The January Sales Are Actually Amazing—52 Smart Buys I Would Recommend


(Image credit: Nicole M Gomes)

Who What Wear UK editors know how to shop a sale in style. Keep scrolling for our expert tips.

Christmas may have been and gone for another year, but in the world of fashion that's not always a bad thing. Traditionally from Boxing Day the winter sales start and although we've seen various early discounts rolling in since November's Black Friday weekend this year, there's no denying retailers have saved some of the best deals for now. 

Of course, we're always cautious about encouraging over-consumption, and sale shopping should be approached with calm consideration to avoid any buyer's remorse or regretful impulse purchases. But a smart outlook that involves shopping for timeless classics and pieces you already had on your wish list for the year ahead can not only save you money in the long run but also help you to shop fewer, better-quality items (that may usually be out of reach) to build a more responsible wardrobe on the whole. 

To help you make these smart sales choices, I'm here to tell you about the best of the January sales fashion deals that are looking undeniably good this year. After all, I've been a stylist and shopping editor for over a decade, honing my expert eye to be able to easily pinpoint the best value discounts and the pieces that will truly stand the test of time. 


(Image credit: @kimturkington_)

The best things to buy on sale? Timeless wardrobe classics and investment buys for less. 

You'll have to be quick to get those wardrobe gems, but don't worry—I can help point you in the right direction. With almost unbelievable discounts, it's the time of the year when you can pick up designer pieces at more reasonable prices, and those

premium-quality high-street buys become even more affordable. 

Trust me when I say I've looked through every sale (it is my job, after all) and I have my inside sources feeding me the upcoming sale dates too, so I can keep you as up-to-date as possible. I've made you a concise edit below of the discounts worth checking out and the items I believe are truly worth buying. From practical coats and boots to classic knitwear and timeless designer bags. A lot of the items below I know come back in stock every year, so you can be confident this is anything but the dregs of the season.

Whether you're looking for cosy winter buys, staples to boost your new year wardrobe, warm-weather pieces for holidays ahead or extra special items to treat yourself (or others) with, keep scrolling to see my top investments from this year's January sales. 


& Other Stories has up to 40% off.

ARKET's wardrobe staples are on sale with 40% off now.

COS has so many classics in its January sale

NET-A-PORTER has up to 50% off designer buys from Toteme to Loewe, now with an extra 20% off selected lines using the code EXTRA20

Shop up to 80% off in the MATCHES designer sale. 

John Lewis' January sale includes huge savings off hero brands across fashion, beauty and electrics


We all want a piece of Toteme's elevated minimalism. A go-to for fashion editors, celebs and influencers alike, the brand's pieces are seasonless and elegant, meaning it's unlikely you'll ever regret investing in their sale buys. Toteme rarely has discounts, but this January we're in luck as they've just dropped so many pieces, from premium wardrobe basics to cult luxe buys, into sale. 

Shop the Toteme sale here.

& Other Stories is one of our editors' high-street go-tos—you know that. But it can start creeping up into expensive territory sometimes, especially when it comes to the beautiful wool coats and cashmere knits (pieces we rate particularly highly). So, its end of season winter sale with up to 40% off is a great opportunity to bag some of these classic buys (that often get restocked season after season) for a lot less. The stock always flies out quickly though, so act fast if you spot something you plan on loving forever. 

Shop the & Other Stories sale here.


ARKET's big end of year sale has launched with 40% off all sale items. So many of its wardrobe staples are included, from brand's classic black puffer coats to smart blazers and cosy knits. You can see more of our favourite ARKET sale picks here

Shop the ARKET sale here.


The home of the best designer buys online, NET-A-PORTER has an epic sale right now, with an extra 20% off selected lines using the code EXTRA20. The stock levels always dwindle quickly though, so my advice would be to take advantage of it whilst you can! 

Shop the NET-A-PORTER sale here


COS's winter sales are legendary, but I'd argue this year's is the best to date. Featuring discounts of up to 60% off almost a thousand handy wardrobe additions—tailored trousers, blazers, shirting, dresses and bags—I already have a wish list as long as my arm.

Shop the COS sale here.


Matches has up to 80% off over 10,000 items, with new pieces still being added regularly. The site always impresses me with its chic edit of dresses for occasions and resort pieces (perfect if you've got some winter sun opportunities coming up, or like to buy in preparation for the warmer seasons ahead). Personally, I'm heading straight for the rarely-on-sale Toteme buys, and the the in-house label Raey for the best discounts on quality staples like knitwear, jeans and coats. 

Shop the Matches sale here


Mango has up to 50% off in its Christmas sale which just landed, and it's the high street store I probably recommend most to my friends, especially for designer-looking coats and knitwear. 

Shop the Mango sale here. 


Since it's recent refresh, Hush has become one of my go-tos for elevated wardrobe staples. The cosy separates and outerwear are particularly good, and there's up to 60% off now. 

Shop the Hush sale here

John Lewis

John Lewis always does epic end of season sales across its own brands but also so many of the brands it stocks that aren't on sale elsewhere, like Whistles and Nobody's Child. There's currently up to 50% off some great winter buys. 

Shop the John Lewis sale here.


Harvey Nichols has an unbelievable selection of designer wares in its winter sale with up to 50% off now. 

Shop the Harvey Nichols sale here.


Reformation is the sale that us Who What Wear editors wait all year for. From their pretty dresses that look great on every body, to their celeb-loved staples—you really can't go wrong. With up to a whopping 70% off now, it's a great opportunity to invest in the brand's sustainable and stylish buys for less. 

Shop the Reformation sale here.


Another insider favourite, you'll often find fashion editors shopping 24S's amazing sales. Mainly because they discount a lot of timeless designer buys you won't often find on sale anywhere else—like a Max Mara coat or Chloe bag(!). Right now, there's up to 50% off and surprisingly good levels of stock on the best bits. 

Shop the 24S sale here.


lululemon's winter sale has arrived, so you can shop its best-selling activewear (which rarely goes on sale) for less, now. I personally swear by the ultra-soft Align collection and wear it on repeat, and not just for exercise classes, but I've heard so many great things about their wardrobe staples like the puffer jacket and loungewear too. 

Shop the lululemon sale here.


For statement luxury finds or the latest cult brands, I'd suggest heading to Mytheresa's sale which is currently up to 60% off. Impressive, right?

Shop the Mytheresa sale here.