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.
MONKI: Stockholm's ice cool brand
Affordable Scandi-gem Monki, owned by H&M, is widely recognised for its fresh, hipster and paired-down vibe. While the brand is stocked at ASOS, Monki's clothes feel notably more special in comparison to your average fast-fashion fixesx, and you can find some fabulously memorable pieces on their site (like this pastel corduroy co-ord). Just search #monkistyle on Instagram for a peek into Monki-wearers trendy sphere.
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.
NOBODY'S CHILD: fast fashion with a conscience
The London-based company Nobody's Child not only stays hot on the heels of the latest trends, churning out hit after sartorial hit, but also controls the entire production process in order to be as sustainable as possible – they dye their own fabrics, design and produce their own prints, and make their garments in their own factories.
FAUBOURG 54: fresh Parisian feel
Known for their slogan tees, like the 'cherie' tee above, this company is based in Paris. It is deserving of a mention, however, for it's quirky, individual touches to well made basics like 100% cotton white tees and linen shirts, (see the love-heart buttons in the picture above). It ships to London pretty quickly, and unlike age-old favourite like ASOS and Urban Outfitters, you won't be caught in the same look as everyone else.
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.
GREAT PLAINS: NEUTRALS
Great Plains endeavours to create great quality, comfortable basics inspired by contemporary fashion, which means it comes its pieces come in an impressive range of shades and shapes. Perfect for both young and mature attitudes, we've never been so in love with khaki.
FREE PEOPLE: for boho babes
Every time we land on the bohemian-inspired Free People, our virtual basket is filled to the point of ridiculousness. If you like Anthropologie, this one's for you. Pretty paisleys, floaty dresses, embroidered denims, it's a haven for those that want to bring some Californian sunshine to British pastures, and look really good whilst doing it.
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
BIRDSONG: for the conscious Londoner
Birdsong, launched in 2014, is a London-based clothing brand that works with womens' organisations (think Knit & Natter groups in Enfield and low-income migrant mothers in Tower Hamlets) for fair pay, with a 'no sweatshops, no photoshop' policy. A refreshing browse of their online site unapologetically shows products modelled by real, relatable women. We're on board.
NEVER FULLY DRESSED:
We're still classing Never Fully Dressed as a well kept secret despite it being favoured by A-listers like Kendall Jenner (above, in the 'Boob T'). While some of the pieces are a bit TOWIE, a good scour of the website will reveal some fabulously good finds, from unique, wholesome blouses to sexy, empowering dresses.
ARIES ARISE: young, cool and not just for Aries'
Aries sits between streetwear and high fashion, and "plays with allusions to the grandiosity of major fashion houses alongside expertly picked underground reference point". Whether you're after co-ordinated, damn-cool trackpants, or clunky metal rings, this one's for you.