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
Jacquemus Oversized Check Coat (£530)
"Winter is the time for an investment coat and this one is a street style favourite with its oversize proportions and the print of the season, check. Jacquemus is a brand on every in-the-know Britsh fashion girl’s radar, so this blue-and-white check coat is a great purchase," explains Laura Larbalestier, Browns buying director.
3. above-average ankle boots
4. re-worked jeans
5. an oversize sweatshirt
5. stilettos you can last in
6. any kind of perfect-fit blazer
Blazé Milano Varenne Blazer (£970)
Laura breaks it down: "This immaculately cut blazer covers off two key trends for the season—animal print and tailoring are both must-haves. This blazer is made in Italy and has clever inside pockets, so there’s no need for a bag—one design detail that we know British girls love!"
7. the zip-up track top
Ganni Lace Appliqué Sports Jacket (£180)
"This is the perfect illustration of where fashion meets activewear. We love the mix of lace with this classic sportswear jacket. It’s the perfect casual statement piece. What’s more, it was inspired by Queen Elizabeth (by way of Damon Albarn), which gives even more reason for this to be a piece on top of every British girl's shopping list," explains Laura.
8. the scarf that uplifts all dark outfits
9. The Pretty-grunge skirt
10. A motif tee
Tank Zaha T-Shirt (£55)
"What do you get when you mix a band T-shirt with postmodern starchitects and Tank magazine? You get the coolest tees ever. Exclusive to Browns, at least one of these deserves a spot in any wardrobe," says Laura.
Opening Image: Sandra Semburg