The Very Best London Fashion Brands to Know, Love and Wear Forever

After the post-pandemic return to Fashion Month brought all eyes back to the capital, London's influence on fashion has never been stronger, and now is as good a time as ever to celebrate the very best of British. Over the last few years we've cultivated some incredible home-grown designers that we can't wait to see next season, but Fashion Week isn't the only time to showcase what Great British style has to offer. 

Every fashion editor has a list of names that they gravitate 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 prints of Richard Quinn, to the It-buy powers of JW Anderson and a whole host of smaller, independent designers that should be on your radar, we've compiled a list of the London fashion brands that team Who What Wear UK love. Scroll down to see and shop our wish list.

 1. SIMONE ROCHA

Presenting romanticism with a rebellious twist, Simone Rocha has garnered an impressive reputation within fashion circles after her LFW debut in 2010. She went on to receive the British Womenswear Designer Award at the BFAs in 2016, have a sell-out collaboration with H&M in 2021 and Jean Paul Gaultier in 2024, and you can even spot Who What Wear cover girl Lady Amelia Windsor in a look from the SS '23 collection. How's that for some notable credentials? 

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2. WALES BONNER

Following her graduation from Central Saint Martins in 2014, Grace Wales Bonner started Wales Bonner as a menswear brand and then expanded into womenswear in 2015. You know that Adidas trainer collab that sold out everywhere in days and still hasn't come back into full stock? Yep, that was Grace. Expect immaculate tailoring with the odd pop of print, and references from her Afro Atlantic heritage.

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3. RICHARD QUINN

London-born Richard Quinn honed his craft under tutelage at Christian Dior and Savile Row before setting up his eponymous label in 2017. You'll instantly know Quinn for his bold prints, textiles that play with high fashion sensibility and tongue-in-cheek kink, and for being the only person ever to have Queen Elizabeth II sit front row at his London Fashion Week show.

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4. JW ANDERSON

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, and in 2013 he took his eye for drama to Loewe, creating some of the brand's most covetable pieces to date.

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5. EUDON CHOI

Eudon Choi is a South Korean designer who moved to London to undertake an MA in womenswear at the Royal College of Art. Cut is key when it comes to Choi's work, and his latest collection was due to his signature style: dramatic silhouettes, a strong colour palette, romantic touches and wardrobe classics. 

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6. HOUSE OF SUNNY

You will almost have certainly seen House of Sunny in your Instagram feed or passing you in the street, so huge has the brand's influence been on modern, playful dressing for the 2020s. You may have double tapped Kendall Jenner in that Hockney dress, or Bella Hadid in the brand's Day Tripper cardigan, but the newer seasons are a sleekier, sexier, fashion-forward experience that still keeps HOS's irresistable London charm. 

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7. MOLLY GODDARD

Winner of the 2018 BFC/Vogue Designer Fashion Fund, Molly Goddard launched her eponymous label in 2014, and her frothy, effervescent tulle designs have since been featured both on celebrities and in hit TV shows. (Oh hello, Villanelle.) Fans of fun, flirty, diaphanous dresses, step right up, Molly Goddard is about to be your go-to.

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8. REJINA PYO

Created by a woman for women, Rejina Pyo has got contemporary power dressing down to a T. From puffed-sleeve dresses to standout accessories, Rejina's are pieces that will look great for many seasons to come. Expect modern tailoring, clean lines, and wearable runway styles that focus on both style and substance.

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9. 16ARLINGTON

From feather-trimmed gowns to head-to-toe leather, 16Arlington makes "extra" look oh so chic. It's likely that any head-turning eveningwear or sleek separates that you've seen on the red carpet recently are from 16Arlington (think Alexa Chung at the Fashion Awards), and they have garnered a strong reputation for elevating femininity far beyond pretty dresses to something sexier.

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10. SHRIMPS

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 loved by celebrities and influencers alike. Should 2023's "coquette" aesthetic have grabbed your fancy, you won't find better than Shrimps charming knits, pretty dresses, and statement coats, all adorned with bows, pearls and cute embroidery.

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11. ERDEM

Another recipient of the British Fashion Council/Vogue Fashion Fund award, Erdem Moralioglu has brought a contemporary spin to the classic floral print. For those with penchant for ultra-feminine, ladylike glamour with hint of old Hollywood and plenty of English rose, Erdem is must-see. Expect elegant, figure-loving frocks and dreamy accessories.

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12. CINTA 

If you're drawn to vintage references, playful pieces and sustainable shopping, CINTA needs to be on your list. Taking inspiration from adventure, vintage heirlooms, and a love for whimsical but practical design, CINTA celebrates the joy in dressing up for women of all ages. As mindfulness is at the heart of the brand, CINTA focuses on small runs and seasonal drops with female run factories to ensure a no waste policy. Shopping with real heart. 

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13. EMILIA WICKSTEAD

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 is all about the potential of soft power dressing. 

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14. BURBERRY

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 leadership of former Bottega creative Daniel Lee, Burberry's signature heritage logo has been reworked for a new generation and features on everything from shirts to tote bags.

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This post was originally published at an earlier time and has since been updated.