The 20 Most-Purchased Fashion Items of July

If you’re reading this, you probably appreciate how much Who What Wear’s fashion editors love to shop. And they’re really, really good at it. From trend forecasting to street style and celeb outfit IDs, if it’s worth adding to your wardrobe, we’ve probably written about it and included a handy hyperlink (or as we like to say, “shopped it out”). Whether you’re interested in upgrading your work from home outfits, replacing worn-out bras, or simply finding the best jeans for your figure, Who What Wear has you covered.

Now, a new month means it’s time to turn the spotlight back on our favorite shoppers—you!

Below, you will find the most popular fashion pieces under $100 actually purchased by Who What Wear readers (and, let’s be honest, staffers too) over the past month, along with a few notes about why we also love each item. Think of

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11 Fall 2020 Fashion and Footwear Trends You’ll Actually Wear

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Fall is usually fashion’s biggest moment. Highly anticipated by the industry, it’s the season where the average consumer tends to shop the most. Combined, consumers spend almost double on “back to college” and back-to-school for kids than they do during the winter holidays. Pricier items like new coats, boots and other practical, long-wear items are intended to get many shoppers (especially those in seasonal climates) through the colder half of the year.

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But fall ’20 will undoubtedly be different.

The fall ’20 runway season presented just as many possible fall fashion trends as those that came before. But the shows and presentations of fashion month happened in February and March, just as the pandemic was emerging — and before the industry understood the long-term

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A fashion editor reveals Amazon’s 11 best hidden gems, all under $50

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Amazon has surprisingly great basics for summer, fall and beyond. (Photos: Amazon)
Amazon has surprisingly great basics for summer, fall and beyond. (Photos: Amazon)

Fashion guru Andrea Linett, author of The Cool Factor and style blog I Want to Be Herpicks 11 chic staples your closet is craving.

Did you know that Amazon has its own brands of clothing? Ok, maybe you did—but did you know that the pieces are super chic? Seriously. Amazon, as we all know, has it all. But now that the online retailer is overflowing with fashionable goods, never has one-stop shopping been more exciting.

Next time you’re loading your cart with AA batteries and toothpaste, stop and check out the completely affordable and totally fab Amazon house brands, from Lark &

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Face masks, athleisure and sandals are most popular fashion trends right now, new report says

As the coronavirus pandemic continues, people around the world are prioritising comfort and safety, with athleisure, sandals and face masks emerging as the most popular fashion trends, according to a new report.

On Wednesday, global fashion search platform Lyst released its newest 2020 Lyst Index showing the shopping behaviours of more than 9m people per month over a three-month period.

According to the report, which took into account search data on both Lyst and Google, sales, brand and social media mentions and engagement statistics worldwide during the months of April, May and June, the hottest brand in the world right now is Nike.

In addition to knocking Off-White out of the first place spot, where the luxury streetwear brand had been for the last three quarters, Nike’s number one title marked the first time a luxury fashion brand has not taken the top spot since the Lyst Index

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