Taking my role as Who What Wear's fashion editor as seriously as I do, a big part of my job is ultimately about making sure you enjoy shopping as much as I do. How? Well, I'm a big believer in the idea that shopping doesn't have to be stressful, and to ensure that it is every bit as fun as it is functional, I spend the majority of my time trawling through new-in sections just so you don't have to. That way, you get to save on scrolling time and easily identify the pieces that your wardrobe needs the most, all in one handy little edit. Sound good?
In one of my weekly scrolling sessions, I was drawn to three stores in particular that kept and held my attention. Whether you're looking for seasonal updates, exciting new finds, or long-term investment pieces, Massimo Dutti, Reformation and COS are looking so good that I can't help but share. The latest drops are shaping up to be incredibly chic and believe me when I say, many of these pieces are so good that won't hang around for long.
So, if you're still looking for some relaxed-but-chic buys to see you through winter, or some smart, fresh new additions to update your 2025 wardrobe, keep scrolling to see some unmissable finds from COS, Reformation and Massimo Dutti that look so elevated, they could easily pass for designer buys. You're very welcome.
21 Expensive-Looking COS, Reformation & Massimo Dutti Buys:
THE BEST NEW-IN PIECES FROM COS:
Style Notes: Anouk carries one of the COS's best-selling bags, along with a simple black skirt and light knit waistcoat.
A high neck with a subtle twist detail—this top is an evening-wear essential.
The deep rust shade and elegant low back mean this immediately went on my wish list.
Contemporary yet classic.
Available in a range of shades, this subtly striped shirt makes getting dressed for the office a breeze.
Upgrade your simple tank top to this chic striped version.
The Gallery Tote is poised to become COS' next best-selling bag—and I can 100% see why.
The cut and fit of this pair is so good.
THE BEST NEW-IN PIECES FROM REFORMATION:
Style Notes: Summer is all about ease, and Anna hits the nail on the head with Reformation's throw-on Aubree linen dress.
Anna's exact dress in a playful gingham.
Elevate your shirt collection with this chic cinch-waist style.
Our shopping editor, Florrie, has tried this pair and rates them highly.
Another best-seller. The hard part is choosing which colourway to go for.
How pretty is the trim detail?
The kind of dress that can be dressed up or down with ease.
THE BEST NEW-IN PIECES FROM MASSIMO DUTTI:
Style Notes: Monikh wears a tomato-red trench coat from Massimo Dutti, which she uses to refresh her classic white linen trousers.
So many pretty details.
I can't believe that these are still in stock.
A throw-on-and-go dress with serious designer appeal.
For the warmest days, I'll be looking to these comfortable wide leg trousers.
I love a textural update in the summer months, and this knit top ticks all the boxes.
If you told me this was three times the price, I'd believe you.
The draped shape of this skirt looks so expensive.
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