ELEVATED BASICS FROM H&M

H&M was the first to spot this gap in the market. Its H&M Premium range uses only top-quality fabrics; leather, wool, cashmere, silk and linen. Prices go up to £229.99, but everything sells well despite its main range not having a reputation for longevity.

MUST-HAVE ITEM: Oversized cashmere jumper, £99.99. Leather Chelsea boot, £79.99.

VERDICT: Everyday basics, in quality fabrics, at prices that aren’t out of reach. Winning.