Back when I was in university, you could pluck any bra from my underwear drawer, or any pair of heels from my wardrobe, and you could bet they’d be from New Look.
It was the go-to for pretty but affordable bras, and trend-led heels that were properly walkable. In the decade that followed, I’ll be honest and admit I completely sidelined the brand for the H&M’s and Zara’s of the high street.
That was until my editor Jo wore a classic black smocked midi dress on an Eliza shoot a few months back.
I was surprised when she humblebragged that it was £27.99 (an absolute bargain), and made from a linen-blend. ‘Classic’ and ‘black’ weren’t necessarily terms I would have associated with the brand: after all, back when I wore it day in, day out, I was sporting the most fashion-forward pieces the label had to offer instead.
Now that I’m a bit older and more in tune with my personal style, shopping smart is key, which means I’m always on the hunt for a piece I know I’ll wear for seasons to come.
In the name of, ahem, research, I did some shopping. But, I quickly learnt a lesson when I went to add said dress to my e-basket. Within days, Jo’s dress had completely sold out in all sizes, and in the other white colourway.
Other dresses I’d spotted over a few days and had my eye on quickly had notifications stating stock was dwindling, too. I found others I liked, but if I didn’t snap them up that day, I was left disappointed the next.
The conclusion? New Look dresses fly off the shelves. And these are the three reasons why…
1. The shapes are fashion-forward
The cuts of New Look’s current season dresses are worth noting. Think Reformation-style bodices, thigh high splits and strappy necklines, Sleeper-esque puff sleeves and flattering midi lengths, and vibrant prints and chic colourways that make for an elevated summer look.
These are all design details that make an affordable dress look more expensive than its price tag suggests, which is exactly why the brand’s dresses are constantly trending. It’s those features that make them the ultimate ‘buy now and wear right now’ purchase as they’re current and accessible.
2. The price points are great
Speaking of which, 95% of the dresses on New Look’s site at the moment are under £50, so if you’re after something that’ll freshen up your summer wardrobe without bankrupting you in the process, a new dress is a payday treat without the guilt.
That’s not to say that it’s of cheaper quality, however, which is sadly often the case on the high street: the majority of its summer offering is in cotton or linen-blend, mixing natural materials with viscose (a soft semi-synthetic fabric which works as a silk substitute).
3. Its offering is vast
Click the ‘dresses’ category on the New Look site right now and you’ll be hit with over 3,000 options.
That might feel overwhelming at first, but look on the bright side: there’s sure to be a dress for you within that huge range, which the brand is counting on. If you use the filters cleverly, you’ll have the best chance at finding it.
Narrow it down by choosing the style of dress you like most (from T-shirt, to long sleeved to mini), then choose your size to be sure you can actually buy the one you love – there’s nothing worse than finding a great dress that’s sold out in your size.
My final tip? Act quickly. New Look is notorious for money-saving codes, and such is the popularity of the dress section, if you see something you love, grab it, then humblebrag about it later.