Trust Us—These Are the New-Season Buys Reaching Cult Status in 2023

And just like that, another autumn rolls around. Perhaps it was what felt like the briefest summer in history wrapping up early, or maybe it’s our penchant for all things cosy-chic, but we’ve been anticipating the arrival of autumn/winter 2023 for what has felt an age, and now that it’s finally upon us, there’s a lot to get excited about.

When it comes to new-season shopping, figuring out which trends are really worth investing in is an art we’ve got down to a T. After all, not everything that appears on the runway is necessarily strong enough (or wearable enough) to make the cut—and if you didn’t spend last year stocking up on leg warmers and novelty knits, you’ll already know that to be true. But each season there are a select few buys that standout from the crowd; items so instantly impressive that editors, influencers and fashion devotees alike rush to add to their baskets, and this leads us to today’s topic: autumn 2023’s cult buys. 

If you hear the phrase “cult buys” and immediately think of overhyped, overpriced products that come with an extensive waiting list, consider this your introduction to the Who What Wear UK way of shopping. For us, cult buys can come from anywhere and at any price—they’re simply the season’s most-discussed pieces (and for very good reason), and we expect them to stick around long after you see them trending on socials. Think less trend-led items and more timeless talking points. 

After poring over the A/W 23 shows, scouring through street style photographs and tracking the new-in sections of some our favourite brands, we’ve put together a comprehensive list of what we’re confident will be the season’s most sought-after pieces. From the classic coat we rely on year after year to the accessories to watch out for, 2023’s cult buys are smart, classic purchases that you’ll want to wear next autumn, too. 

So keep scrolling to see the nine pieces that our editors are confident are the most double-tap worthy buys of autumn 2023. And when you start to see them all over your social-media feeds, just remember you saw them here first.