10 Key Items That Have Brit-Girl Written ALL Over Them

Anyone who has ever taken an interest in London fashion has most likely been to—or really wanted to go to—Browns boutique on the city's South Molton Street. Since opening in 1970, it's long been a hive of young designer activity and a trailblazer when it comes to stocking high-fashion labels first. Co-founder Joan Burstein—or Mrs. B as everyone in the industry so fondly calls her—can be credited with stocking the likes of John Galliano and Alexander McQueen before anyone else.

Now, Browns is going through another exciting phase, with a gigantic relaunch swinging into action as we type. From the logo through to the website, from a whopping 68 new brands on offer through to a revamped in-store experience, there's a LOT going on that you'll want to know about. A year ago Holli Rogers (previously of Net-a-Porter) took the reins as CEO, and the store has already seen triple digit growth—so if any fashion team knows a thing or two about what really sells in London, it's her crew. 

Which is why we've tapped the store's inside talents to find out what the ultimate London-girl shopping list looks like today. Keep reading to see what the Browns buyers have up their (probably Vetements) sleeves…

1. the it bag

2. a loud coat

3. above-average ankle boots

Related: What London Girls Have Really Been Wearing This Month

4. re-worked jeans

5. an oversize sweatshirt

5. stilettos you can last in

6. any kind of perfect-fit blazer

7. the zip-up track top

Related: 12 British Girls Show Us How to Dress for a Night Out

8. the scarf that uplifts all dark outfits

9. The Pretty-grunge skirt

10. A motif tee

Hannah Almassi
Editor in Chief

Hannah Almassi is the editor in chief of Who What Wear UK. Hannah has been part of the the Who What Wear brand since 2015, when she was headhunted to launch the UK sister site and social channels, implement a localised content strategy and build out the editorial team. She joined following a seven-year tenure at Grazia magazine, where she led front-of-book news, fashion features and shopping specials as fashion news and features editor. With experience in both print and digital across fashion and beauty, Hannah has over 16 years in the field as a journalist, editor, content strategist and brand consultant. Hannah has interviewed industry heavyweights such as designers including Marc Jacobs and Jonathan Anderson through to arbiters of taste including Katie Grand and Anna Dello Russo. A skilled moderator and lecturer specialising in the shift to digital media and e-commerce, Hannah’s opinion and work has been sought by the likes of CNBC, BBC, The Sunday Times Style, The Times, The Telegraph and MatchesFashion.com, among many others. Hannah is often called upon for her take on trends, becoming known as a person with their finger of the pulse of what’s happening in the fashion space for stylish Brits.

Hannah currently resides in Eastbourne with her photographer husband, incredibly busy son and highly Instagrammable cat.