What’s a person to do when they’re looking for Champagne-worthy fashion on a sparkling water budget? For many, the answer arrives—conveniently and repeatedly—in the form of Zara, H&M and Aritzia. Chances are, every millennial or Gen Z woman has a pair of Effortless pants neatly tucked into her wardrobe. The same could likely be said for that viral pink Zara slip dress or the H&M shoulder bag currently enjoying a second (or third) life on TikTok.
This trio of affordable brands is the sartorial equivalent of a comfort show: dependable, familiar and easy to revisit. Think Friends, The Office and New Girl of the retail world. Are they new? Not even close. But in an era of constant churn and chaos, knowing exactly what to expect when you check out is a quiet luxury in its own right.
Still, allow us to propose something mildly radical: try shopping somewhere new. Don’t worry—we’re not suggesting you ghost Zara altogether. Think of it more as expanding your fashion palette. Dip a toe (or ten) into fresh territory. Who knows? You might stumble upon a new favourite label or a deal that makes your budget look bespoke.
Below, we’ve rounded up 10 editor-approved affordable clothing brands that are as stylish as they are financially sensible. Because budget-friendly style shouldn’t mean copy-paste wardrobes.
Country: Canada Price range: $70-$200 Aesthetic: Off-duty model (EmRata is a fan!) Specialty: Elevated dresses that hit the bullseye on trendy and classic.
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Country: Sweden Price range: $25-$175 Aesthetic: Clean girl minimalism Specialty: The best layer-able basics for your everyday wardrobe rotation. Think collared shirts and ribbed camis in versatile neutrals.
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Country: Canada Price range: $60-$100 Aesthetic: Cute but cozy Specialty: Sweet sweat sets with even sweeter messages. Also, great rugby shirts!
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Country: Greece Price range: $55-$250 Aesthetic: Mamma Mia-approved boho Specialty: Flowing skirts, dresses and tops fit for a Grecian goddess.
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Country: Spain Price range: $70-$200 Aesthetic: Refined tie-dye Specialty: Swirly tops, dresses, skirts and sets that look straight out of a sunset.
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Country: Kosovo Price range: $35-$200 Aesthetic: ’90s Rom-com Specialty: Matching skirt sets that look more expensive than they actually are.
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Country: Australia Price range: $40-$120 Aesthetic: Cool-girl streetwear Specialty: Slouchy but stylish sweaters that say I threw this on and still look this good.
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Country: Sweden Price range: $20-$150 Aesthetic: Scandi-girl minimalism Specialty: Tailored sets sans colour. Think vest and short combos with delightfully whimsical bows.
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Country: Sweden Price range: $15-$175 Aesthetic: Y2K teenage dream Specialty: Instantly go back in time with 2000s throwbacks like halter dresses, crazy prints and low-rise denim.
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Country: Sweden Price range: $50-$190 Aesthetic: Surprising silhouettes Specialty: Interesting shapes that speak for themselves. Picture balloon sleeves with a modern twist.
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