My Go-To Mid-Tier Brands

Firstly, let me start by saying what I consider mid-tier might be very different to you, so to clarify, mid-tier to me means the in-between brands that aren’t chain stores and aren’t high-end designers. I’ve mentioned and written about some of these brands before, but I thought they were worth revisiting as we battle through the colder months and might need a nice little pick-me-up before the new season truly hits.

Fancy events and must-have classic items aside, when I’m in need of a shopping hit I generally look up these guys before anyone else, because I know they’ll be within budget and cater to my personal style. I don’t see the point in pretending to you guys (or myself!) that I’m head to toe in The Row or Khaite when I certainly am not. While I do love designer and own pieces from high-end labels (usually on sale from NAP, to be honest), day to day I’m championing these mid-tier heroes who make up a huge chunk of my wardrobe.

There are, of course, a lot of brands which fall into this category, particularly Australian ones, but to be authentic I have to mention the ones I genuinely buy from and rely on. Here are some of my affordable faves…

Friends With Frank

They’re not all about coats, although they do do those very well. Melbourne-based Friends With Frank are an excellent stopover for beautiful knits, skirts of all shapes, and separates that fill the contemporary-cool workwear void.

A. Emery

I was an early champion of A.Emery when they released their first footwear collection, and it’s been awesome to see them fly as such a chic and reliable brand that now includes gorgeous clothing. Expensive looking apparel minus the heart attack price tag is a big win in my books.

Arket

You surely know how much I love Arket by now, but in case you don’t, this is the Swedish-related brand to H&M and I love their almost trend-less approach to fashion. I check out Arket regularly knowing I can always rely on them for great shirting, fun dresses, excellent handbags and adorable kids wear (that my kids think they’re too cool to wear now!).

Cos

Another H&M brand but perhaps more serious in fabrication and style, Cos is a go-to for quality clothing at an affordable price. I also must mention their accessories, particularly jewellery and handbags, as they sell out each season with good reason, as well as their evening wear which is surprisingly sexy for such a (generally speaking) non-sexy brand.

& Other Stories

You guessed it, another H&M brand disguised as something more flirty and fun. You can now get a great range from The Iconic (as well as direct from their own website), and it reminds me a little of Topshop back in its heyday. I love their knits, outerwear and accessories, but they also do very cool leather shoes and jewellery if you get in quick enough.

Faithfull The Brand

What’s a Holiday Wardrobe without a little Faithfull? The quintessential label for dresses, swimwear, and separates, Faithfull The Brand has matured with age and is now a champion at linen dresses, matching sets and resort wear that is more sleek than frou-frou.

Some honourable mentions must also go to J.Crew, Everlane, and Massimo Dutti, who I also check regularly for an affordable fashion fix. One of my favourite Aussie labels, Matteau, is on the borderline of mid-tier and high-end (to me), so I didn’t include as a lot of their pieces are now over $500.