How London, Manchester and Edinburgh Fashion Tastes Are Different

I'd be the first to admit that falling into a London fashion bubble when your HQ is slap-bang in the middle of the city is an easy mistake to make… So that's why I propose opening up our line of vision here at Who What Wear UK. As well as celebrating the best that the fair capital has to offer fashion-wise (and trust me, even on a regular day, London street style is quite spectacular), I'm intrigued to know what our super-cool readers are wearing in Edinburgh, Manchester, Liverpool, Cardiff, Birmingham… You name the city, town, village or hamlet, and if there's a fashion scene happening, I'd like to know about it.

In an age where trends can go global after one Instagram post, it's easy to assume that the differences in regional fashion and style are far from dramatic. We all have a Topshop nearby. We all look at the same blogs. We're all suffering through rubbish weather 95% of the time. Despite all of these valid similarities, when you start drilling down into the data, our cities are worlds apart. We tapped some clever clogs at Lyst to see what the key codes of fashion conduct are right now in London, Manchester and Edinburgh to find out how girls really shop in each city. What do they always gravitate towards? How much are they willing to spend, and how often do they shop?

Keep reading to find out which regional fashion trends we are fascinated by—and see if you agree, no matter where you're from!



Pages by Megan

Megan Ellaby is a blogger based in Manchester who always wears the best hats.

Manchester girls have a tendency to shop little and often rather than making big but infrequent splurges—is it all about the quick fix for a weekend here? You tell us!

Manchester spends the most on designer accessories in comparison to London and Edinburgh. And, in particular, we're looking at Gucci belts and Saint Laurent mini bags. Good choices, ladies.

While Edinburgh's girls like classic purchases (more on that below), other cities in the North tend to favour "novelty" items, such as festival flower crowns, mermaid blankets and slogan tops. 



Pandora Sykes

Pandora Sykes's eclectic style couldn't be more indicative of her London home.

According to Lyst, Londoners spend the most per order: The average fashion spend for Londoners is 8% higher than any other city in the UK. And what are they spending that extra cash on? Black. Black is the most searched for "colour" in regards to clothing and accessories, and it's followed by—you guessed it—pink.

London girls are, according to Lyst, more likely to jump onto microtrends without hesitating. Berets, logo tees and kick-flare jeans have all been heavily bought into in these postcodes.




Joan Collins is an Edinburgh-based blogger you can catch on How Does Joan Do It.

Perhaps it's due to the climate, but shoppers in Edinburgh like to invest in quality classics that see them through the cold weather: Think of classic coats, leather jackets and cashmere jumpers from contemporary brands like Mulberry, L.K.Bennett and Jaeger say Lyst.

Rather than opting for a directional style, you'll tend to see really reliable favourites popping up—like a black Crombie or a simple satchel bag. These are the pieces that can be worn on repeat without fail. Very savvy, you Scots!

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