The Fashion Brands That Make Me Proud to Live in London

It's Fashion Week season! Well, sort of. On a usual runway-packed day, team Who What Wear would be up bright and early, donning our glad rags and hitting the streets of Soho, but in COVID-tainted 2020, elasticated waistbands, slouchy knits and a messy topknot is our FROW look of choice. Sigh. But ever the optimists, we have decided to embrace our new hermit-like existence and celebrate everything that Great British style has to offer—from the comfort of our sofas, anyway.

While we haven't had our usual proximity to the action, we still wanted to find a way to champion the amazing Brit designers whose collections usually hit the runways twice a year. Every fashion editor has a list of names that they particularly look forward to, and here in London, we are spoilt for choice when it comes to talent. From the polished separates of Rejina Pyo and the dreamy colourways of Richard Malone to the It-buy powers of JW Anderson and whimsical volume of Molly Goddard, we compiled a list of all the London brands that we love seeing every fashion week. We miss you, but, as they say, absence makes the heart grow fonder. Scroll down to see and shop our wish list.

Simone Rocha

Best London fashion brands

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Presenting romanticism with a rebellious twist, Simone Rocha has garnered an impressive reputation within fashion circles after her LFW debut in 2010. She went onto e receive the British Womenswear Designer Award at the BFAs in 2016.

Wales Bonner

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Following her graduation from Central Saint Martins in 2014, Grace Wales Bonner started Wales Bonner as a menswear brand, then expanded into womenswear in 2015. Expect immaculate tailoring with the odd pop of print. 

Richard Malone

Best London fashion brands

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With a strong sustainability ethos, Richard Malone is one of the young brands leading the way in supply chain transparency. Earlier this year he was awarded the top International Woolmark Prize for his beautiful tonal knitted ensembles. 

Rixo

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The fashion crowd's go-to brand for a stand-out wedding guest look, Rixo has gone from niche, in-the-know brand to mainstream success over the last few years. Inspired by vintage prints, their dresses combine throwback appeal with modern silhouettes. 

JW Anderson

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JW Anderson knows how to create an It-item, and every season there's another design that captures the hearts of the fashion crowd. Starting out in menswear, Jonathan Anderson soon moved into womenswear that expertly mixes clean-lined tailoring with dramatic silhouettes. 

Eudon Choi

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Eudon Choi is a South Korean designer who moved to London to undertake a MA in womenswear at the Royal College of Art. Cut is key in Choi's work, and his latest collection offered plenty of dramatic cuts alongside wardrobe classics. 

Molly Goddard

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Winner of the 2018 BFC/Vogue Designer Fashion Fund, Molly Goddard launched her eponymous label in 2014 and her frothy tulle designs have since been featured on both celebrities and in hit TV shows (oh hello Villanelle). 

Rejina Pyo

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Created by a woman for women, Rejina Pyo has got contemporary power dressing down to a tee. From puffed-sleeve dresses to unusual accessories, these are pieces that will look great for many seasons to come.

16 Arlington

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From feather-trimmed gowns to head-to-toe leather, 16ARLINGTON makes extra look oh-so chic. A must-see for head-turning eveningwear. 

Richard Quinn

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Known for his emotive runway shows and show-stopping prints, Richard Quinn was the first recipient of the Queen Elizabeth II Award. Embracing dramatic couture finishes and vintage-inspired fabrics, the results are truly red carpet-ready. 

Christopher Kane

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Making his debut in 2006, Christopher Kane has gone onto garner critical acclaim for his subversive yet demure designs, and has become an A-list designer of choice thanks to his bold yet brilliant event looks. 

Shrimps

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Launched by Hannah Weiland in 2013, Shrimps started out offering colourful faux fur outwear pieces, but now boasts a complete ready-to-wear line, which includes cult accessories. 

Ashish

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If you're a fan of all things shiny, then Ashish Gupta is your man. Studying for his MA in fashion design at Central Saint Martins, his name-sake label has become synonymous with high-octane embellished designs. 

Erdem

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Another recipient of the British Fashion Council/Vogue Fashion Fund award, Erdem Moralioglu has brought a contemporary spin to the classic floral print. A must-see for elegant, figure-loving frocks.

Emilia Wickstead

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A firm favourite amongst the fashion-savvy A-list, Emilia Wickstead started out training alongside her mother, a womenswear designer in their native New Zealand. Loved by everyone from Alexa Chung to Kate Middleton, Wickstead's is all about the potential of soft power dressing. 

Best London fashion brands

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A true British establishment, Burberry was founded way back in 1856 by Thomas Burberry, who created durable and water repellent trench coats, which went on to become the brand's signature. Now under the lead of Riccardo Tisci, Burberry's signature check has been reworked for a new generation and features on everything from shirts to tote bags. 
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