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
Budget-conscious shoppers would do well to bookmark The Outnet, the secondary site of power player Net-a-porter. With a steady stream of new arrivals from brands such as Victoria Beckham, Marni, Rag & Bone and Stella McCartney as well as its own brand Iris & Ink collection of trend-led wardrobe staples.
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.
THE HAMBLEDON: Winchester's boho department store
Winchester's The Hambledon opened in 1999, and has been making waves ever since as the extensive airy-cool department store that sells only the most covetable of independent clothes, homeware, grooming products, stationary. Just last month, it launched a spanking new, beautifully presented online shop. The cooler, fresher, more aspirational answer to John Lewis.
STYLE BOP: a curation of luxury looks
Boasting over 200 international designer brands and spanning across womenswear, menswear, accessories and more, Style Bop provides inspiration with its gorgeous editorials, as well as being a fabulous online marketplace for all the latest styles.
GOODHOOD: the chic East Londoner's uniform
If Goodhood were a person, it'd be the understated-chic, athleisure-wearing, independent gallery hopping East Londoner. The achingly cool brand is home to an array of impressive independent labels like Levis, Vans and Lonely Hearts, as well as in-house range 'Goods by Goodhood', and regular one-off collaborations with young creatives (see this one with BEAMS T . As well as womenswear and menswear, the shop sells home and lifestyle products, skincare and stationary from cult favourite brands like Aesop, Haeckles and Escentric Molecules.
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
Parisian company Vestiaire Collective is perhaps the most well known of all online designer marketplaces, and a seasoned cornerstone in the ever-expanding industry of online vintage. Its unbreakable promise of high-quality, authentic pieces (sourced worldwide) has placed the site at the forefront of industry, and the rich variety of its market place ensures there's something to suit all tastes. Sweet, unadulterated luxury from a respected old timer.
NOT JUST A LABEL: High fashion for cool kids
Launched in 2008 by Stefan Siegal, Not Just A Label has become the online hub for those who want to buy from emerging designers who have yet to have their designs showcased in a mainstream environment.