The Labels to Shop in your 30s – from High Street to High End


In my tentative 20s, my shopping habits were nothing short of haphazard.  I was living at home while I studied at university. They were days of little responsibility – no mortgage, no clients, no kids.  I viewed the minuscule income I earned from my casual retail job as disposable. And boy, did I dispose of it! Save for public transport, phone bills and the occasional textbook, I had no qualms spending a full week’s pay on clothes… and that included full price Zimmermann. 

My relationship with money has changed and, thinking back, I wish I had developed healthier savings habits early on. While I don’t wish away the freedom that I enjoyed to spend my money exactly how I wanted at that time – I wasn’t a big drinker or party goer – I realise that most of my money was hanging in my closet. 

My 20s were a time for growth but now that I’m in my mid-30s, married and a mum, I’ve matured in both my spending habits and my personal style. 


My love for fashion hasn’t diminished by any means, it has just evolved to take into account the other areas in my life that require priority. 

As such, I have a different approach to shopping now.  As you would have seen in my post outlining my style goals for 2020, I’m continuing to apply a strategic and considered approach when purchasing any new pieces. 

Here is my trusty list of labels that I’ve enjoyed shopping in my 30s to suit all budgets from high street to high end:

Zara: $40 – $150

If I’m looking for a well-made piece on the trendy side of the spectrum, I always look to Zara. You can pick up a top from $40 and a blazer from as little as $70. They’re reliable if you’ve got gaps to fill in your work wardrobe and if you shop smart, you can find pieces that will last you for years.

Marks & Spencer: $30 – $80

I only recently tried out Marks & Spencer’s clothing range after collaborating with them at the end of 2019. As part of my partnership, they kindly gave me a voucher to spend and I picked up a couple of pencil skirts and a few knits for work. The quality of their pieces exceeded my expectations. I was particularly impressed with their ‘Cashmilon’ knits – they only set you back $32.50.

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While there is no freestanding store to shop here in Australia – their online store is very user-friendly. I’m looking to repurchase more of their knits when the weather cools.

Uniqlo: $40 – $100

Uniqlo is a magical wonderland of quality basics. Linen, cashmere, merino – they’ve got it all covered. I’ve been wearing their 100% cashmere jumpers for years both to work and on weekends and their EZY ankle pants are great for work and only set you back $50 a pair. I particularly enjoy the convenience of their in-house alterations service and always take advantage whenever I’m buying pants. It saves me a trip to the tailor.

Everlane: $100 – $300

Everlane’s transparency and sustainability ethos sets it apart from other high-street retailers. In recent times, Everlane has focused on utilising recycled materials and repurposing them into garments. I have their ReWool Double-Breasted Overcoat (made of recycled wool and nylon) and it will be on high rotation this winter.

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I’m looking to continue to build a solid wardrobe of good quality basics. Everlane’s minimal aesthetic is right up my alley.

The Frankie Shop: $200 – $500

I’ve been slightly obsessed with The Frankie Shop since coveting the outfits of all my favourite fashion editors/bloggers wearing it last year to all the major fashion weeks. Their pieces are luxe and minimal – all with very reasonable price tags.

I have a pair of their Bea trousers (~$300) and I’m so impressed with their quality. Shipping to Australia isn’t the most streamlined process from their online store, so I rely on Net-A-Porter to get my fix. You can check out my picks from The Frankie Shop’s collection in a dedicated blog post here.

Reiss: $200 – $700

Reiss is the upper end of the high street. Their tailored pieces are exceptional quality (suit jackets from $600) as are their coats (from $650) of which I have two.

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Reiss is stocked locally in Australia (at David Jones) but I prefer to shop it online from John Lewis or Selfridges because the prices are much better. 

Scanlan Theodore: $300 – $800

My love for Scanlan Theodore should be no secret to any of you following me on Instagram. I’m the proud owner of quite of few of their pieces.

When I was at university, I put the label up on a pedestal, and dreamed of the day that I would wear their suits to work. It was an amazing feeling to finally acquire several of their pieces and as you know, since I don’t stop banging on about the label, I’m a regular customer. I cannot recommend this label highly enough for investing in forever pieces for your wardrobe.

Theory: $300 – $1,500

Like Scanlan Theodore, Theory had always been the epitome of ‘making it’ for me when it came to dressing for work. It was a huge ‘fashion milestone’ of mine when I bought my first Theory piece – this trench coat – on sale no less (and still available here (international link) and here – (AU link)). Their pieces are so well tailored, I’m really looking forward to adding more of their pieces to my wardrobe in the coming years.

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See my comprehensive review of my Prada bag here.

So that rounds up my list of my favourite labels that I’ve enjoyed shopping in my 30s. I’d love to hear of the labels that you’ve enjoyed shopping.

As always, thanks for stopping by!



  1. Meghan
    January 26, 2020 / 2:05 am

    Such a wonderful way to traverse the plethora of options for those of us in our 30s

    • whatveewore
      January 26, 2020 / 10:34 am

      Thank you!

  2. Thea
    January 26, 2020 / 10:10 am

    I had that Frankie Shop jumpsuit in my basket on Net-A-Porter yesterday but removed it and now you’ve made me tempted again!!!

    • whatveewore
      January 26, 2020 / 10:33 am

      Which colour?! The khaki one has been on my wishlist forever!

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