I Rarely Shop High-Street—These Are the Items I've Bought From There Recently

When I say I don’t shop on the high street that often, don’t take it the wrong way. It’s not like I’m swanning up and down Sloane Street or getting regular Net-a-Porter deliveries instead. In a bid to be more conscious with my shopping, I pulled back on all my purchases a few years ago and tried to focus less on cheap impulse buys and more on considered ones instead—quite a tough feat as a fashion editor. Yes, that has sometimes meant investing less often in more expensive pieces, whether that’s for the quality, eco-credentials or opting for a smaller independent brand. But it also means even my high-street purchases have had to become much more refined, focused and really, really worth it. 


(Image credit: @emilyjdawes)

Wearing Zara suit.

Being in the industry helps with this, I think, as we see and try so much from the high street for work that it becomes easier to spot the recurring themes: which brands do which pieces best and which trends are going to stick around for more than one season. So, what made the cut recently? 

To help you in building your own wardrobes (or maybe you just want to be nosy—totally fine too), I’ve listed some of my best high-street finds from the last six months below. I will preface this edit by saying that as a shopper, I’m probably what you’d call a minimalist. I enjoy the odd bright, frilly dress in summer (who doesn’t?), but when it comes to the colder months, I do tend to err on the side of neutral classics to mix and match. So maximalists, these might not be the picks you would choose. But if you’re after some great basics for reasonable prices, keep scrolling for the high-street items I’d pick over designer any day.


(Image credit: @emilyjdawes)

Wearing Arket blazer and vest.

Shop My High-Street Picks

Next Up: 24 Winter-Ready Buys From Mango, M&S and Reiss

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.