Hi, my name is Ali and I’m a Zara addict. There, I said it.
I know working in fashion, people expect me to shop at the newest, up and coming brands. And admitting a large portion of your wardrobe comes from such a mainstream store probably isn’t considered cool.
But the fact is, for a lot of my life it’s been a failsafe option – for everything from basics, to my holiday wardrobe.
However, like most things that are dependable, I find myself getting bored of their ubiquitous aesthetic – not to mention seeing the latest dress I *just* bought, all over my Instagram.
And it’s not just Zara – all the usual high street suspects, whether it’s H&M or Arket, can start to feel a little stale after a while.
Whilst these brands often provide the pieces that form the foundation to our wardrobe, it’s the lesser-known brands that provide interest and personality to our ‘fits – and set us apart from the high-street identikit look.
And whilst you might assume shopping at smaller brands automatically means requiring a bigger budget, there are a host of labels who are just as affordable as your favourite high-street hero.
So, what brands do I turn to when I am tired of not only trusty old Zara, but all the usual high street suspects, too? These are the 5 lesser-known high street brands I turn to time and time again:
Omnes
Omnes may have only been around for a couple of years, but this British brand is already becoming a favourite of influencers – and mine.
With an ethos that’s rooted in creating clothes that won’t end up in a landfill, through conscious material choices and ensuring the pieces they make will last, their sustainability credentials are seriously impressive for a brand whose prices are competitive with the high street.
The tees start at £25 and dresses from £40 – not that you’d guess by looking at their pieces with their attention to detail and eye-catching prints.
Omnes is one of my favourite lesser-known high street brands for occasion wear pieces – its Riviera slip style lip print dress is one of their signature pieces and perfect for summer occasions – but their co-ords and oversized collar blouses are also sitting in my basket as we speak.
Shop the brand
*Eliza may earn commission on sales from these product links
Oysho
We all have a couple of stores we make sure to visit when we’re holidaying abroad– and Oysho has always been on my list. So, imagine my delight when I realised, they now have a full UK e-commerce store. No more waiting for my next trip across the channel for my next fix of elevated basics.
Oysho is the lesser-known brand of the Inditex group (yep, it’s the sister store to Zara!) and whilst you won’t find a sequin mini for your next night out here, what you will find is off-duty must haves.
Think loosely tailored dresses, bright linens and classic knitwear – and did I mention their swimwear is some of my favourite?
Unlike Zara’s website (which can be overwhelming at the best of times), the selection is a lot smaller and more curated on Oysho. No wonder its quickly becoming my go-to for weekend wear and holiday basics that I can happily pack, content in the knowledge no-one else will be wearing them.
Shop the brand
*Eliza may earn commission on sales from these product links
Albaray
As much as I love stylish high street find, whether the clothes have been sustainably produced is always in the back of my mind. Shopping at Albaray relieves any of my fashion guilt; started during the pandemic by three female fashion veterans, the brand uses only responsibly sourced fabrics, ranging from their organic denim to deadstock fabrics.
Whilst their price point might be slightly higher than Zara or H&M, their relaxed vintage-inspired aesthetic is a welcome antidote to the identikit styles of bigger high street brands; every time I wear something from the brand, I’m guaranteed to be stopped on the street.
Shop the brand
*Eliza may earn commission on sales from these product links
Damson Madder
Typical high street brands don’t exactly do quirky well, so when I’m looking to add something a little different to my wardrobe, I turn to Damson Madder.
Their whimsical prints – from fruit checkerboard to retro, 70s style florals – are an instant wardrobe refresh and a playful injection into my usually minimalist wardrobe.
Although Damson Madder’s aesthetic oozes Scandi-cool, the brand is actually London-based. Launched by fashion influencer Emma Hill in 2019, Damson Madder has prided themselves on being sustainable and ethically sourcing their materials from the get-go whilst keeping their price point accessible.
This adorable, scalloped blouse is next on my wish list, and I’m also very tempted to add one of the brand’s fun sunhats to my basket for my next vacay.
Shop the brand
*Eliza may earn commission on sales from these product links
Urban Revivo
It’s not often that I physically stumble across a brand these days (I’m very much an online shopper) but on a recent trip to Westfield I came across Urban Revivo.
It’s not exactly a small brand (they’ve been around since 2006), however it’s nowhere as popular as other high street brands – so it’s perfect for when I’m looking for pieces to stand out from the crowd.
Their aesthetic is pretty trend led and described as runway inspired fashion so it’s my go-to when I want to get a designer trend for less. And with their weekly new drops it’s not often I’m on-site and not adding something to my basket.
Shop the brand
£
*Eliza may earn commission on sales from these product links
;
