The high street’s fashion offering is forever improving, with designer collaborations, capsule collections and creative ranges in no short supply. In fact, many a fashion fan might even feel a little spoilt for choice when it comes to shopping. This, of course, also comes with its drawbacks.

In addition to the sustainability issues surrounding mass-produced garments and ethical concerns associated with many low-cost fashion brands there’s the less important but still noteworthy aspect surrounding an absence of individuality. Most high street shoppers will be familiar with the sense of disappointment brought on by stepping out in your new purchase only to spy a handful of other people wearing the same outfit.

So, shopping from smaller, higher-quality brands is a surefire way to create a longer-lasting wardrobe of pieces you truly care about. You’re much less likely to turn up at wedding wearing the same frock as someone else and supporting smaller businesses is only going to be beneficial for your future wardrobe – it’s just a case of finding the right brands for you. 

To lift the lid on the labels fashion experts lean towards, we asked one key question to seven different fashion editors: which lesser-known brands do you shop from? And below is the list of their secret shopping finds, expertly scouted out after years of dedicated work. You’re welcome.

Kitty McGee, Stylist’s executive fashion director, says: “I recently discovered the contemporary label Maksu, which has just opened its first store in London. Its designs straddle playful and cool (which is no mean feat) and make pieces that you can’t wait to wear.” 

Visit Maksu

April Ru Wan, Puss Puss fashion features editor, says: “GrandPear always serves quality mohair accessories in the yummiest colourways. Whether it’s signature scarves or tote bags, they always complete my outfit.” 

Visit GrandPear’s Instagram account

Kate Finnigan, freelance fashion editor, says: “Dear Frances’s shoes are always on my wishlist. Contemporary styles made in Italy – they’re just very classy. I love the new seagrass fabric the brand is using across a number of styles this season, as well as its take on the fisherman sandal and crystal mesh ballerinas.” 

Visit Dear Frances

Harriet Davey, freelance fashion editor, says: “I love talking point pieces when it comes to jewellery, so when I discovered Ysso on Instagram, I was instantly hooked. And when I find smaller brands that make a big impact on my outfits, I tend to stay loyal to them for years. While Otiumberg, Loveness Lee and G Lundgren are some of my favourites for classic hoops, rings and necklaces, I like to switch to more statement earrings for summer, which is where Ysso comes in. I recently wore its ‘Cote’ swirl earrings in Santorini (apt, being a Greek brand) and I got so many compliments. I’ll soon be filling my jewellery box with more of these hidden gems.”

Visit Ysso

Lauren Cunningham, freelance fashion editor, says: “Rejina Pyo regularly features at London Fashion Week, so it certainly isn’t lesser-known to anyone in the industry, but it still features in fewer closets than Zara does, so I think it counts. Anytime I wear one of the brand’s expertly crafted dresses, jackets or bikinis, I get a whole host of compliments – and the archive section on the website always boasts great sale finds.” 

Visit Rejina Pyo

Kitty McGee, Stylist’s executive fashion director, says: “Peachaus does great affordable underwear and nightwear – I love its lightweight slouchy trousers, which are perfect for low-key weekends and can be worn for the beach or bed.” 

Visit Peachaus

Images: Rejina Pyo; courtesy of brands