10 affordable and chic fashion brands you’ve never heard of

The thing about sticking to what you know, when it comes to fashion at least, is that you tend (as in 'we' tend) to get stuck in a rut. Every pay day, we schlep off to the same reliable stores to purchase a new outfit for the month.

While trustworthy is good, you can end up looking the same as everyone else. And sometimes it's good to get out of our comfort zone and try something new. While we're not suggesting you go all Lady Gaga, perhaps the way to start trying something different is to explore new and exciting fashion brands.

Here, we've selected 10 of our favourite to get you trying something new. You won't regret it.


This is the "quietly confident" brand that looks to give clothes a cool edge without trying too hard. Best for those who no longer find themselves in the crop top aisle but who still want to look young.

Samsoe & Samsoe

Scandinavian brand Samsoe & Samsoe offer an array of different garments - from cute little tees to oversized cardigans. As a classically Scandi brand expect simple clothes made well.

Libertine Libertine

This premium street wear label takes its inspiration from city lights and wild shores, with reinterpretations of well-loved classics such as checked shirts, sweats and blouses. It's worth noting that you can't buy items from its own website but you can from stores such as HUH.

And Daughter

This heritage brand offers beautifully crafted knits in delicate wools made on the borders of Scotland and the west coast of Ireland. It's the only place we want to buy our jumpers from now on. Prices are more on the Whistles end of the spectrum but worth it as an investment piece - they will last you forever.

Daisy Street

This up-and-coming e-tailer is very good to your purse. The dresses are sweet, tops quirky and above all it's very wearable. The prices range from £12.99 up to £40.

Storm & Marie

Rather sweetly, Storm and Marie is a collaboration between a couple who are together both professionally and privately, and the duo even named their fashion brand after their twins. If you like knits, prints and cute dresses, this is the one for you.


Bright pops of colour, bomber jackets, cocoon coats are just some of what Ganni, a Danish brand, does well. The Audrey Suede pumps are a favourite of ours.

The Reformation

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For sexy dresses and cute jumpers, US brand The Reformation is the only place to go if you don't want to be seen wearing the same as everyone else.

The Fold

We've had our eye on The Fold for some time now and we have to say we're in love. Ideal for those who want to look chic at work but are bored of the same old pencil skirt and blouse combinations. Expect to find superb tailoring, sophisticated colours and unique twists on office classics.


Despite the fact that we hate the word, quirky is probably the most apt way to describe Portuguese brand MIOPO. Cut-out blouses, cold-shoulder tops and asymmetric hems make this a great find.