The Less-Mainstream Fashion Finds I'm Wearing Instead of the Obvious Ones in 2026

Bettina Looney is a Who What Wear editor in residence, stylist, tastemaker, entrepreneur, and creative consultant recognized for her curated eye and cross-industry influence. Spanning fashion, interiors, and beauty, she translates style into substance through private styling at The Bettina Looney Edit.

The last time I was visiting and walking around London, I realized I had walked past the same luxury brands so many times in under 10 minutes that I had basically stopped seeing them. Same bags, same colors, same windows—just slightly different displays. At some point, my brain just felt overloaded and overwhelmed. It felt like scrolling on Instagram but in real life.

I remember walking past these stores years ago with so much excitement. Now I will see the same bag multiple times in a single day in a window, in a store, on social media, on someone walking past me, and instead of wanting it more, I feel almost a bit overtaken by it. It’s as if the exposure does the opposite of what it is meant to do. Desire turns into pressure. It's as if you are meant to buy it simply because it keeps appearing in front of you.

Luxury sometimes felt like something you discovered by accident. I still remember buying my very first designer handbag in London. It was a Balenciaga bag that I bought from Selfridges. I was 24 and had worked my ass off for it, and I could only afford it because I knew the sales associate, and they gave me their 40% discount. Back then, the concession was tiny. There weren’t endless options or walls of product. Just a handful of bags and limited stock. It felt like I had really picked out something special and out of the ordinary, not something I had been conditioned to want after seeing it a thousand times. I still have that bag, and I’ll hold on to it forever.

And it’s not that luxury has become easier to access. If anything, it feels more out of reach than ever. Prices have shifted dramatically. A designer pair of shoes that once cost $450 now sits at well over $1000. And yet, despite that, the sense of occasion can feel harder to find.

This is something my friends and I talk about all the time. Shopping feels strange right now. Big retailers are closing. Stock often feels repetitive. At the same time, we’re being flooded with Reels telling us what brands we should buy and wear now. I find it to be information overload. It starts to feel like taste is being decided collectively, and just when you think you’ve caught up, the next items begin to appear.

Something I’ve loved using lately, and consider a bit of a magic trick, is the Phia app. It makes shopping for vintage and well-priced pieces dangerously easy but also easier to filter and find. Sometimes, the best way to shop these days is to let someone else do the filtering for you.

Whether that’s platforms like Phia, Indyx, or Whering that help you curate and understand what you already own, or working with personal shoppers and stylists like The Bettina Looney Edit, Gab Waller, and Georgina Downe, who do the hours of searching for you, it’s tailored for you and makes the process feel easier.

I don’t think people are done with fashion at all. I think individuality feels far more interesting than logos right now. A bit of personality, style, taste. Pieces that feel like you because they’re different, not because they’re everywhere. And honestly, that’s what feels exciting again to me. It takes the pressure off. Shopping doesn’t have to be about keeping up or getting it right. It can be slower, more enjoyable, more personal. Sometimes all you need is the right place, or the right person, to look.

Below are some of the pieces from the less-mainstream brands I'm wearing to set my outfits apart from everyone else's.

The Shoes I Haven't Taken Off

These pumps by UK-based shoe brand Hagelstam have become such a staple in my wardrobe.

Shop the Hagelstam Topaz Pumps

The Perfect Wool Dress

This dress has become one of my favorite recent purchases. I love the silhouette and styling it up with a fun belt. It’s also currently on sale.

Shop the Carven Wool-Twill Mini Dress

Le Monde Béryl Dream Shoes

I fell in love with the brand's fun designs and chic prints. I love that they're also all sustainably made in Italy.

Shop Le Monde Béryl Shoes

Alfie Navy Matching Sets

Such a comfy and easy yet very put-together look. I’ve worn this for date nights and even to the airport.

Shop an Alfie Navy Set

The Perfect Brand for Summer

Dôen has become my go-to for the perfect summer dresses. The brand has the most gorgeous silk pieces that I continue to wear year after year.

Shop the Dôen Dress

More of My Favorite Under-the-Radar Finds