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DON'T DISMISS THE 'MUM' SHOPS (WRITTEN FOR WHO WHAT WEAR)

By Jenny Brownlees, Feb 26 2018 08:28PM

On Who What Wear today, I'm making a case for "Mom shops"


I'm going to guess that these brands aren't rated as highly on your fashion radar--on a shopping trip, they are most likely the stores you simply “don’t look in.” I'm going to urge you to venture from a strict shopping path, as I think you'll be as surprised and delighted as I was at the fashion on offer:


Perhaps you wouldn’t buy every single item from the following stores, but isn’t that true of any brand? What is guaranteed is that you’re missing out on a whole host of delights by omitting them. I often find the below brands offer superior fit and comfort. The focus is on well-cut silhouettes and quality of fabric as much as it is on trends.


The way we shop is changing, with supermarket clothing brands upping their style credentials to compete with high-street retailers. In fact, they contribute £3.1 billion to annual UK clothing sales and as I'm about to show you, can add a trendy update to your wardrobe without you spending big. Similarly, 'catologue' brands Boden and La Redoute are shedding their yummy-mummy image and are fast becoming fashion blogger favourites.


To read the full article and shop my must-have pieces, head over to Who What Wear now.



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