Under the radar online clothes shops: fashion with one click
Click yourself stylish with our guide to the best under the radar brands and new online shopping sites shipping to the UK
Even if you're fed up with the fashion set preaching about the perfection of French style, this Parisian newcomer is irresistible. Fresh-faced models show off loose-fitting cashmere, cotton, silk and denim in the epitome of elegant insouciance. Named after founder Morgane Sézalory, Sézane launched in the UK in 2015 and already has a devoted following. It's the first French fashion brand to function entirely online and was inspired by an obsession with cut, quality and service — at affordable prices. Bi-annual collections released in March and September span seasonal and classic. These core deigns are refreshed with limited edition capsule collections released every month with all the quality and exclusivity of couture without the scary price tag.
THE REFORMATION: LA cool shipped to London
This stateside sensation and celebrity favourite is the epitome of low-key L.A cool-with-a-captial-c. Specialising in vintage style high-waisted jeans, slip dresses and flowing maxis, it's sexy and sustainable without a whiff of tarty or preachy. All fabric is responsibly sourced and most of the garments are made at the LA headquarters. Sadly this Reformation revolution hasn't quite reached us: there's no replica of the buzzy New York and California boutiques here and the brand is not stocked in outlets, department stores or franchises. So, thank god for speedy and reliable (free) international delivery. Just prepare for that new dress you're coveting to get waitlisted as soon as Rosie Huntingdon-Whiteley gets papped in it.
WOLF AND BADGER: ahead of the trends
Taking all the hard work out of shopping, Wolf & Badger have been curating and collating the top picks from exciting new designers since 2009. While the boutiques in Mayfair and Notting Hill are full of treasures, it's the online store that we love most. It's remarkably user-friendly and designed so that browsing ends in stumbling on your new favourite brand. We particularly love the jewellery selection, which combines precious metals and stones with fresh, statement designs.
RELATED APPAREL: London label to watch
This London-based online label is causing a stir one street-style blog at a time. Set up by mother and daughter creatives Helen and Joanna Nicola, Related Apparel specialises in feminine shapes and the kind of mix-and-match separates that can be dressed for the beach or a city commute. Prim high necked blouses are softened with playful ruffles (the sellout, social media favourite Karina Blouse is now back in stock) and the dresses strike a rare balance between smart and casual. Shop fast; as word gets out, stock is disappearing quickly.
UTERQUE: stand out from the crowd
Love Zara but fed up of half the tube carriage clutching the same handbag? Check out its lesser known sister brand Uterqüe. It's slightly more expensive than our high street staple — and it shows. Sophistication comes courtesy of sleek silhouettes, clean tailoring and luxe fabrics. It's our go-to favourite for office wear without a scrap of boring, and the formal collections have original options for summer weddings and balls. Best of all, although Uterquë delivers to England without overseas surcharges, it doesn't have any shops here so the brand remains a secret well kept by its smug customers.
FINERY LODON: forever pieces and contemporary creations
With a team of creatives who honed their skills at Topshop and Asos, it's hardly surprising that Finery seduced the fashion savvy as soon as it launched online in 2015. Charged with rejuvenating high street fashion with directional, wearable and affordable designs the online brand combines the sleek shapes we love from Cos with delightful attention to detail. There's a core collection of forever pieces, with a comtemporary take on wardrobe staples along with fresh seasonal collections featuring bold prints and covetable accessories. Plus Finery certainly knows how to keep its customers sweet; emails with money off vouchers and discount codes are an enticing temptation and excuse for spontaneous style updates for prices that won't make you feel guilty
SOSANDAR: be the first to know
Somewhere between disposable high street bargains and overdraft-extending couture is a veritable fashion wasteland. We all want more in the middle ground - something affordable enough for mere mortals, with an emphasis on design and fabric quality. Something exclusive enough to ensure you'll be the only person at the party wearing that particular dress. Enter newly launched online brand Sosandsar. Set up former fashion editors Ali Hall and Julie Lavington, it comes from a combined 40 years of industry experience and joint desire to create clothes that women actually want to wear, with hemlines and cuts made for real life. The result is directional enough to feel fresh, but wearable enough to feel classic. The £35 skinny rib polo neck jumper is our new staple and we're particularly smitten with this season's leather skirts and boots.