There are so many great brands to choose from on the high street these days that it's hard to know where to start when you need to replenish your wardrobe – and especially at the beginning of the new season, when time is of the essence and must-have items are likely to sell out.
Even browsing online stores can be an insurmountable task, clicking through endless pages of products, which, it turns out, is about as much fun as trawling through a bargain bin at an outlet centre.
So with careful consideration, Katie Starmer-Smith, a former buyer for Jigsaw, has launched Atterley Road, a new online store which will stock a concise collection of brands, blended and edited to work seamlessly together, to help you to shop for your new wardrobe without any old-fashioned hard work.
Having spent nine years at Jigsaw, Starmer-Smith brings a similarly casual and chic aesthetic to the project. There's nothing too scarily fashion-forward, and while most pieces play it quite safe, the selection has been thoughtfully collated to complement other pieces on the site, according to the time-honoured rules of a capsule wardrobe. Pieces from popular high-street labels such as Whistles, Hobbs and Jigsaw are available alongside independent brands such as American Vintage, Malene Birger, MADE, Made in Heaven Jeans and Filippa K.
And the clothes are as effortless as the website: click to find pretty floral dresses, chambray blouses, military jackets and a well-stocked accessories section. Your one-stop shopping experience – as well as your new look – is polished from head to toe.