- The Best London Fashion Brands
- 1. Simone Rocha
- 2. Wales Bonner
- 3. Richard Quinn
- 4. JW Anderson
- 5. Eudon Choi
- 6. House Of Sunny
- 7. Molly Goddard
- 8. Rejina Pyo
- 9. 16Arlington
- 10. Shrimps
- 11. Erdem
- 12. Cinta
- 13. Emilia Wickstead
- 14. Burberry
- 15. Stella McCartney
- 16. Ahluwalia
- 17. Victoria Beckham
- 18. Alighieri
- 19. Roksanda
- 20. Chet Lo
- 21. Nensi Dojaka
- 22. Feben
- 23. Chopova Lowena
- 24. Alexander McQueen
- 25. Vivienne Westwood
- 26. Phoebe Philo
- 27. Peachy Den
Ava Gilchrist
As an indisputable epicentre of style and culture, it should come as no surprise that the English capital plays host to many of Britain's best and brightest talents. The best London fashion brands are those that converge innovation with classic 'isms' synonymous with the city, and as fashion month brings all eyes back to the capital, London's influence on fashion has never been stronger.
Over the last few years, we've cultivated some incredible homegrown designers who continue to dominate on the world stage. And with many local-only labels making it in the big league or remaining on domestic soil to etch their names into fashion's annals, there's countless evidence of the sartorial excellence Great British style has to offer.
So, what separates the best London fashion brands from the subpar? Each corner of the sprawling metropolis adheres to their own dress codes, making the very fabric of London fashion one stitched by individuality.
Tension between town and country, history and modernity and tradition and rebellion is also at play, making the best London fashion brands ones that aren't afraid to reject convention—whatever that looks like within the realm of their design methodology.
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 punk mentality of Vivienne Westwood, the dreamy print and edgy silhouettes of Richard Quinn to ever madcap inventions 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.
The 27 Best London Fashion Brands
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's Haute Couture in 2024. You can even spot Who What Wear cover girl Lady Amelia Windsor in a look from the S/S 23 collection. How's that for some notable credentials?
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Debuting in 2020, and instantly becoming the year's defining accessory, Simone Rocha's pearl egg bag has remained an object of our desires ever since.
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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Wales Bonner was one of the first major luxury designers to incorporate sporting codes into its ready-to-wear, which is why their football jerseys and polo knits will always be a favourite.
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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Richard Quinn is revered for his electric floral prints, so investing in one of those pieces is a no-brainer. We love the ruching on this dress.
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. 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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Suede loafers might be a leading footwear trend, but why not wear the penny motif on your arm instead? This brown suede bag from JW Anderson proves his genius at rendering conventional or classic motifs in a new format. (And is sure to be the next big accessory trend.)
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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Elevate your wardrobe fundamentals with this black t-shirt crafted from a silk blend and fastened with two contrasting white ribbons.
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 House Of Sunny's irresistible London charm.
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This gorgeous butter yellow leather jacket is a mainstay in London style circles, but also in high rotation in the closets of chic Scandi women, too.
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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This stunning red mini is the perfect statement summer dress.
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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Rejina Pyo is known for elevating wardrobe basics. Case in point: This sumptuous snake-print leather micro tote.
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 in a chintzy mini), and they have garnered a strong reputation for elevating femininity far beyond pretty dresses to something sexier.
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There's nothing more glamorous than an little black dress. This style features a thigh-grazing length, silky black sequins and an asymmetric shoulder detail.
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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A triangle scarf adds so much texture to your look, and we love styling this knitted variant around our head like a bonnet to bring a touch of playfulness to cold snaps.
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 a penchant for ultra-feminine, ladylike glamour with hints of old Hollywood and plenty of British ardour, Erdem is a must-see. Expect elegant, figure-loving frocks and dreamy accessories.
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This skirt is nothing short of heavenly.
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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Cardigans have transcended the trend cycle and become a bona fide classic staple. We love the cosy red piping on this pointelle style.
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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This shade of green is incredible and typical of the palette you'll find running through Emilia Wickstead's collections.
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. (Along with the heritage check print). 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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A true hallmark of British luxury.
15. Stella McCartney
Conscious dressers will already be well acquainted with Stella McCartney. Established in London in 2001, the eponymous label is best known for its innovative use of animal-free materials like buttery soft vegan leather—all without compromising on great style. Highlights include the label's sharp suiting, rock and roll edge and the true modern classic, the Falabella tote bag.
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Everyone from Victoria Beckham to Hailey Bieber owns a pair of leather pants. These, however, are made from 62% recycled fibres and forest-friendly viscose, making it the stylish and sustainable choice.
16. Ahluwalia
Designer Priya Ahluwalia studied Menswear at the University of Westminster before setting up her label, which honours her London roots and Indian-Nigerian heritage. Creating pieces inspired by her childhood memories of these cultures, the designer delivers vibrant prints and bold colour ways for all body types.
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Ring shapes are having a moment, from ring-handle handbags to the ring accents on this crystal-embellished halter. Aside from the Y2K innuendoes, this top takes inspiration from the Dholak, which is a traditional Indian instrument.
17. Victoria Beckham
Victoria Beckham's namesake label exudes sophistication, from luxurious suiting and exquisitely cut dresses to sleek accessories. Based in London with a flagship London store, the brand has become something of a national treasure—much like Beckham herself.
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From her Victoria Beckham Beauty Satin Kajal Liners to this new Dorian Croc-Effect shoulder bag, the pop-star turned designer knows how to fill gaps we didn't realise needed sealing.
18. Alighieri
Jewellery enthusiasts, meet your new favourite label. Alighieri is inspired by founder Rosh Mahtani's life experiences and her fascination with the poet Dante Alighieri. The statement pieces are crafted from recycled gold and silver, shaped to artistic forms.
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If you liked Bottega Veneta's drop earrings, you'll adore these organic-shaped versions handmade from recycled silver.
19. Roksanda
Serbian-born designer Roksanda Ilinčić moved to the UK to undertake an MA in Womenswear at Central Saint Martins, going on to found her eponymous label with vivid colour blocking, sculptural shapes and impeccable craftsmanship at its core. Expect fluid fabrications and striking prints from this London label's latest collection.
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Come for the lurid colour combinations, stay for the masterful draping.
20. Chet Lo
After debuting in London-based talent incubator program Fashion East's Spring/Summer 2022 collection, Asian-American designer Chet Lo has sliced out an acidic niche with their lucid and fluid creations. His textured, and now signature, spikes give the wearer a form of proverbial armour, like the ones present in the Chinese folklore tales he was told growing up. His colours are reminiscent of the neon tones of the nascent internet age and are already garnering a fan base including Zendaya and Maya Jama.
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London designers know all too well how to craft a silhouette to combat the frigid weather, but this popcorn-style 'useless skinny scarf' turns this concept on its head with its electric colourway and spiky accents.
21. Nensi Dojaka
Albanian-born, London-based fashion designer Nensi Dojaka helped to defined the 'naked dress' trend with her collection of lingerie-inspired pieces. As a graduate of Central Saint Martins, her pieces juxtapose the fragility of femininity with the strength and sensuality innate to her structural garment construction. In 2021, Dojaka took home one of the industry's most prestigious awards, the LVMH Prize, before cementing herself as a modern auteur with a collaboration with Calvin Klein in 2024.
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The delicate panelling and contrasting piecework are two staples of Nensi Dojaka's design methodology. This piece combines them both with an undertone of sensuality and romance through the sheer fabric.
22. Feben
Another graduate of Central Saint Martins, the mononymously-known Feben completed her studies as a recipient of the Isabella Blow Foundation scholarship in 2020. As an Ethiopian raised in Sweden, notions of diaspora and surrealism blend together in her work, which draws influence from all over the world.
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A black mini skirt is the foundation of numerous effortlessly elevated outfits, and this one enhances any look thanks to the textured velvet finish.
23. Chopova Lowena
Helmed by Emma Chopova and Laura Lowena, the self-titled avant-garde powerhouse is quickly becoming one of the most desired London-based fashion brands around. Inherently sustainable and rendered with a punk pagan edge, Chopova Lowena's pieces are all made from deadstock fabric and crafted in folkloric traditions. Their skirts, which are all hand-pleated, are their most well-known silhouette.
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This dress features an ever-so-British check print but still feels modern with the addition of the leather belt and carabiner accents.
24. Alexander McQueen
Alexander McQueen is one of England's most prominent designers. He began his career in the 1990s with a shocking and historically rich collection that soon caught the eye of legendary stylist and fashion editor Isabella Blow. His macabre and hauntingly beautiful pieces soon became a fixture in London's fashion scene. Now, the maison is helmed by Irish upstart Seán McGirr, who is reviving some of McQueen's most recognisable creations like the deer headpiece that debuted in the Fall/Winter 2006 collection titled "The Widows of Culloden".
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Even Kate Middleton agrees, you can't pass up Alexander McQueen's tailoring.
25. Vivienne Westwood
No edit of the best London fashion brands would be complete without mention of Vivienne Westwood. Rejecting the conventions of her time, Westwood came to prominence in the 1970s through the revolutionary and provocative clothes she sold from her iconic King's Road boutique in Chelsea. Pieces were ripped to shreds, held together by saftey clips and stamped with anti-establishment political messaging, making Westwood the grand dame of the punk counterculture movement. Today, the label's designs are still graphic and recontextualize the past with a modern edge.
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While Vivienne Westwood's corsets are arguably the investment piece, her heart-shaped bags are an equally coveted accessory. These sweet shapes have been spotted on the shoulders of Lila Moss, Bella Hadid and Taylor Swift.
26. Phoebe Philo
Phoebe Philo is a name synonymous with "Old Céline", an era of the French house marked by the English designer's ten-year tenure from 2008 to 2018. After a brief hiatus, Philo returned with her own namesake label in 2013, re-introducing pieces that made her so beloved: funnel-neck leather bombers to shield from the elements and create an air of mystique, tailored floor-grazing trousers and fitted shirting designed with precision.
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From the scarf leather bomber worn by Kendall Jenner in Los Angeles, a piece that catapulted the cape outerwear trend and has swiftly become one of 2025's biggest shirt trends, to the liquid satin outfit a pregnant Hailey Bieber wore in New York, there's no shortage of enviable Pheobe Philo pieces to own. But as we know, suede bags are the It accessory of the moment, making her medium Kit Cabas bag in khaki suede the style at the top of our wishlist.
27. Peachy Den
Founded by Isabella Weatherby in 2019, Peachy Den has become a cult-favourite fashion label for cool girls across London and abroad. You'll have seen their pieces on the likes of Olivia Dean at Glastonbury—who can forget that candy-hued check set?—and Dua Lipa. Their pieces are inherently dictated by the whims of London as a city, from Saville Row-inspired pinstripe trousers to '60s-esque satin mini dresses Twiggy and Mary Quant would've adored.
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You may have heard a lot of murmuring about being "buttoned to the top", but Peachy Den take the fitted trend to the next level with this flirty trench coat-style dress. Featuring a ruffled mini skirt, double-breasted buttons and a Peter Pan collar, this style can be worn on its own or over trousers.
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