I Have Expensive Taste and a High-Street Budget, so I Shop at Uniqlo

Ask me any day of the week which high street store I actually buy the most pieces from and the answer might surprise you: Uniqlo. Sure, Zara has its trend strengths, H&M stocks everything you could imagine, the quality at COS or Arket is unmistakable, M&S can be relied upon for wardrobe staples, and there's always something fun to find at River Island… but in terms of the affordable brand that has held the most reliable, long-lasting position in my wardrobe (and is worn by me on the regular), it's Japanese-born Uniqlo. I have pieces that date way back—a coat from the first Jil Sander +J collection (2009!), a printed co-ord from the range created with Celia Birtwell (2013) and basics like HEATTECH roll-necks that I've also owned for goodness knows how long.

My Uniqlo collection includes lots of knitted dresses, comfy trousers, perfect-fit wool coats and puffers.

Hyper-focused on getting the basics right, I find that for the days when I want to wear comfy, chic, minimalistic pieces that never feel outdated, Uniqlo is the one. Part of the brand's doubling down on the essentials is bolstered by their impressive dedication to innovation (try saying that after a glass of wine). From HEATTECH to 3D knits, I'm always amazed at how premium their fabrics feel. I also have discovered, as a petite girl, that this is the one brand that doesn't require me to take everything to the tailors after purchasing—something my calendar and I are eternally grateful for. 

I know I'm not alone in my love of Uniqlo. Only a few seasons ago did a flock of Vogue editors turn up at London Fashion Week in the same uniform of white tee + Uniqlo beige trousers. It was essentially an homage to The Row, achieved on a far more modest budget. But it is a great representation of how many fashion insiders use Uniqlo to their advantage: expensive-looking, simple pieces that could easily pass as designer thanks to their quality, fit and understated nature. 

1. THE KNITWEAR

I've worn this knitted Uniqlo dress for so many winters in a row now. The ribbed boat-neck neckline, navy colourway and longer midi hemline make it all seem far more premium than its high-street roots.

Shop knitwear:

2. HEATTECH

The black roll-necks I wear all winter long? HEATTECH! They are the perfect layering tool to keep toasty. I layer them under lightweight dresses to get extra mileage out of summery items but HEATTECH thermals are just as great when you really want to pack in the warmth under a padded coat, for example. I used to rely upon these pieces religiously when visiting New York for February's Fashion Week—when the temperatures drop, nothing else helps keep the cold out quite like it.

3. CO-LABS

This is a Celia Birtwell co-lab co-ord I bought many moons again from Uniqlo and I still wear it today. I've recently had my eye on quite a few pieces from the latest JW Anderson drop, and there's Marni coming on December 1. Mark your diaries.

5. ALL KINDS OF OUTERWEAR

I got this coat from the Carine Roitfeld collaboration a zillion years ago, and it still fits like a dream today—that nipped waist! From puffers (I own those from Uniqlo too, and always buy the men's styles) to classic wool coats, no outerwear stone is left unturned for a minimalist here.