The Epic Sales Our Editors Wait the Entire Year For

Maxine Eggenberger
·6-min read

When sale season rolls around, it can be tempting to treat yourself to a new dress here, or a fresh knit there, all with the added benefit of a discount. But the way we approach sale shopping is the same way we approach regular shopping—we never advise spending needlessly or without a strategy. While there are rare sale shopping unicorns out there—pieces so amazing that you can justify buying them on a whim—we’ve found that, if the item (be it a bag, coat, or shoe) didn’t pique our interest when it was full-price, then we probably shouldn’t buy it just because it’s been reduced.

Contributor Monikh Dale wears a pair of sandals from The Row.

Instead, a hack all editors use is to scout the websites of our favourite brands before the sales even begin, identifying the pieces we’d love to own ahead of time. Then, should we find they’re discounted when the sale starts, we know we’re not spending for the sheer sake of it. So, the big question is, which are the best brands to shop on sale?

Editor in Chief Hannah Almassi wears a checked dress from Ganni.

From our contributor, Monikh Dale, to our Editor in Chief, Hannah Almassi, the entire Who What Wear UK team have come together to reveal the sales they wait the whole year for, categorised every-so-neatly by brand. Scroll below to see the pieces we’re earmarking ahead of the sales, as well as some of our favourite finds that have already been reduced.


Isabel Marant Étoile is the sort of brand which elevates everyday dressing, which is undoubtedly why it's always on our Assistant Editor, Nell Block's, sale shopping hit list. While we're yet to see these pieces marked down, we're not-so-subtly hoping they will be soon.

Isabel Marant Étoile Gastoni Checked Wool-Blend Jacket (£365)

Isabel Marant Étoile Red Perkins Shirred Floral-Print Cotton-Voile Midi Dress (£385)

Isabel Marant Étoile Neac Cropped Army Green Jeans (£190)


Our Shopping Editor, Joy Montgomery, always shops COS's sale. Owing to its sleek tailoring and minimal silhouettes, these are cut-prices investments you won't ever regret making.

COS Wool Collarless Belted Blazer (£75)

COS Cotton Henley-Style Body (£14)

COS Wool-Cashmere Tailored Trousers (£50)


Editor in Chief, Hannah Almassi, and Contributing Editor, Maxine Eggenberger, each have a thing for bags and shoes, so it's little wonder cult brand By Far tops both of their sale shopping priorities. Right now, The Outnet has the best selection of discounted By Far pieces we've seen.

By Far Beige Lopez Glossed-Leather Slingback Sandals (£170)

By Far Ava Suede Shoulder Bag (£252)

By Far Kaia Patent-Leather Sandals (£168)


Okay, okay, so we know we're still in the depths of winter, but that hasn't stopped both Nell and Fashion and Social Media Editor, Zoe Anastasiou adding Faithfull the Brand to their lists. "I'm so ready to wear these pieces come summer 2021", professes Zoe.

Faithfull the Brand Sainte Marie Jumpsuit (£102)

Faithfull the Brand Celia Printed Mini Skirt (£90)

Faithfull the Brand Gianna White Floral Shirred Midi Dress (£177)


Our contributor Monikh Dale has a knack for finding the best high-end pieces, particularly on sale. And now that one of her go-to brands, The Row, has landed on The Outnet, we've loved seeing the discounted pieces she's scooped via Instagram.

The Row Beige Marled Cashmere and Silk-Blend Cardigan (£1876)

The Row Ascot Knotted Leather Shoulder Bag (£1140)

The Row Culotta Brown Striped Cashmere and Silk-Blend Trousers (£678)


Editor, Emma Spedding, and Joy both proclaimed & Other Stories as one of their favourite sale shopping haunts. Its impressive winter sale has already started, and these are the pieces we have our eye on.

& Other Stories Fitted Single Breasted Blazer (£71)

& Other Stories Flared Heel Leather Sock Boots (£94)

& Other Stories Satin Square Neck Midi Dress (£47)


Zoe, Maxine, Emma, and Joy all revealed that Danish brand Ganni is on their sale radar, with Joy saying she always finds the best marked-down items in Liberty's sale. Here are the dresses, tops, and skirts we'll be watching over the festive period.

Ganni Organza Puff-Sleeve Tiered Mini-Dress (£225)

Ganni Oversized Striped Organic Cotton Shirt (£215)

Ganni Pleated Georgette Printed Skirt (£80)


Brands don't come much sleeker than Zara's sister brand, Uterqüe. Like other Inditex companies, Uterqüe's sale can take a week or two to heat up, with initial discounts proving to be minimal. However, once prices start being slashed, you can bet Hannah will be there.

Uterqüe Leather Blazer (£295)

Uterqüe Knot Necklace (£50)

Uterqüe Long Devoré Dress (£185)


Our love of Arket knows no bounds, but it's Emma who always unearths the best pieces from the high street store. While the sale is yet to kick in, these are the items we're hoping will make an appearance in it.

Arket Collared Wool Jumper (£89)

Arket Striped Wool Scarf (£69)

Arket Quilted Long Jacket (£99)


Cool and classy, Rejina Pyo is one of our favourite brands year-round. However, it also does an epic sale, in which Hannah has found many a high-end bargain.

Rejina Pyo Cameron Reversible Roll-Neck Jumper (£225)

Rejina Pyo Olivia Brown Crocodile-Effect Bag (£495)

Rejina Pyo Faye Black Cotton Dress (£695)


From its cult lace-up boots to gorgeous outerwear, Whistles is our one-stop-shop for refined statement pieces that transcend seasons. Here are some pieces that we'd love to see on sale, as well as a staple skirt that's already been discounted.

Whistles Hema Shearling Coat (£995)

Whistles Button-Down Denim Midi Skirt (£55)

Whistles Dahlia Lace-Up Boots (£199)


Rixo's pieces are always in-demand but once they hit the sale? They're like gold dust. This is one brand that it really pays to keep an eye on as sale season progresses. Below are the items we want.

Rixo White Lila Embroidered Blouse (£155)

Rixo Ada Lace-Trimmed Floral-Print Crepe Midi Dress (£275)

Rixo Nell Cropped Intarsia Cotton Sweater (£225)


Maxine used to shop Dôen's sale and have her order shipped to relatives in the US. Now, that it has made its way onto Net-A-Porter, this process has been made significantly easier.

Dôen Nola Embroidered Silk-Satin Maxi Dress (£272)

Dôen Pomme Tie-Detailed Cable-Knit Alpaca-Blend Cardigan (£550)

Dôen Isidore Printed Belted Dress (£345)

Next up, your guide to all of the big spring/summer 2021 trends.

This article originally appeared on Who What Wear

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