I Shop for a Living—These 14 High-Street Brands Are Just as Good as Zara

As a fashion editor, there’s no greater joy than being complimented by a friend or stranger and telling them the piece I wore cost less than the typical price of going out in London. Of course, you can scour charity shops and resale platforms like Vinted and Vestiare Collective for these hidden gems—which we here at Who What Wear have chronicled into our new series, The Thrift List—but when it comes to accessibility and convenience, I always turn to the best affordable fashion brands for praise-worthy pieces.

There’s the trifecta of expensive-looking high street stores—Mango, Zara and H&M—and brands like COS, Sézanne, Reformation and Rixo that occupy that more premium price point. Yet, for someone who adores spending a day scouring through department store racks and popping into random boutiques in hopes of finding something special, there's something exciting about coming across a lesser-known label. I’ll still turn to the heavy hitters for wardrobe staples or more trend-forward designs, however, as all true fashion lovers will know, it can be easy to feel a little uninspired when styling things you’ve seen all over your social media feeds.

My solution? Take some time every few months to dig around and discover some new affordable fashion brands. This will ensure that your wardrobe is kept fresh, diverse, individual, and it helps you stay in the know with the emerging talent bubbling up. I’ve recently been loving shopping small labels like Mode Mischief and Acre Lou, along with more in-the-know names like Paloma Wool and Susamusa.

Still, there’s nothing like shopping in-store. So, to save you time, I've scoured the internet and interrogated the Who What Wear team to find our top under-the-radar affordable brands and their best new-in pieces. Some you will have heard of while others might be new to you. Either way, keep scrolling ahead and prepare to smugly name-drop these labels next time you WhatsApp your fashion-loving friends.

The 14 Best Affordable Fashion Brands

• Best Affordable Fashion Brand on the High Street: Arket
• Best Affordable Fashion Brand for Statement Pieces: Damson Madder
• Best Affordable Fashion Brand for Wardrobe Staples: & Other Stories
• Best Affordable Fashion Brand for Going Out Clothes: Peachy Den
• Best Affordable Fashion Brand for Work Clothes: With Nothing Underneath

1. Nobody's Child

Style Notes: Having caught the attention of editors, influencers and celebrities alike, Nobody's Child is an affordable brand you definitely want on your radar if it isn't there already. Specialising in throw-on, easy-to-style dresses and timeless wardrobe staples, this brand is also sustainably minded in its sourcing and design.

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2. Aligne

Style Notes: Aligne is a sustainably minded fashion brand that makes its designs out of quality fabrics with low environmental impact. The brand's aesthetic is clean-lined and packed full of versatile staples such as shirt dresses, jeans, blazers and the best-selling waisted cardigan.

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3. NA-KD

Style Notes: For on-trend, small-scale design that won't cost you an arm and a leg, head over to NA-KD. This lesser-known fashion brand delivers a chic edit of wardrobe staples that you'll wear for many seasons to come. Minimalists, this one's for you.

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4. Albaray

Style Notes: Albaray was born during the pandemic in 2020, and was founded by three women with over 25 years of experience in the fashion industry. It's a slow fashion brand created with a desire to move forward with a more thoughtful, environmentally conscious approach, and the collections full of versatile styles designed for everyday life (and to last way beyond the cycle of a season) certainly reflect that.

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5. Damson Madder

Style Notes: If you're hunting for directional wardrobe heroes, look no further than Damson Madder, the brand that aims to use eco-friendlier materials, including 100% recycled polyester, natural dyes and cotton from organic farms. I'll be wearing the brand's cotton maxi skirt with chunky boots all season long.

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6. Kitri

Style Notes: Set apart by its tightly edited collection of premium-feeling, affordable pieces, Kitri is a Who What Wear favourite. Founded by Haeni Kim, it only stocks limited quantities of each style, so you can guarantee that you won't see the same item on every other person on social media.

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7. House of Sunny

Style Notes: Describing its wares as "supersized basics with a clean, flawless aesthetic and silhouettes cut precisely for everyday success," House of Sunny has become cool girls' go-to affordable fashion brand. The brand offers up plenty of new-season trends, including artistic silhouettes and psychedelic prints.

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8. 4th & Reckless

Style Notes: If you're looking for expensive-looking minimalist pieces with a cool Scandi twist to add to your wardrobe, then check out 4th & Reckless. Expect chic co-ords and elevated basics to base your wardrobe around.

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9. Free People

Style Notes: With a bohemian mindset and wanderlust approach to fashion, Free People soaks classic wardrobe pieces in rustic motifs and whimsical cuts that makes its designs stand apart from its competitors. A go-to for festival style and summer shopping, you can rely on the brand for suede accessories, studded belts, paisley prints and bloomer trousers.

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10. & Other Stories

Style Notes: According to Samuel Fernström, the former general manager of & Other Stories, the label began as an answer to “sketching out the idea of a brand dedicated to women who are into creating their own style, in charge of curating their entire personal look”. The result? Meticulous design and timeless shapes that are designed to be lived in and live alongside your existing wardrobe staples.

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11. Dune

Style Notes: Since 1992, Dune has been dressing chic Londoners in stylish accessories for all occasions. Now, three decades later, you’d be hard pressed to escape the brand’s beloved netted leather tote bags or woven ballet flats, both of which have become street style staples in fashion capitals around the world and earned endorsements from A-listers like Katie Holmes and Bella Hadid.

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12. Peachy Den

Style Notes: From the heart of East London comes some of the most contemporary and cool British clothing of the decade. Founded in 2019 by Isabella Weatherby, Peachy Den forges modern silhouettes with a late ‘90s and early ‘00s attitude that is adored by the world’s (and the capitals) best dressed celebrities, including Dua Lipa, Olivia Dean and Lila Moss.

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13. Arket

Style Notes: Inspired by Nordic fluidity and Europe’s ability to unfurl new adventures around every corner, Arket offers functional pieces designed with the intention to help you slow down and live meaningfully. Unfussy to the core, everything from the classic white t-shirt to woollen jackets and evening dresses is crafted to serve you throughout your life thanks to the brand’s use of sustainable practices, quality fabrics and considered silhouettes.

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14. With Nothing Underneath

Style Notes: Sometimes, the cuts and shapes of the men’s section are just that more considered and fitted. With Nothing Underneath founder and CEO, Pip Durell, knows this first-hand, which is why she began the brand in 2017 with a single commitment to design shirting inspired by men’s tailoring, British heritage and timeless style. Nearly 10 years later, the high street is proudly stocked with some of the finest button-downs to suit every need. Now expanded into knitwear, bottoms and outerwear, With Nothing Underneath is your one-stop shop for preppy-inspired fashion fundamentals.

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