Back in 2023, Vogue Business wrote a story entitled, Why doesn’t anyone know where to shop anymore? It highlighted the struggles that shoppers are facing in the current fashion landscape, taking into account everything from sizing and fabric quality to originality of design. “Discovering new brands organically feels difficult, with inspiration on Instagram and TikTok now mostly paid for,” Vogue Business reporter Madeleine Schulz wrote. “Unless you have a luxury fashion budget, chances are you feel lost in a sea of Shein hauls and sticker shock.”
I imagine many of us with be familiar with the feeling of having unlimited options at our disposal, yet still underwhelmed by what it presented to us. As a shopping editor, the most common refrain I hear from family and friends is: “Help! I have no idea where to shop on a budget”. Of course, in the UK we are lucky to have a thriving high-street fashion scene, but even then, there’s always the risk that we purchase something only to see our entire friendship group in the very same piece the following weekend.
This is why the Vogue shopping team love a brand discovery moment, particularly when it falls under the affordable fashion umbrella. But we couldn’t possibly keep this information to ourselves. We put our heads together to come up with a list of 14 affordable brands that will be a sartorial palette cleanser for when you’re experiencing high-street fashion fatigue.
“Affordable” is, naturally, a subjective term, but for the purposes of this article, we selected an edit of products that come in around the £200 and under mark. From Gimaguas’s Spanish-inspired staples to Pellador’s sporty style, scroll down to see and shop our edit.