The 10 Lesser-Known High-Street Brands I'm Shopping Instead of Zara Right Now

Plus, our edit of their best new-in buys.

Although the big-name high-street brands—e.g., Zara, Mango, Topshop—will always have a special place in my heart, there's something exciting about coming across a lesser-known label. Of course, there's nothing wrong with buying into the latest viral look; however, as all true fashion lovers will know, it can be easy to become disillusioned by the identikit ensembles that can come from sticking to the sartorially well-trodden path.

My solution? Take some time every few months to dig around online and discover some new brands. This will ensure that your wardrobe is kept fresh, diverse and unique, and help avoid the awkward outfit-clash moment. To save you time, I've scoured the internet and interrogated the Who What Wear team to find our top eight lesser-known affordable brands and their best new-in pieces. Prepare to smugly name-drop these labels next time you're out with your fashion-loving friends.

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