Six under the radar brands fashion editors wear to stand out from the crowd… and they’re cheap

AS a fashion editor, I am often asked where I shop – and people are surprised by my response.

Despite having the best high street brands at my fingertips, some of my failsafe go-tos are barely known, or have at some stage been relegated to fuddy duddy fashion territory.

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Here, I reveal the best brands flying under the radar and share stylish buys at low prices.

PEACOCKS

Best for essentials

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IT went into administration in 2020 during Covid, but few people know that Peacocks was rescued and is still going strong.

In the last year, sales have soared by 49 per cent, from £159million to £238million, with help from celebrity partnerships with singer Louise Redknapp and ex-footballer Michael Owen.

The not-so-basic basics are a must-have, with high-end-looking pieces such as the suedette fringe jacket only costing £35.

Blouses prices peak at £22.

They’re hard-working essentials that are great for everything from the school run to the office.

RESERVED

Best for trends

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IN 2017, Polish brand Reserved created the same fanfare as Topshop did back in the Noughties by getting supermodel Kate Moss to front a campaign and open its Oxford Street doors.

The brand has since opened another outlet at the other end of the iconic London shopping street and at Westfield White City and Stratford in the capital.

However, the website is the destination for most fashion-savvy shoppers. Delivery is free on orders over £50 and takes five to eight days.

Its signature style is Zara-esque – but a lot cheaper.

It’s the go-to for pieces you won’t see elsewhere and there’s new stock weekly, keeping up with trends.

BON MARCHE

Best for denim

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IT is one of those brands that people tend to think is a bit frumpy, but you can find high-quality, high-fashion items at low prices.

Like Peacocks, Bon Marche fell on hard times during Covid but battled through and is now making clothes for grown-up, sophisticated women.

You won’t find on-trend crop tops and cut-outs but you will find well-fitting, comfortable and flattering denim in sizes ranging from 8-28 and 25in-31in in length.

ROMAN

Best for dresses

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ROMAN Originals, which has more than 150 outlets in the UK, is known for dresses, but actually offers all categories of clothing.

At the core of the Birmingham-born retailer are four sub-brands – Dusk for everyday style, Ariella for occasionwear, plus Curve and Petite – so there is something to suit everyone.

We love it for its dress department, affordability and the fact it caters to every woman for every occasion, be it holiday dresses, ballgowns or everything in between.

JOE BROWNS

Best for prints

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IF you want to breathe life back into your wardrobe, then you need Joe Browns.

Founded by Simon Brown and pals in 1998 in North Wales, the menswear and lifestyle brand started making clothes for women in 2002.

It only has one store, which opened in 2023 in the Lake District, but you can find a vast array of clothing on its website.

Packed full of bright colours and prints, it’s the dopamine destination that we love for when we want to stand out from the rest of the fashion crowd. Think Boden for less.

DAMART

Best for ageless style

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IN 1953, French brand Damart invented thermal fabric Thermolactyl, which went on to be loved by Princess Diana, who said on a winter trip to Tokyo in 1982: “I’m never too cold. I’m a walking ad for Damart underwear.”

The brand still creates très chic French styles and thermals, and has added cooling clothing to aid women in the summer and during the menopause.

Rather refreshingly, they also use mature models to show off their clothes – another thing we love about this brand.