Everyone will mistake these 13 new-season buys from F&F for designer – and they’re all under £35

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If you’d asked me a few years ago where I’d expect to find the most expensive-looking pieces on the high street, a supermarket probably wouldn’t have been my first answer. But lately? Some of the best fashion finds have been hiding in plain sight between the weekly food shop and the household essentials. Case in point: F&F’s new-season collection.

As someone whose job involves scrolling through runway collections and new-in drops on a daily basis, I’ve become pretty good at spotting the details that make something look premium. It’s rarely about loud logos or eye-watering price tags. Instead, it’s thoughtful tailoring, elevated fabrics, modern silhouettes and those little design touches that wouldn’t look out of place in a designer boutique.

That’s exactly why F&F’s latest drop caught my attention.

There’s a noticeable shift towards clean, minimalist dressing, with beautifully cut wide-leg trousers, relaxed co-ords and simple separates that look far more expensive than their price tags suggest. The muted colour palette feels incredibly polished, while details like soft draping, elegant pleats, textured fabrics and contemporary necklines give each piece a designer feel.

I’m particularly impressed by the matching sets. Whether it’s the effortlessly chic cowl-neck T-shirt paired with coordinating wide-leg trousers, the textured tie-front co-ord or the checked suit that wouldn’t look out of place at Copenhagen Fashion Week, they tap into one of the biggest trends we’re seeing right now: easy, head-to-toe dressing that does all the hard work for you. Worn together, they create the illusion of a thoughtfully styled outfit, but they’re just as versatile mixed with the rest of your wardrobe.

Elsewhere, there are plenty of standalone heroes too. The pleated culottes have that flowing, oversized silhouette that’s become synonymous with luxury labels, while the belted tailored trousers rival pairs I’ve saved from brands costing four times as much. Even wardrobe staples, like the classic white T-shirt and square-neck midi dress, feel elevated thanks to their considered cuts and timeless simplicity.

Perhaps my favourite surprise is the polka dot funnel-neck jacket. It strikes that sweet spot between sporty and fashion-forward, giving me serious Miu Miu and Prada energy without the four-figure price tag. And with every piece in this edit coming in at £35 or less, refreshing your autumn wardrobe suddenly feels a whole lot more achievable.

Below, I’ve rounded up the 13 new-season F&F buys I genuinely think people will assume are designer. Don’t be surprised if they sell out sooner rather than later.