The Best Premium Brands on the High Street

When high street goes haute

Words by Emma Tiernan
November 2nd, 2018

Fast fashion has really come under the spotlight lately. With the high street turning out so many different products and styles every week it is hard to keep up with your favourite store’s ‘new in’ section. And while it may seem cheap to shop on the high street, in all reality, you know you are not going to have that €20 jumper hanging in your wardrobe in years to come. But how can you shop consciously while remaining on a budget?

The answer, amusingly, can be found on the high street. With more and more brands joining the sustainability movement, we’re seeing a whole new range of what we call ‘premium’ collections arrive in stores. Created using finer and often more environmentally-friendly materials, these collections, though marketed at a slightly higher price point, are made to last. Often consisting of classic styles, with perfectly tailored separates, snug cashmere jumpers and wool coats, these collections are perfect for creating a more sustainable and affordable capsule wardrobe that will be worn again and again so they’re better for your pocket and the environment. Shop our edit of the best below.

Topshop Boutique 

Topshop Boutique is aimed at the modern stylish woman. Expect simple fabric manipulations, clever layering and draping on traditional, oversized shapes.

Reserved Re. Design

This Polish brand is relatively new on our radars, launching its UK website just last year. It has been a hit ever since, with its fashionable collections and bank-friendly prices. Their premium collection, Reserved Re. Design, has the building blocks of the perfect capsule wardrobe at quite a reasonable cost, making it our go-to for beginners looking to start investing in sustainable pieces.

photo: Reserved Re. Design AW18 Collection Campaign

ASOS White 

ASOS White is the older, more sophisticated sister of ASOS’s own lines. It focuses on simple silhouettes, exquisite tailoring and premium fabrics. It surpasses trends to create timeless pieces that you can have in your wardrobe forever.

Massimo Dutti Limited Edition

The Limited Edition Collection by Massimo Dutti focuses on textures from beautiful silk dresses to corduroy suits. The pieces consist of classic cuts that are timeless yet many of the styles have subtle hints of the current season’s trends.

photo: Reserved Re. Design AW18 Campaign & Massimo Dutti Limited AW18 Campaign

H&M Premium

H&M Premium is all about creating classic pieces that every woman needs in her closet. The designs are curated classic cuts with premium fabrics and tailored pieces from cosy knits to that perfect pair of tailored black trousers.

John Lewis Modern Rarity

Dedicated to design, devoted to quality is the motto of John Lewis’ premium collection, Modern Rarity. The collection consists of warm earth tones with silky blouses and comfy cashmere to create the perfect autumnal capsule wardrobe.