Apricot Discount Code, Offers & Deals July 2025

Fashion retail is not known for its subtlety. Most online clothing stores are built on a steady diet of flash sales, breathless banners, and the kind of synthetic enthusiasm usually reserved for timeshare seminars. Apricot, the British high-street brand with a name that sounds more like a candle scent than a clothing label, fits more or less into this ecosystem. But for those with a relatively low tolerance for algorithmically-generated hype, it offers a surprisingly stable shopping experience - and, occasionally, a genuinely decent deal.

The Clothes: Middle of the Road, in a Good Way

Apricot’s offerings skew toward the wearable end of fast fashion - think floral midi dresses, linen-blend joggers, and wrap tops that won’t cause existential regret six months later. The styling leans feminine and boho-adjacent, but rarely veers into costume territory. It’s the kind of wardrobe you could wear to a low-key garden party or a semi-competent Zoom meeting. Not groundbreaking, but mercifully free of rhinestones and slogans.

The quality is what you’d expect at this price point: not terrible, not transcendent. A £45 watercolour floral maxi dress is unlikely to survive a decade of wear, but it will probably make it through a summer wedding and a few brunches unscathed. Buttons stay on. Seams are mostly straight. The fabrics won’t offend your skin or your ethics too aggressively.

The Deals: Real, if Unspectacular

Apricot’s "Seasonal Reductions" section - essentially its version of a sale rail - is where the more pragmatic shopper might look first. Discounts here range from 15% to 50%, with the occasional outlier, like a £25 Polka Dot Bell Sleeve Blouse that was previously £39. Not exactly fire-sale pricing, but enough to justify a mild dopamine hit.

Voucher codes do circulate from time to time - usually 10% off your first order if you sign up for the newsletter, and sporadic site-wide discounts during bank holidays or other vaguely defined events. It’s worth checking for promo codes before checking out, but this isn’t a site where you’ll find secret 70% markdowns hidden behind a paywall or browser extension.

Best Value Buys (for Now)

Among the more reasonably priced options, the £36 Linen Blend Woven Joggers are a decent bet for those who want to look like they made an effort, without actually making one. The £35 Jasmine Floral Wrap Maxi Dress is also a perennial favourite - flattering in a way that suggests design input from someone who has seen a human body before.

And then there’s the £49 Floral Ikat Palazzo Jumpsuit, which appears to be attempting a diplomatic mission between comfort and fashion. It won’t solve the bathroom logistics problem inherent to all jumpsuits, but it might make up for it by being the only thing you need to wear above and below the waist.

The Verdict: Manage Expectations, Save a Little

Apricot is not trying to revolutionise your wardrobe. It’s not even really trying to impress you. But if you want a few well-priced pieces that won’t fall apart in the wash or make you question your life choices, it’s a respectable option. The deals are real, if not dramatic, and the overall experience is refreshingly free of gimmickry.

Just don’t expect the clothes to change your life. And maybe double-knot the belt on that wrap dress - just in case.

What you need to know