I’m not one for panic-buying or making useless splurges in the sales. Rather, my tactics are the same as many editors at Who What Wear UK, and we all apply our trusty shopping methods during Amazon Prime Day week. Whether it’s wise beauty restocks (replacing your empties will never be a mistake) or classic shoe styles, this is a time to invest in tried-and-tested pieces rather than risk your hard-earned cash on something radically different.
This is why, when it comes to fashion, it pays to choose simple, elevated items that are neither on-trend nor out of style, but classic and long-lasting.
So when it came to searching through hundreds of thousands of Amazon Prime Day Deals, I thought it best to keep my all-important filter in mind. It’s also worth noting that this discount moment isn’t the best for fashion—you’ll find amazing deals on household essentials or once-in-a-blue-moon tech and gadgets, but the style offering is limited. That’s why in the edit below I haven’t solely stuck to pieces that are on sale, but rather incorporated a few full-price items to create a selection of chic, understated fashion buys that you really can find on Amazon. With just 14 simple items that all come in at under £60 each (most for even less), I’ve pulled together multiple outfits that look anything but cheap, and the rotation of looks could definitely be pushed even further. It’s highly likely you’ll already own many of these basics and can recreate some easy outfits without even spending a pound. Keep scrolling to see…
Style Notes: A linen waistcoat and shorts is a great way to do tailoring in the summer. These two pieces together make an impact, but they’re also easy to separate out and create various other looks with.
Amazon-stocked brand Amazhiyu has lots of linen basics.
The Bottega dupes everyone is raving about.
Not all sizes are in the Prime Day sales, but some are!
A simple basket bag will never look dated.
These come in lots of colourways, but the tan is the chicest.
Style Notes: I often go hunting on Amazon for random specialist brands that organically provide a trending style (without sometimes even knowing it’s trending). Case in point: This Victorian nightwear label is perfect for the nap dress trend.
The easiest, breeziest summer dress around.
Style Notes: A plain-tee-and-slip-skirt combination can look casual or fancy depending on your accessories.
Amazon’s self-proclaimed “perfect” tee has 4.2 out of 5 when it comes to reviews—I’d say that’s getting pretty close to perfect.
Butter yellow is the expensive colour du jour. What’s more, the Maya slip skirt goes up to a 5X Plus—a great sizing range.
Black handbags are infinitely useful, but this one brings a little extra pizzazz.
The curved heel makes these look a lot more premium than their price tag.
Style Notes: Summer layering in 2023 is all about oversized shirts thrown over everything. Add a pair of kitten heels and a mini bag for ’90s bonus points.
This would look just as good tucked into jeans as it would chucked over a bikini.
Neat shoulder bags will still be trending for a long time to come.
Style Notes: I always like belting an oversized summer dress to style up a casual silhouette for the evening. Add in grounding black accessories for a constrast.
I don’t like to generalise, but I do think every wardrobe benefits from a handful of simple belts in neutral colours.
Style Notes: Linen shirts can also look good with slip skirts, especially when you wear one open over a crop top—ideal for those days when you don’t know what the weather will do.
I appreciate the multipack options when it comes to wardrobe pillars on Amazon.
Love them so much you need gold and silver? Here we go.
This cuddly bag is equally good in gold—great for wedding season.
The simplest of sandals are always the most expensive-looking.
There are some premium classics to be found.
This kind of easy arms-free style is still trending.
Loved by the likes of Jessica Skye, this crochet dress is on sale in some sizes.
This basic midi comes in many colours, but it’s the black that’s discounted right now.
It’s so hard to find navy shoes, and they’re really useful.
A roomy dress for hot, hot days. Next Up: I’m a Stylist—I tell my clients to wear these 5 shoe trends with jeans
