Trust Me—This New Brit Brand Is Destined for Greatness

While I'm certainly faithful to my favourite stores, nothing quite beats the excitement and sense of fulfilment you get when you unearth a new label. This thrill is likely why I spend much of my time trawling through Instagram to find new brands to pine over. Some skydive, I scroll. And my latest obsession is one of my favourite discoveries to date.

Commit the name to memory, because Palones is set to hit the big time. The London brand has amassed quite the influencer fanbase already thanks to its unique take on sophisticated separates and day-to-night dresses. Created by a design collective with roots in the high street, it's fair to say the Palones team knows what goes into making a sellout buy. That said, the design details and the garments timeless appeal will long surpass the pieces you'll find in many big-name brands.

Almost all of the current collection comes in under the £200 mark, so while it might not be cheap as chips, it certainly won't break the bank either. I've even seen some of the items up close and can confirm you'll be hard-pressed to find that level of quality on similarly priced pieces from elsewhere. Keep scrolling to see the Palones items your favourite influencers have already bought into, then shop my edit of the best Palones buys.


(Image credit: @eniswardrobe)

Eni wears a checked trench from the brand. 


(Image credit: @feliciaevalina)

Felicia wears a pleated jumpsuit from the brand. 


(Image credit: @katherine_ormerod)

Katherine wears a checked suit from the brand. 


(Image credit: @meganellaby)

Megan wears a printed midi dress from the brand. 


(Image credit: @monikh)

Monikh wears a vinyl trench coat and midi dress from the brand. 


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Maxine Eggenberger
Deputy Editor

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’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.