Your wardrobe will love… Atterley

When it comes to shopping for fashion in the digital age, there’s so much choice available (so many must-have items from a 24/7 global marketplace) that the experience can feel overwhelming. Fortunately, Atterley has come to the busy woman’s rescue with a sleek fashion website that streamlines the process. Think a tightly edited collection of chic, affordable womenswear – ‘pieces that will work together in your wardrobe’ – all beautifully presented and easy to navigate.

Crepe flared culottes, £75, French Connection

Cotton skirt, £38, Atterley

The genius of Atterley starts right from your inbox with an email rounding up the key looks via inspiring streetstyle snaps. You can have your shopping list ready and then translate your wish-list to reality on the site. Styling tips on every page and ‘list-it’ buttons for moodboarding favourite items all add to the buying experience.

Bib front shirt dress, £21, Atterley

The clothes themselves are pieces you’ll really wear: sophisticated trend-led styles such as this season’s must-have culottes and striped shirts, as well as timeless items including Breton tops and easy knitwear.

Mom acid wash jeans, £48, Waven

There’s a good selection of denim from boyfriends and skinnies to dungarees and mom jeans. Labels are from hard-to-find brands such as Ganni, Filippa K and Day Birger et Mikkelsen alongside high-street faves including French Connection and Vero Moda.

Sleeveless shirt dress, £45, Atterley

Atterley’s own line will be your go-to for pared-back staples and softly tailored separates (think crisp cotton shirts and dresses, fluid palazzo trousers). Everything is affordable, too – high-street prices only better quality fabrics and cut.

Leather backpack, £110, Selected Femme

The less-is-more approach extends to accessories with leather duffel bags and backpacks, plus funky flats from Birkenstocks, Solsana sandals and Superga trainers.

Quality and price are central to Atterley’s success: founder Katie Starmer-Smith (formerly a Jigsaw buyer) had a lightbulb moment when she realised there was a gap in the market for ‘sophisticated but time poor’ women who wanted grown-up, chic garments at high-street prices. Cue Atterley Road’s launch in 2012. The brand has just had a major revamp, dropping the ‘Road’ from its name and hiring an e-tail dream team, CEO Sally-Anne Newson (ex eBay and ASOS) and creative director Becky Leeson (formerly ASOS and Topshop) who will focus on Atterley’s own brand.

Linen shirt, £55, Atterley

You can sneak a preview of the AW15 range on the site – crisp cotton shirting in moss green, pinstripe wide leg trousers and a Victorian-inspried maxi dress – which hits the store in July. Why not put your name on the waiting list here? Your wardrobe will thank you.

All images courtesy of Atterley