Although the big-name high-street brands like Zara and H&M still have a place in our wardrobes, there’s something exciting about coming across a lesser-known label. Of course, there’s nothing wrong with buying into the latest trending item. However, as all true fashion lovers will know, it can be easy to become disillusioned by the identikit ensembles that can come from sticking to the well-trodden path.
My solution? Take some time every few months to dig around online and discover some new brands. This will ensure that your wardrobe is kept fresh, diverse and individual, and it helps you avoid any awkward outfit-clash moments. 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. Prepare to smugly name-drop these labels next time you WhatsApp your fashion-loving friends.
:quality(85):upscale()/2026/09/09/951/n/1922564/a00413786aa1d4ad212cc8.32254730_.png "The 12 Gap Staples on a Shopping Editor's Fall Wish List")
:quality(85):upscale()/2026/09/02/929/n/1922564/6ff0d6116a989286f32103.47437185_.png "The 10 Best Pieces to Shop From Madewell's Labor Day Sale")
:quality(85):upscale()/2026/06/17/796/n/1922564/2d1048706a32e253a32346.96073123_.jpg "How to Style Soccer Jerseys")
:quality(85):upscale()/2026/07/06/772/n/1922564/140636b86a4be698df0091.55529693_.jpg "Taylor Swift and Travis Kelce’s Wedding Guest Style")
.jpg "Watch Slayyyter Rock a Raccoon Pelt in “I Think He’s Got a Girl” Video")
