Everyone's Suddenly Shopping at Next Again—Here's What They're Buying
When I was younger, I'd spend hours leafing through my mother's Next directory. I actually think it's where my obsession with clothes came from. Together, we'd choose the pieces she'd buy, and afterwards, I was allowed to choose an outfit of my own, which she'd then order over the phone along with her items.
Now, before I get all nostalgic and start referring to the '90s as "the good old days," let's skip to the now. Next is still a heavyweight on the high-street circuit, but it's a store I've been guilty of overlooking the past few years.
But that's no longer the case. Recently, I've noticed countless influencers wearing Next buys, and it has reignited my interest in the brand. Initially, it was Danielle Ward who piqued my interest with her sage blazer. Soon after, WWW UK columnist Monikh found a brilliant leopard-print dress I swiftly bought. Then Nicole Ocran's gingham blazer sealed the deal.
Another coup for the brand is Label Mix, Next's collection of investment pieces from the industry's rising designer stars. Over the years, we've been treated to edits from Isa Arfen and Kitri; the latest addition comes from Laura Jackson, who has created an array of gorgeous knits, all of which have found themselves on my wish list.
Seeing as I'm clearly a Next obsessive, who better to bring you Who What Wear UK's definitive edit of Next's best buys? Keep scrolling to see how influencers are wearing their Next finds, and then shop my edit.
Nicole Ocran wears a top-to-toe Next outfit.
Alice and Hannah wear a variety of Next clothing, which they've accessorised with Chloé bags.
Emma Hill wears a khaki jumpsuit from Next with layered gold necklaces.
Danielle Ward pairs a linen blazer from Next with a pair of printed shorts and strappy sandals.
Laura Jackson pairs her wide-leg denim culottes from Next with a classic stripe top and red heels.
Monikh Dale wears a leopard-print dress from Next with metallic sandals and an oversized tote.
SHOP OUR NEXT EDIT
This post was originally published at an earlier time and has since been updated.
Up next, seven street style trends that'll be everywhere this year.
Maxine Eggenberger is Who What Wear UK’s deputy editor and has over thirteen years of experience in fashion journalism. She been creating engaging and elevated style content specifically for Who What Wear UK since 2018, covering runway reports, emerging trends, long-form features, self-styled shopping stories and columns, including her edit of the best new-in buys. She ensures the highest editorial standards are met across the site, leads the editorial team in their SEO strategy and keyword planning, works closely with the beauty team on content initiatives, represents the brand at industry events, and regularly contributes to social media, including her own Who What Wear UK TikTok franchise, French Style Fridays. Previously, Maxine appeared on ITV's This Morning in her own fashion segment and has interviewed countless celebrities—everyone from Victoria Beckham to Oscar winner Lupita Nyong’o.
Prior to Who What Wear UK, Maxine’s career began when, after completing her first-ever internship at Look magazine, she was offered a position on the brand's fashion desk. She accepted, leaving university a year early in the process. Her passion and natural talent for writing and styling meant she swiftly rose through the ranks to become the title's fashion news and commercial content editor, with a stint as InStyle.co.uk’s fashion and beauty writer along the way. She later served as Look’s acting Editor in Chief, overseeing both print and digital, before embarking on a successful freelance career, working with Grazia, The Pool, and Marie Claire amongst others.
Maxine is based remotely from her countryside home near Edinburgh where she spends her downtime renovating her house, walking her dogs, hosting friends and trying to master the art of making Old Fashioned cocktails.
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