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 that many of these pieces are so good they won't hang around for long.
So, if you're still looking for some relaxed-but-chic buys for your winter outfits, or some smart, fresh new additions to update your 2026 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.
25 Expensive-Looking COS, Reformation Massimo Dutti Buys:
THE BEST NEW-IN PIECES FROM COS:
A cashmere jumper is an autumn/winter essential for 2025 and 2026, but this timeless style you'll pull out long after then too.
The collar of this cardigan oozes sophistication.
A clutch that'll serve you for everyday use and for special occasions.
The high shine leather on these Chelsea boots is beautiful. They'll go with so many outfits.
A wrap skirt (made of wool) is a given for winter dressing.
This coat is so incredibly soft to the touch, and it looks absolutely luxurious.
A gorgeous statement for any holiday gathering.
An winter wardrobe essential. Add tights for extra warmth.
A very chic alternative to hoodies and beanie winter hats.
THE BEST NEW-IN PIECES FROM REFORMATION:
This dress with a pointed slingback mule is perfection.
These might be hinting at the return of low-rise jeans. The studs are such a cool touch.
What do you get when a shoulder bag meets a tote? A sleek, petite carryall that fits everything.
Satin trousers were made for winter. These come in brown and black.
The slight bell sleeve gives this knit a little more interest than others out there.
Leather is so effortlessly luxe. These come in a timeless espresso brown and black
This top gives the beloved waisted silhouette a refresh.
To give a minidress a festive spin, Reformation made one in velvet. I can't decide between the creamy white and gorgeous navy.
THE BEST NEW-IN PIECES FROM MASSIMO DUTTI:
Lace trimmed pieces are so on trend for autumn/winter 2025.
These pinstripe trousers come with a chic matching blazer.
Here's the aforementioned matching blazer. I love this outfit and how well the belt ties it all together.
An ultra-comfy and chic layering piece. Wear under vests, jumpers, coats and dresses.
I've been spotting funnel-neck coats everywhere this season. This buttoned brown one is so pretty.
Frosty white trousers are best worn in winter, in my opinion.
This is one perfectly-sized bag. Plus, suede totes are still majorly trending.
An asymmetrical wool skirt helps complete a winter capsule wardrobe.
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