I'm a Shopping Expert—21 New-In Buys I'm Truly Obsessed With Right Now

As a Who What Wear UK editor specifically focused on finding the very best shopping buys for you, I spend an awful lot of time scrolling through brands’ new-in sections. And when I’m not combing websites for standout pieces, I’m usually in-store trying them on, which means I get an even better idea of what new things are actually worth buying. I feel the fabrics and get to grips with the fits and detailing, all of which helps me recommend only top-tier products when I write these articles.

I come across so many great pieces, but some are just better than others—like, next-level good. And those are usually the pieces that end up on my own wish list (and often in my own wardrobe). So I thought I’d create a space here to collate all these truly amazing new-in buys each month and pass on the knowledge of what a fashion editor is actually considering buying for herself.

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(Image credit: @emilyjdawes)

I’m always on the lookout for pieces that make my outfits look the most stylish and expensive with as little effort as possible, so you’ll find a lot of easy but chic pieces below. Versatility also plays a huge part in the elimination process when I’m thinking about whether something is worth buying. If I can dress it up and down and layer it up in all seasons, I know I’ll get more wear out of it, so it’s a winner.

Keep scrolling and you’ll find 21 new things I’m currently obsessed with. Any one of them would add worth to your wardrobe, and you can have full confidence that I’m either saving up for, dreaming of or wearing these exact pieces right now.

Shop the New-In Pieces Really Worth Your Money:

Emily Dawes
Affiliate Editor

Emily Dawes is the very definition of a fashion multi hyphenate. An editor, stylist and writer with over eleven years’ worth of experience in the industry, Emily is known for her impeccable taste, elegant outfit choices and being able to spot the next big thing in fashion from a mile off. Our readers loyally trust her advice and shopping suggestions; so much so she began her own column documenting the most expensive-looking pieces on the high street, which has become a top-performing piece of content for the Who What Wear brand.

Emily has worked for Who What Wear UK since 2020 in a myriad as roles, spanning from contributing editor and branded content editor. Now, she holds the position of affiliate editor and is responsible for the brand’s overall affiliate strategy, ideation and content execution. Working closely with Who What Wear UK’s affiliate manager, Emily has been instrumental in securing and nourishing brand partnerships, surpassing her goals as standard. Leading the team in tentpole shopping moments including Black Friday and Peak Trading, with Emily’s guidance and leadership, team Who What Wear is in a stronger affiliate position than ever before.

Prior to joining the Who What Wear team, Emily served as YOU Magazine’s acting fashion editor where she managed the fashion team and oversaw all fashion content output for the fast-paced weekly title. Emily is a stylist in her own right, having worked with a slew of VIP clients including writer and television personality, Elizabeth Day, as well as styling and art directing several celebrity cover shoots for glossy print publication, Grazia. Her adept fashion knowledge means brands regularly sought out to work with her as a consultant: previously she has developed marketing and content plans for brands for Cocoon and Edge of Ember. Before entering the industry, Emily obtained a Bachelor of Arts in English and American Studies with International Study from Nottingham University. Fun fact: Emily spent a year studying in America which saw her join a sorority during her time there.

When she’s not working or tracking down the chicest, new-in items to share with our audience, you’ll find Emily bestowing her East London home with her stylish flair, reading everything from the classics to cowboy romance novels and escaping to the country with husband, baby boy and dog, Roo, whenever she can.

Emily is currently on maternity leave.