Replica 15 Expensive-Looking COS, Reformation and Massimo Dutti Buys

(Image credit: Massimo, COS, Reformation)

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.

15 Expensive-Looking COS, Reformation Massimo Dutti Buys:

Best New-In Pieces From COS:

COS

Merino Wool Funnel-Neck Cardigan

Dreamy.

COS

Nouveau Shoulder Bag - Leather

This will instantly elevate any 2026 look.

COS

Rounded Double-Faced Wool Jacket

A forever jacket.

COS

Reprise Straight-Leg Jeans

COS's bestselling reprise jeans now come in this classic indigo shade.

COS

Collared Merino Wool Cardigan

I actually already have this and probably wear it at least twice a week.

Best New-In Pieces From Reformation:

Reformation

Jo Regenerative Wool Oversized Crew

If you told me this knit was designer, I would so believe you.

Reformation

Veda Kendall Suede Jacket

A real gem of a jacket that will go with so many outfits.

Reformation

Terra Sneaker

I didn't think trainers could look elegant, but here I am, proven wrong!

Reformation

Lucia Linen Jacket

There's nothing I enjoy more than a collarless blazer.

Reformation

Val 90s Mid Rise Straight Jeans

A great pair of straight-leg jeans that feel very 2026.

Best New-In Pieces From Massimo Dutti:

Massimo Dutti

Cotton Blend Argyle Knit Cardigan

Officially in my granny cardi era.

Massimo Dutti

Crackled Leather Ballet Flats

My first purchase of 2026 is going to be a pair of burgundy ballet flats.

Massimo Dutti

Knit Sweater With Scarf Detail

So elegant.

Massimo Dutti

Wool Blend High Neck Coat With Button Fastening

This looks so polished.

Massimo Dutti

Wool Blend Cable-Knit Cardigan

I know I'll reach for this every weekend.

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Remy Farrell is a London-based fashion editor with 10 years of experience covering fashion, beauty and lifestyle. After graduating with a journalism degree and working on the fashion teams for titles such as Grazia, Elle, and British Vogue, she moved into the luxury e-commerce sector, working as fashion assistant at TheOutnet.com After expanding an assisting and styling portfolio that includes talent such as Gigi Hadid, Victoria Beckham and Miquita Oliver, she ventured into beauty, compiling reviews and diverse beauty content.

In her role as fashion editor at Who What Wear, Remy is interested in discovering new brands to share with the WWW UK readership, and loves uncovering hidden gems to make shopping accessible to everyone.