In my experience of being a fashion editor, Black Friday encourages one of two personalities in shoppers. Either you’re the type of person with a spreadsheet of links in order of priority, or you steadfastly bury your head in the sand, too scared to engage until the internet has returned to “normal”. I used to be firmly in the latter camp. I’ve come to realise, however, that if you want to make a meaningful dent in Christmas, or finally treat yourself to that blender/those loafers, now might be the moment to embrace Black Friday and the onslaught of discounts coming our way.
Vogue’s top Black Friday fashion picks on the high-street
Whether or not you start making a spreadsheet is your call, but what you should absolutely do is to scour the high street ahead of time. And if that sounds like a full-time job, luckily, we’ve done a lot of the leg work for you by cherry-picking the best sale buys – and for retailers that haven’t yet gone into sale ahead of Black Friday, bookmarking what you might want to look at adding to basket before Cyber Week.
Shop Vogue’s edit of the best Black Friday high-street deals
Asos
Asos stocks a vast range of big-name brands, spanning trainers, clothing and accessories. Our top picks? A lace cami slip from Mango, which you can wear with sandals in the summer and boots in the colder months, a wrap coat from Weekday, Adidas’s cult Japan trainers in a striking red shade and Arket’s cult Cloud loose jeans.
& Other Stories
& Other Stories has discounted plenty of partywear, which is great news if you’ve got places to go but “nothing to wear” syndrome. From pointed slingback heels to an asymmetric slip and failsafe belted trench to throw on top, there’s something for every style personality.
Levi’s
Shopping for denim this Black Friday? Let Levi’s be your first port-of-call. With discounts across a wealth of styles, from baggy jeans to straight-legs, bootcut silhouettes and denim jackets – in a variety of washes and finishes – there’s plenty to pick from.
Allsaints
While many high-street retailers choose to take a streamlined approach to Black Friday, applying discounts to only a selection of products, Allsaints is offering 30 per cent off across everything, including leather jackets, suede pieces, dresses and knitwear.
Whistles
Whistles may excel at summer dressing, but its workwear is similarly lauded on the high street. This Black Friday, I would recommend investing in failsafe items that will see you through office days and beyond: think colourful collared knits that will pair perfectly with the brand’s longline wool coat and barrel-leg, wool-blend trousers.
H&M
H&M’s seasonal reductions have already started, with rich pickings in the world of outerwear and accompanying wardrobe staples. My pick would be the longline wool-blend coat from the latest H&M Studio drop that’s guaranteed to both keep you warm and go the distance in your wardrobe so that, next winter, you’ll be ready for whatever the weather throws at you.
Boden
Boden’s well-crafted autumn basics will make getting dressed a whole lot easier this winter. Personally, I’ve got my eye on the brand’s perfectly-formed corduroy trousers, its suede loafer-clogs and its crew-neck cardigans.
Reiss
Its polished selection of outerwear means that Reiss, once primarily associated with dresses and work staples, has become something of a go-to for coats. I’ve got my eye on a few of the faux-fur jackets, too, so fingers crossed they end up getting discounted.
French Connection
With a sale category full of elevated shirting, tailored outwear and office-appropriate jeans, French Connection’s discounted range is something of a one-stop-shop if you’re looking to update your work wardrobe.
Uniqlo
Famously good at technical gear that will make your winter marginally less bitter, Uniqlo also hits the mark when it comes to utility-wear that’s designed for life – not just a season. I’m thinking of its best-selling blocktech parka, faux-fur-lined puffas and easy-to-wear shoulder bags.
Cos
Cos’s winter offering is unbeatable on the high street, their high-neck tops and weighty wool trousers should be bookmarked, ready to see you well beyond Black Friday.
When does Black Friday start for high-street brands?
Black Friday officially falls on 28 November, but sales usually start much earlier in the month, with some brands starting their discounts as early as the first or second week and stretching right up to Cyber Monday, which this year falls on 1 December. You’ll put yourself in prime position by signing up to each retailer’s newsletter (you’re more likely to be granted early access or, at the very least, be alerted as to when their sales have commenced).
What to expect from the high-street Black Friday sales
It’s hard to say with some brands remaining tight-lipped about when exactly their sales begin, but my guess is that you can expect deals of 50 per cent or more at some retailers.
Which high-street fashion brands have the best Black Friday sales?
That slightly depends on what you’re looking for, which is why our team has truffled out its must-have buys from retailers such as & Other Stories, Cos, Reiss and Whistles, all of which, aesthetically-speaking, are the opposite of an “impulse buy”.
What are the Vogue editors shopping in the high-street Black Friday sales?
Team Vogue takes a considered approach to shopping all year round – especially during the Black Friday sales. In fact, their strategy barely changes during this period: the savviest in the office keep a wishlist handy at all times, so that they’re only ever buying something that they’ve thought about for at least a few months. This includes specifics like, say, a designer bag, in addition to more general items, like a black coat, new jumper or pair of boots.
As for what we’ve got our eye on in the high-street sales? It’s never a bad idea to browse basics the moment sales begin, since a great white tee or tank top can provide foundations for many an outfit, whatever the season. Cos, Uniqlo and Arket excel in this department.
High-ticket categories like outerwear and footwear are also worth your attention. This year, there are generous discounts across everything from puffers to bomber jackets, wool coats and trenches, as well as party-ready heels, trainers and loafers.
And while it can be helpful to hear about what other people have their eye on, it’s important to only invest in something if you see it blending seamlessly with what you already own. Peers can provide plenty of inspiration – for example, a WhatsApp message in a group chat signposting a good deal will never go amiss! – but remember to always refer back to your wardrobe and personal style.