Fashion Chat // Has NEXT had a Glow-Up?

Many of us who have grown up with multi-brand, fashion retailer NEXT, know that it has always been a shopping destination that is synonymous with good value, great sales, beautiful childrenswear range, fabulous homeware and a place where you can shop for all the family – be it on the high street or online.

My fondest memories of shopping in NEXT go way back to growing up in Ireland and queuing every St. Stephen’s Day (Boxing Day) after Christmas with friends and family at 5am, waiting for the store to open their doors mega early for their annual January sales. Of course, as we all know, times have changed and sales begin well before Christmas now but many years ago, I knew NEXT as THE place to go to for great January sale bargains.

Was it an uber-fashionable retailer back in the 90’s with all the latest trends to rival H&M, Primark and Zara though? The answer is no. Three decades ago, there was a perception that NEXT was a tad dated and didn’t follow the other high-street retailers when it came to wearable, catwalk inspired trends. They didn’t chase column inches with celebrity endorsements or designer collaborations - that just wasn’t their thing back then. They were mostly known for their stalwart office-appropriate tops and suits, smart-casual outerwear and smart high-heeled shoes. Fast-forward to present day and the last ten years and it’s fair to say that NEXT has not only stayed ‘above water’ despite not being the ‘trendiest’ on the high street – it’s floating high and has also upped its fashion game (with designer and celebrity collaborations), its social presence and its ability to appeal to a younger demographic as well as retain its existing loyal customers. Kudus to the fashion retailer which has gone from strength to strength the past few years with the ability to stay on trend without ever being too trendy.

In fact, latest retail analyst reports in the UK have confirmed that NEXT is only the fourth UK retailer to pass the GBP1billion profit threshold. This is due to the fact that their website has maintained its reputation of being a one-stop shop, helping it to become the UK’s biggest internet clothing retailer plus having an increased portfolio of other established brands on its site such as Reiss, Ted Baker, Boden, Adidas, Nike, Victoria Secret, Estee Lauder, The Ordinary and Laura Ashley. Relatable and wholesome celebrity collaborations with Emma Willis, Rochelle Humes, Myleene Klass and Nadiya Hussain has also catapulted the brand into an attainable and friendly destination to shop. Some may say, they have become the virtual equivalent of the high street found in most towns in the UK.

The brands recent collaboration with British designer, creative director and fashion extraordinaire Tabitha Simmons to launch a collection for Christmas was a genius move. The collab was a masterclass in elevated sophistication with Simmons’ signature feminine aesthetic bringing her designs to the high street making them accessible to everyone. My personal favourite NEXT collab is the one with broadcaster and entrepreneur Rochelle Humes and one which I look forward to every season. Rochelle is known for her chic, paired back, elegant outfits that make an impact and her collection with the brand is 100% fuss-free and aligned with her style along with being well-priced, wearable and on-trend.