4 Surprising Summer Trends Our London Editors Are Into

There's hardly a trend that our London-based editors aren't willing to test drive. From tie-dye to neon, you name it, they've tried it. This is evidenced by their famed We Try Before You Buy series in which they do just that. There are some surprising trends for, however, that they can’t even believe they’re into for summer this year.

Like most London fashion girls, these editors tend to wear a lot of midi dresses, classic tailoring and slip skirts, but they've all added some unexpected pieces to their wardrobes over the past few months. Our Editor in Chief Hannah Almassi is really into tie-dye ever since she bought a blue swirly midi dress from Zara, while Deputy Editor Emma Spedding has fully embraced the refined neon trend. Keep scrolling to read about their unexpected favourites and, of course, shop each trend.

Hannah Almassi, Editor in Chief, Who What Wear UK

London summer fashion trends: Hannah Almassi in red printed dress


Hannah Almassi

The Trend: Tie-Dye

"I've always thought that tie-dye was for girls far cooler and sportier than me—you know the kind of women who take off in a camper van with just their surfboard and hot, toned friends for company. But this season designers have really given the hippy fabric a solid overhaul into high-fashion territory. It may still not be the kind of trend I'd spend a great deal of money on, but this Zara dress had me at hello. With an elegant, demure silhouette and a really minimalist approach to the colors used within the tie-dye pattern, it ticks all of the grown-up boxes for me."

London summer fashion trends: Emma Spedding in neon warehouse dress


Emma Spedding

The Trend: Neon

“I don’t think I’ve ever bought into a trend that the Kardashians have started before, until this year when I’ve found myself surprisingly into their current styling theme: neon. I have slowly been drawn to fluoro colors, including acid green and electric pink, and have found that it can look a lot more classic than I initially thought if you opt for a softer shade, rather than full Stabilo. I’ve been mainly sticking to highlighter pinks—wearing a bright pink blazer by ASOS and a blouse by Kitri. And now Kalda has me sold on bright lime thanks to its strappy sandals. But I’ll still leave the glow-in-the-dark bodycon and acid cycling shorts to Kylie.”

Joy Montgomery, Shopping Editor, Who What Wear UK

London summer fashion trends: Joy Montgomery


Joy Montgomery

The Trend: Dad Sandals

"Last year was the year of the 'ugly' trend, and boy was I unhappy about it. The dad trainers, the cycling shorts, the Hawaiian shirts—they're just not my thing. Of course, there are plenty of people who worked these looks, but I was content in my bubble of tailored separates and well-cut coats. But something has happened this summer and, shock horror, I've fallen for the latest 'ugly' offering: the dad sandal. It might not be the most elegant thing in the world, but there's something about these orthopedic-style shoes that seems very cool in a minimalist sort of way. They're so comfortable and go with literally everything in my wardrobe: from floaty skirts to jumpsuits. They're particularly helpful for adding an edge to summer dresses, which is great for someone who doesn't always feel comfy in super-girly outfits." 

Elinor Block, Assistant Editor, Who What Wear UK

London summer fashion trends: Topshop zebra dress


Nell Block for Who What Wear

The Trend: Laura Ashley Prints

"As someone who remembers the Laura Ashley prints from the '80s without fondness, I'm surprised how drawn I am to them as these florals are currently experiencing a resurgence. Initially, it was the Batsheva dresses that caught my eye, but then Urban Outfitters' collaboration with Laura Ashley also made me think how chic a bit of chintz can be. As a result, I've been spending long hours trying to bid on original Laura Ashley dresses on eBay. I'm yet to snag a vintage piece, but consider me a convert."