Hero Buys

At Who What Wear we have a habit of spotting the next big thing—and here we bring you trending (or soon-to-be trending) products that have caught our eye.

Top Stories

Fashion People All Still Turn to This One High Street Coat to Keep Warm Fashion People All Still Turn to This One High Street Coat to Keep Warm
Fashion People All Still Turn to This One High Street Coat to Keep Warm
Bring on winter.
6 Classic Pieces That Are Set to Be the Foundations of My 2024 Wardrobe 6 Classic Pieces That Are Set to Be the Foundations of My 2024 Wardrobe
6 Classic Pieces That Are Set to Be the Foundations of My 2024 Wardrobe
Instant infatuation.
7 Wardrobe Foundations Fashion Experts Are Backing for 2024 7 Wardrobe Foundations Fashion Experts Are Backing for 2024
  • Sponsor Content Created With NET-A-PORTER
7 Wardrobe Foundations Fashion Experts Are Backing for 2024
Key buys ahead.
I'm an Editor Who's Hard to Impress—9 New Pieces That Get a Yes From Me I'm an Editor Who's Hard to Impress—9 New Pieces That Get a Yes From Me
I'm an Editor Who's Hard to Impress—9 New Pieces That Get a Yes From Me
A perfectionist's edit.
The It List: Everything We Have Our Eye On This Month The It List: Everything We Have Our Eye On This Month
The It List: Everything We Have Our Eye On This Month
A curated edit.
7 Easy Staples You'll Find in Every Londoner's Capsule Wardrobe 7 Easy Staples You'll Find in Every Londoner's Capsule Wardrobe
7 Easy Staples You'll Find in Every Londoner's Capsule Wardrobe
Non-negotiables.

Trending Stories

It's Official: These Are the 15 Most Popular COS Buys of 2023 So Far
Top-tier best sellers.
Editors Agree—These Are the 30 Best Black Blazers You Can Buy This Autumn
A timeless wardrobe hero.
I Live in Striped Jumpers All Year—This Is Where I Find the Best Ones
So timeless.
TikTok Has Done the Research—These Fashion and Beauty Buys Are Really Worth It
Your one-stop shop for trending buys.
Boden Is Having a Flash Sale—These 24 Spring Staples Are Really Worth Seeing
Can't argue with 20% off.
These Next-Gen Influencers Have Impeccable Taste—See Their Spring Wish Lists
Selected by social media's finest.
I've Found a Simple Solution to Elevate Your Jeans and Knit
So chic.
  • Sponsor Content Created With Harvey Nichols
25 New-Season Pieces That'll Change the Way You Dress All Year Round
New year, new inspo.
I Asked 7 Influencers to Share What's On Their 2023 Wish Lists
Don't mind if I do…
So Long Jeans—I'm Now Wearing These Casual Trousers Instead
They're an influencer favourite.