As an editor at Who What Wear, I look at the collections of hundreds, if not thousands, of fashion brands in a year. I get emails and Instagram messages every day introducing me to new brands. However, when it comes to my own wardrobe, I tend to stay loyal to the same fashion brands that I know suit me and my personal style. Below, I’ve listed my top 10 brands, and what they all have in common is that they create beautiful pieces that are of a high quality and have a timeless aesthetic.
As several warehouses and stores shuttered this year due to the global pandemic, the fashion industry has faced huge challenges and strains that pose an inevitable threat to businesses. Within my role as a fashion writer this year, I certainly haven’t wanted to make anyone feel like they have to buy more right now in a time of such heightened worry. But at the same time, after working in the fashion industry for nine years, I have wanted to support the brands that I love and treasure and think are worth investing in. Below, I bring you the 10 brands that take up the most space in my wardrobe and that I feature most regularly in my stories.
Several years ago, I was lucky enough to travel to Budapest with Nanushka to interview its founder Sandra, and it only made me fall even more in love with the label and its aesthetic. I love the simple but rich colour palettes and use of interesting textures. It’s a seasonless approach, but all the pieces feel out of the ordinary.
Arket won’t need an introduction to loyal Who What Wear readers, but in my opinion, this is the star of the H&M group. You’ll find beautifully tailored separates (see my suit above for proof) and practical buys to help you take on winter like a Scandi. I would happily never wear any other brand and have a complete Arket uniform.
I love & Other Stories almost as much as Arket, as I have found some of my most treasured items from this high-street brand. The wool blazer I’m wearing above is, hands down, one of the best items I’ve ever bought. I love Stories for its boots, outerwear, and blouses.
Rixo is a brand that many British women would class as a favourite. Not only does it create the most beautiful midi dresses, but the founders Orlagh McCloskey and Henrietta Rix are also two of the nicest people in fashion in my opinion. I bought a powder blue floral midi dress from their first collection and have worn it to five (and counting) weddings, and it is still the best dress I own.
The Frankie Shop is one of the buzziest labels in fashion circles and for good reason. The boutique in Paris is a tiny cupboard-like space overflowing with little-known brands. However, it is its own namesake label which I particularly love. Stocked on Net-a-Porter, it is best for loungewear, T-shirts (with strong shoulder pads), and jumpsuits.
Every editor in Who What Wear is obsessed with the handbag brand Wandler, and I bought one of its earliest silhouettes, the Hortensia, and just adore it. Wandler’s designs are timeless and of beautiful quality, but subtle details and silhouettes make the bags unlike anything else I’ve seen before.
The one item I wear every single day is this chunky Missoma necklace from the Lucy Williams collaboration. I am always impressed by the quality of Missoma’s jewellery and love how it all layers so beautifully together. My next purchase will be a pair of the gold hoops.
Okay so, this image isn’t of me, and sadly, I don’t own anything by Totême… yet. But it is a brand that I include in almost every shopping gallery I create, and this year, I’ve been most impressed by how it makes simple, minimal pieces so darn cool.
When it comes to shoes, the one brand that really has my heart is Berlin-based Aeyde. They are just so comfortable. I own a pair of the supple leather loafers and the patent ankle boots and really believe it’s a brand worth spending that little bit extra on.
Every fashion editor I know would add Ganni onto their list of brands they champion, as the Danish cult brand is an established favourite in fashion circles. I live in this denim jumpsuit but am also always eyeing up the printed dresses and exaggerated collars.
