Fashion brands

The best fashion brands to buy during that tricky “in-between” phase in your 30s

Your thirties are often a time of transition and you need a wardrobe that reflects your changing lifestyle.

Chances are you don’t go out every weekend anymore, maybe you take your career seriously – and thanks to the confidence that comes with age, you no longer feel the need to adhere to every new trend.

Additionally, if you have more disposable income, you might be ready to move away from fast fashion and invest in more durable pieces.

However, finding clothes that fit the bill can be a challenge. As author Emma Gannon said in a tweet that resonated with many other 30-somethings: “I don’t know where to buy my clothes anymore…I don’t want to wear the clothes I loved in twenties, but I’m not.” but able to embrace the “cool 40s” look either.

So what is the solution ? If you’re in a sartorial rut, it’s time to broaden your horizons and embrace your next fashion phase with brands catering to a more adult audience, but still with that undeniable cool factor.

Here we’ve rounded up some of the best brands for stylish 30-somethings…



Hush Milos denim shirt, £59; Brook trousers, £75; Laucala mules, £110; Metallic Nina Bag, £45

Favoring a laid-back aesthetic with pops of color, Hush ( is known for its boyish joggers and sweatshirts (perfect for the weekend or working from home), timeless jeans, flowing dresses and her beautiful leather bags.



Baukjen Charlotte dress, £169 (shoes, designer owned)

Sustainable fashion brand Baukjen ( is B Corp certified (meaning it adheres to the highest environmental standards) and recently launched a rental program – so you can borrow or buy its blouses and dresses online. always popular organic cotton, its denim essentials and quality basics.


Kitri Dalia Mono Wave Polo, £125; Dylan Apple Green skirt, £115 (boots, designer’s own)

Specializing in bold prints, bright colors and edgy designs, indie label Kitri ( is a favorite with social media style stars, who love its retro-inspired knits, outfits easy-to-wear daytime dresses and cocktail dresses that stand out.


H&M’s cool older sister, COS ( – which stands for “style collection” – is all about modern minimalism.

The Swedish brand is brilliant for workwear, with oversized cotton shirts, relaxed fits and well-made basics stocked all year round.

Karen Millen

Known for her glamorous evening wear, Karen Millen ( has recently made a name for herself with her powerful cuts.

The Anti Fit collection of blazers, pants, skirts and outerwear will update your workwear wardrobe.

Olivier Bonas

(Oliver Bonas/PA)

Oliver Bonas Blue Check Ruched Top Midi Dress, £89.50

The Oliver Bonas ( aesthetic is, much like the brand’s gifts and homewares, cute and quirky.

You’ll find boyish jumpsuits and overalls alongside frilly dresses and sassy skirts, plus a fantastic range of bags and jewelry.


It’s not a brand per se, but fashion resale platform Depop ( is amazing for finding high-quality second-hand clothes, shoes, and accessories from many of the aforementioned brands.

Enter a brand name in the search bar and filter by size and price to see what discount gems you can find.

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