It all started with a dress – the Galaxy, to be precise (and we don’t mean Roland Mouret). Online label Atterley’s intergalactic-print maxi racked up many of the 380 pre-orders in under a week when it debuted on the site last month.
So Grazia undertook further fashion research in order to compile an edit of the season’s other mostwanted pieces – get on the waiting list now or you might miss out. This phenomenon has grown because brands are wising up to the lucrative idea of keeping customers in the loop.
It’s now the norm, especially on the high street, for new-season lookbooks or pieces to be revealed as teasers before launching in store. This means you can either get in touch and state your claim early, or use the increasingly common email alert functions for ‘coming soon’ items online. Due to the interest in these pieces, stores and labels are either drawing up waiting lists, thinking of upping the amount of products or even getting key buys on to the shop floor early.
So what will you order? Here are this season’s most sought after…
The Hottest Products to Pre-Order Now
1 of 18blue-suede-uterque--boots
When these fantastic navy suede lace-up boots arrive on uterque.com in a few weeks, the amount of requests they’ve already generated are a sure sign they won’t hang around... £165, uterque.com, available beginning of September
2 of 18Camilla-Elphick-625-Silver-Lining-Boot
Apparently Alexa Chung ordered these Camilla Elphick boots after wearing them on a shoot. She’s not the only keen bean- there are over 50 enquiries at stockist VeryExclusive. £625 veryexclusive.co.uk, available from September.
3 of 18Whistles
The bright orange Selby cropped trousers havebeen top of the list for Whistles wardrobe additions you’re most likely to buy. £150, whistles.com, available in September
4 of 18Pink City Dress £248.00
When this autumn/winter Free People dress landed as a preview a few weeks ago, it sold out within a day. It’s now back, so you’d best be quick. £248, freepeople.com, available now.
5 of 18bimba-y-lola-glove-dress
Bimba Y Lola are known for distinctive prints you won’t find anywhere else on the high street. No wonder this XXL glove- emblazoned dress is provoking an enquiries pile-up. £320, bimbaylola. com, available now
6 of 18very-embroidered-jacket
Demand has been tremendously high for this bargain buy from Very before it drops at the end of the month – the perfect in-between-seasons cover-up. £39, very.co.uk, available end of August
7 of 18HM-quilted-bomber-jacket
As given the green light by celebrity wearer Kendall Jenner, H&M have had numerous shoppers interested in trying to get hold of this jacket before it arrives next month. £119, H&M Studio, hm.com, available 10 September
8 of 18roll-neck
Stripes+ rollneck = a hybrid of autumn’s easiest and potentially biggest trends. That’s surely why this Suno catwalk number made it onto many shopping lists at New York Fashion Week. £385, sunony.com, available from September
9 of 18coast
Coast’s swishy skirtshave caused stampedesin the past – this onedoesn’t arrive untilOctober and still hasa booming waiting list. Expect more of thesame elbow-shoving.£165, coaststores.com, available from October
10 of 18bag
The Rebecca Minkoff label is growing from a go-to for girls in the know to bona- fide maker of It bags – see Olivia Palermo and co. This Patti Smith-inspired guitar-strapped number is proving very popular. Bag £252, tassels £30 each, rebeccaminkoff.com
11 of 18finery
Finery London only launched last season, but it’s fast becoming a cult hotspot for affordable, adventurous designs. Our sources inform us this trench has caused quite a stir... £165, finerylondon.com.
12 of 18topshop-skirt
There was an impressive waiting list for this River Island skirt and we can see why – the colour- blocking detail looks way beyond its price tag. £45, riverisland.com, available start of September
13 of 18dungarees
Remember the winter of the pink coat? Ganni’s was just as popular as Marks & Spencer’s, you know. A similar surge is expected for these amazing leather dungas. £390, ganni.com, available in November
14 of 18fur-coat
Modelled by Gigi Hadid in Topshop’s latest campaign, this leo coat whipped up a storm before it even hit stores. £89, topshop.com
15 of 18shrimps-coat
As soon as Shrimps’ coats land in stores, they fly out again and we’ve heard that this particular new style (worn by Laura Bailey) has garnered the most interest of them all. £635, selfridges.com, available now
16 of 18tibi-shoes
Tibi’s best bits include off-the-shoulder tops and culottes, but their shoes are the current hot ticket. These shearling flats are finally on sale and are practically running into your wardrobes…£276 tibi.com, available now.
17 of 18atterley
After being released online as a preview before becoming available next week, this all-year-round winner of a maxi, aka The Galaxy, now had an eager 380 shoppers in waiting... £115, atterley.com
18 of 18zara-coat
This Zara Maxi coart sold out in the US in days. Get ready to see this coat everywhere this Winter...