Of the four big fashion cities, London is renowned for being the most experimental and devil may care. The creative environment is like a crucible for the next generation of designers and style pioneers. The proof is in the pudding, as such—just look at fashion institutions such as Central St. Martins and London College of Fashion that have seen the likes of Alexander McQueen, Mary Katrantzou and Jonathan Saunders graduate and burst onto the scene with instant success and game-changing ideas. The new breed of talent has a particularly contemporary edge to its look, the pieces are highly wearable and have approachable price points (Good news for us all). While the current schedule at London Fashion Week is impressive enough, the new crop of young talent is always bubbling up and we like to be early adopters to cult labels in the making.
Scroll down to read about three brands that are on our radar and shop our picks!
Camilla Elphick is an emerging young British shoe designer that launched in S/S 15. Founder and Creative Director Camilla graduated from Parsons, New York and Cordwainers, London. Her graduate collection, ‘So Bad It’s Good’ turned the heads of the fashion press and spurred the designer to turn her ideas into a brand. Having worked with Sophia Webster, Donna Karan, Charlotte Olympia and Nicholas Kirkwood, she is certainly one to watch. This is your go-to brand for conversation-starting accessories with kitsch overtones.
Boyfriend and girlfriend Molly and Desmond set up the London-based brand Desmond & Dempsey because she kept borrowing his PJs and it was time to get her her own pair! (A girl after our own heart). After endless searches, they couldn’t find a suitable option that was both chic, ultra wearable and affordable, so, spotting a gap in the market, the entrepreneurial duo set up shop. With early press in Vogue and a covetable range now available in Fortum & Masons, this is the ultimate label for kooky but oh-so-cool long nightshirts, zero-effort sexy shirt and shorts sets and classic PJs. Set the snooze button now.
Bam-B is a contemporary jewellery brand that launched in 2014 and has immediately gained a lot of love from fashion editors the world over. Founding designers Brittany Glossop and Caitlin Briody showcased the early collections in pop-up art galleries across London. Every piece is handcrafted in their studio using traditional craftsmanship techniques and designed with minimalistic simplicity in mind. Bam-B’s fans include Lady Gaga, Pandora Sykes, W Magazine and Dazed.
Which new brands are on your radar? Let us know in the comments below.