It is one of the great blessings of our age that the high street is packed with affordable, wearable, on-trend clothes.

It is one of the great blessings of our age that the high street is packed with affordable, wearable, on-trend clothes. But with that comes the risk that somebody else will be wearing exactly what you are at any given occasion. To avoid mortification, check out these six sneaky online labels.

Rouje


Fans of Parisian style need to know about Rouje. The brand was set up by French model, singer and It girl, Jeanne Damas, whose mantra is “the more effortless you look the more chic you look”. Think pretty summer dresses, slogan t-shirts, excellent denim and sexy silk evening tops.

The Reformation


“Killer clothes that don’t kill the environment” is what this cult US label is all about. Fashion editors love it for its flattering, feminine silhouettes. We love that you can search the site by occasion (cocktail, night out, vacation, wedding) for the ultimate dose of inspiration.

The Hambledon


The Hambledon is, in fact, a physical shop, located in Winchester, but it has a truly fantastic new website. The beautifully selected edit of independent brands – Tinsels, Beck Sondergaard, Lolly’s Laundry, and many more – makes you never want to shop anywhere else. (It’s stationary and homewares are predictably covetable, too.)

Sezane


France’s first online fashion label, Sezane has attracted an army of followers since its UK launch in 2015. Founder, Morgane Sézalory, says: “I started creating my own designs and they were motivated by the desire to create clothes for everyday – for real life, but always with a little twist, be it a beautiful detail, something that makes the product.” We covet the High Mona sandals, the Lexia dress and all of the lingerie.

Great Plains


This London-based brand has been pushing out high-quality basics since 1989. This roster of staples is complemented, these days, by an exciting range of contemporary, fashion-forward styles. We love the Darla Lightweight Denim Jumpsuit and the Betsy Broidery Midi Dress.

Nobody’s Child


Based in the UK, Nobody’s Child does ethical fashion brilliantly. Youthful, playful and affordable, these clothes are not for special occasions – they are for having fun in. Our top picks are the Pink Button Paper Bag Culottes and the Green Bluebelle Sleeve Detail Midi Dress.

April 2018