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:
A cashmere jumper is an autumn/winter 2025 essential, but this timeless style you'll pull out year after year.
The sculpted silhouette of this cardigan oozes sophistication.
There's just something about a wooden bangle that feels so luxurious.
We predict squishy handbags to be the next big thing this season.
There's nothing sleeker than a chocolate brown satin trouser.
So elegant.
An autumnal wardrobe essential.
THE BEST NEW-IN PIECES FROM REFORMATION:
This dress with a pointed slingback mule is perfection.
Elevate your jumper collection with this classic crew neck style.
A new coat is a new season must.
A designer dupe at a fraction of the cost.
The perfect 'jeans and a nice top' top.
Leather is so effortlessly luxe.
A ballet flat is a year round staple piece.
THE BEST NEW-IN PIECES FROM MASSIMO DUTTI:
Lace trimmed pieces are so on trend for autumn/winter 2025.
The suede bag trend shows no signs of slowing down.
Such a chic knit.
The perfect loafer.
If you told me this jacket was designer I'd believe you in an instant.
Don't underestimate the impact a belt can make.
This looks so similar to Alighieri's style.
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I Just Saved $1200 By Shopping This Viral COS Sweater Instead of Its Designer ReferenceGirl math.
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If I Wanted Zoë Kravitz's The Row Wardrobe on a Budget, I'd Shop These 27 COS FindsUnderstated, iconic, and so Kravitz coded.
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I Love the Sweaters at J.Crew, COS, and Zara RN—40 Worth Adding to Your CartThese will elevate your fall outfits.
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5 Street Style Trends From Milan Fashion Week That Will Be Everywhere This FallTake notes.
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This Is Not a Drill: COS Is Having a Sitewide Sale—These Are the Elevated Basics We're BuyingFor 25% off.
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Reformation Just Launched a Collaboration With Nara Smith, and It's a Vintage-Inspired DaydreamExpertly crafted from scratch.
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Spotted at the COS Show: The Leather Coat and Plaid Shirt That *Will* Sell Out by October 1Everyone was still talking about them both days later.
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This Dated Denim Pairing Is Suddenly the Chicest Way to Wear Jeans for Fall 2025Easy and stylish.
