Fashion report: We’re with the buzz brand!

Introducing the most stylish names to drop this winter – our pick of the YOU fashion team’s under-the-radar favourites


TOP, £16; LEGGINGS, £16; COAT, £60, and SHOES, £52, all Find

Taking on the fashion world, Amazon’s all-new womenswear venture launched in September, poaching buyers from the likes of Marks & Spencer and Primark. 

THE LOOK: ‘Accessible hero pieces’ – deconstructed shirts, two-tone jeans, sock boots – that make a statement with minimal effort.

YOU LOVES: The slogan T-shirt, £10.


The Belgian label started as a T-shirt brand and has evolved into a ready-to-wear womenswear line that is stocked in Harvey Nichols and by a host of online retailers including Asos.

THE LOOK: Colourful, directional designs, often featuring bold prints.


Whether it’s a leopard-print coat or wide-leg trousers, essentiel is my go-to for every occasion 

– Joanne Toolan, Fashion Assistant

COAT, £299; BLOUSE , £199, and SKIRT, £179, all Essentiel Antwerp

COAT, £299; BLOUSE , £199, and SKIRT, £179, all Essentiel Antwerp


COAT, £225, Arket

COAT, £225, Arket

Arket is the newest of H&M’s brands (which include Cos, Monki and Weekday). Browse its website or visit the flagship store on London’s Regent Street, which also features brands such as Adidas and homeware by Iittala, plus a café.

THE LOOK: Beautiful basics that you will come back to time and time again.

YOU LOVES: The classic trench coat, £250.


JUMPER, £14; SHIRT, £19.99, and TROUSERS, £27.99, all Reserved

JUMPER, £14; SHIRT, £19.99, and TROUSERS, £27.99, all Reserved

Poland’s most successful fashion brand – 450 stores across 18 countries selling clothes for men, women and children – launched in the UK in September with a campaign fronted by Kate Moss and a 32,000 sq ft store on London’s Oxford Street.  

THE LOOK: Poland’s answer to Zara, it’s stylish, practical and affordable.

YOU LOVES: The midi-dress, £29.99.


This Danish brand (currently online-only in the UK) is a favourite of fashion influencers – Business of Fashion called it ‘one of the breakout stars of the Instagram boom’.

HEART DRESS, £715; BLACK DRESS (worn underneath), £295, and SHOES, £180, all Ganni

HEART DRESS, £715; BLACK DRESS (worn underneath), £295, and SHOES, £180, all Ganni

THE LOOK: Well-priced pieces and fab prints. Think oversized florals, pretty lace and crepe dresses.

YOU LOVES: This super-soft mohair knit, £355.  


The brainchild of a group of London-based creatives, Kitri began life online in March. It had a pop-up store in London’s Marylebone this autumn. 

 Kitri is just what the industry needed: grown-up yet trend-led styles at affordable prices

 – Emily Dawes, Acting Fashion Editor

THE LOOK: Distinctive workwear in confident colours with clever details, such as a red wrap dress with delicate wrist ties that effortlessly transitions from office to party.

YOU LOVES: The workwear jumpsuit, £125.