton of attention. Hopefully, after you scroll through all of the newest items at Nordstrom from the brand, that won't be the case any longer.

Scroll down to shop 23 new fall arrivals from my favorite affordable brand at Nordstrom.

Senior Fashion Editor

Eliza Huber is a New York City–based fashion editor who specializes in trend reporting, brand discovery, and celebrity style. She joined Who What Wear in 2021 after almost four years on the fashion editorial team at Refinery29, the job she took after graduating with a marketing degree from the University of Iowa. She has since launched two monthly columns, Let's Get a Room and Ways to Wear; profiled the likes of Dakota Fanning, Diane Kruger, Katie Holmes, and Sabrina Carpenter for WWW's monthly cover features; and reported on everything from the relationship between Formula One and fashion to the top trends from fashion month, season after season. Eliza now lives on the Upper West Side and spends her free time researching F1 fashion imagery for her side Instagram accounts @thepinnacleoffashion and @f1paddockfits, running in Central Park, and scouring eBay for '90s Prada and '80s Yves Saint Laurent.