Couture

I Know You're Stylish If You're Wearing This New British Brand That Rivals COS and Reformation

Arteof is a new independent British brand on our fashion editors' radar. Click here to shop our favourite pieces.

Находки31 октября 2026 г.

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ARTEOF
(Image credit: ARTEOF)ARTEOF
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At Who What Wear UK, one of our favourite things is discovering an independent label. Of course, I'll always have time for a great high-street find or a designer piece I've been saving up for, but there's something particularly lovely about finding a smaller brand that you might not have come across otherwise. Especially when it's female-founded and homegrown, too. Just this week, in fact, a new one landed on my radar and instantly caught my attention: Arteof.

ARTEOF FRANCESSCA SAFARI
(Image credit: @francescasaffari)@francescasaffari

Launched in September 2026 by Harri Rands and Lucy Bevan, the duo formerly behind creative direction at Mint Velvet, Arteof is a new British womenswear brand built around a rather simple idea: our wardrobes should work around our lives, not the other way around. Since launching, the brand has already released two drops, each bringing together elevated athleisure, chic base layers, lovely knitwear and the sort of jackets you'll find yourself reaching for on repeat. It's essentially a collection of easy, but genuinely stylish, pieces that make getting dressed that little bit simpler.

ARETOF NEW BRITISH BRAND
(Image credit: Arteof)Arteof

And with autumn/winter dressing on my mind (something I'm famously not the biggest fan of), I'm particularly on the lookout for pieces that feel comfortable but still look put-together. So, I've had a browse through the latest capsule and picked out the Arteof pieces that I'd genuinely consider adding to my own wardrobe. Scroll on to see my picks.

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