f you’ve ever wandered into a boutique-style high street store and found yourself drawn to timeless prints, flattering silhouettes, and easy-to-wear elegance—chances are, you’ve discovered Apricot.
Founded in the UK, Apricot is a fashion brand that perfectly balances trend-led pieces with wardrobe staples, offering affordable yet stylish options for women who want to look good without trying too hard. With collections inspired by travel, nature, and global trends, Apricot is the go-to for those who love feminine details with a contemporary edge.
From Boutique Vibes to Mainstream Style
Apricot launched with a vision: to create beautiful, wearable clothing that feels boutique—but without the boutique price tag. And they’ve done exactly that. Whether you’re shopping online or in-store at New Look (where Apricot often has a concession), the brand offers a curated experience. Think floral maxi dresses, knitted jumpers, floaty blouses, and tailored trousers—the kind of pieces that transition effortlessly from work to weekend.
The aesthetic? Feminine, flattering, and grown-up without ever being boring. There’s always a nod to the season’s trends—be it autumnal prints, neutral tones, or boho shapes—while keeping things polished and practical.
Why We Love Apricot
✨ Affordable Fashion Without Compromise
Apricot manages to keep prices wallet-friendly without sacrificing quality. Most dresses fall in the £20–£40 range, and you’ll find plenty of pieces made from comfortable, breathable fabrics like cotton and viscose.
🌍 A Conscious Step Forward
Apricot is increasingly moving toward more sustainable practices. The brand has introduced a “Conscious Collection”, featuring garments made from organic or recycled materials. It’s a welcome move for shoppers who want more mindful options without losing style.
🛍 Style for Every Season
Apricot really shines in transitional dressing—those tricky times of year when the weather doesn’t know what it’s doing. Their collections include layering-friendly pieces like light knit cardigans, midi skirts, and ankle-grazing dresses that look great with boots or sandals.
👗 The Dresses Are a Highlight
Let’s be honest—Apricot’s dresses are the stars of the show. Known for flattering cuts, soft materials, and prints that range from ditsy florals to bold geometrics, they suit a wide range of ages and body types. Whether you’re dressing for a casual day out or a dinner date, there’s likely a dress with your name on it.
Who Is Apricot For?
Apricot caters to women of all ages who want stylish, wearable clothes without the pressure of chasing every fleeting trend. If you love brands like Oasis, Monsoon, or Fat Face but want something slightly more affordable or unique, Apricot is worth exploring.
It’s especially great for:
- Women in their late 20s to 50s looking for versatile day-to-night outfits
- Office workers in need of polished yet comfy pieces
- Anyone building a capsule wardrobe with a feminine twist
- Shoppers who appreciate a mix of classic and contemporary fashion
Final Thoughts
In a world full of fast fashion and fleeting fads, Apricot offers something refreshing: timeless pieces that are stylish, accessible, and made for real life. Whether you’re after a statement midi dress, a relaxed knit for layering, or just a few new wardrobe staples, Apricot is a brand that deserves a spot on your radar.
So next time you’re browsing online or strolling through New Look—don’t skip the Apricot section. You might just find your new favourite outfit.
Favourites This Season:
- 🌸 Floral Button-Through Midi Dress – a bestseller for a reason.
- 🧥 Teddy Longline Coat – soft, warm, and on-trend.
- 🖤 Black Stretch Trousers – a smart-casual staple.
- 🧶 Relaxed Roll Neck Knit Jumper – perfect for autumn layering.
