11 cool and affordable brands that will make you forget Zara (maybe)

You might not even get withdrawal symptoms

You might not even get withdrawal symptoms

No one needs convincing of how amazing Zara is, hardly a day goes by where a shiny new Zara delivery box doesn’t get delivered in the office. In fact, it was recently revealed that it has now surpassed Topshop as the nation’s high street favourite.

But sometimes, let’s be honest here, it gets a bit annoying seeing three other girls on the tube wearing the exact same jacket as you.

Which is why we thought we’d broaden your shopping horizons a bit and share a few cool brands we think you’ll love just as much.


Think of this as Zara’s posher little sister (it’s own by the same group, Inditex). It’s got a slightly higher price point but the collections are better curated, still edgy, and have a definite premium quality to them.

Shop now: Gingham dress with pom pom for £95 from Uterqüe


Founded in Berlin but based in LA, Koshka is all about discovering up-and-coming designers, and it sells its own affordable line of quirky accessories and cool clothes.

Finery London

Finery London’s motto is simple: ‘Design that's contemporary but forever, beautiful but accessible, for women who love clothes as much as we do.’ Think classics with a fun twist like a classic white shirt with oversized bows, or a gingham print jumpsuit.

Shop now: Lotus Pleated Peonies Printed Dress for £149 from Finery

A Common Space

Another LA-based brand, A Common Space curates your wardrobe so you don’t have to. We love its modern essentials that are utterly timeless. Check out the Style Edit section to find out how to work the latest trends into your wardrobe.


Head to Loéil for couture looks at designer prices. The aesthetic is feminine, structured but fun.

Videos you may like:

Video you may like:

Shop now: Soliel dress for £98 from Loéil


This Korean fashion store is perfect if you’re looking for that hero piece that’ll transform your look.

Shop now: Tartan square neck dress for £37 from Stylenanda

Front Row Shop

Dubbed ‘the Chinese answer to Zara’, Front Row takes inspiration from the catwalk for trend-led pieces at high street prices.

Shop now: FRS oversized sporty coat for £82.62 from Front Row Shop


We’re not quite sure why it took Stradivarius this long to become a thing in the UK, if we’re honest. Another one of Inditex’s babies, it’s got a bit of a younger vibe and is slightly cheaper too. What’s not to love?

Shop now: Embroidered top for £29.99 from Stradivarius

Pixie Market

While Pixie Market showcases designers, it also has its own line of catwalk-inspired pieces. Their style is chic and contemporary, and new pieces often sell out fast.

Shop now: Khaki snap button jumpsuit for £115 from Pixie Market

Olive Clothing

Olive Clothing is the perfect example of contemporary British fashion (it’s based in Cheltenham). We particularly love the embroidered pieces. Their flat lays on Facebook are also pretty good.

Shop now: Button down sleeveless pinafore dress for £69 from Olive Clothing

Style Mafia

This Miami-based clothing brand is where fashion girls in the know go to shop affordable avant-garde pieces.

Shop now: Exaggerated structured shoulder top for £82 from Style Mafia Now you know where to go the next time you need a trendy fashion hit.

Penny Goldstone

Penny Goldstone is the Digital Fashion Editor at Marie Claire, covering everything from catwalk trends to royal fashion and the latest high street and Instagram must-haves.

Penny grew up in France and studied languages and law at the Sorbonne Nouvelle University in Paris before moving to the UK for her MA in multimedia journalism at Bournemouth University. She moved to the UK permanently and has never looked back (though she does go back regularly to stock up on cheese and wine).

Although she's always loved fashion - she used to create scrapbooks of her favourite trends and looks, including Sienna Miller and Kate Moss' boho phase - her first job was at MoneySavingExpert.com, sourcing the best deals for everything from restaurants to designer sales.

However she quit after two years to follow her true passion, fashion journalism, and after many years of internships and freelance stints at magazines including Red, Cosmopolitan, Stylist and Good Housekeeping, landed her dream job as the Digital Fashion Editor at Marie Claire UK.

Her favourite part of the job is discovering new brands and meeting designers, and travelling the world to attend events and fashion shows. Seeing her first Chanel runway IRL at Paris Fashion Week was a true pinch-me moment.