The 11 most stylish British labels to watch right now - and what to buy from them

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Quilted jacket, £229, Barbour x Alexa Chung
Quilted jacket, £229, Barbour x Alexa Chung

Showcasing the spring/summer 2022 collections, London Fashion Week begins today, with a mix of digital and physical presentations and shows. Previewing next season’s trends and must-have pieces is always exciting, but for those in need of some inspiration for what to wear and buy right now, look no further.

To celebrate LFW, I’ve highlighted 11 exciting British brands - from the high street to high end - all of which have made it through a tumultuous 18 months for retail, and have created stylish pieces that will update your look for the new season.

From the It knit, to modern gold hoop earrings, here are the brands to watch and the pieces you can shop…


Why it’s great: Mashu is a vegan leather accessories label which is designed in London, with health and welfare of the environment at the heart of the brand. It's super stylish, too - think geometric designs, stylish colourways, wooden handles and metallic straps.

What to buy now: One of the brand's latest designs - the Cassiopeia - combines cork and vegan leather for a tote unlike anything you've seen before. Cassiopeia bag, £432, Mashu

Alexa Chung

Why it’s great: Alexa Chung’s eponymous fashion line epitomises her own trend-led style, a stamp she’s added to her latest collection in collaboration with British label Barbour. With both bold hues and neutral shades in classic jacket styles, there’s something for everyone.

What to buy now: The standout jacket is the yellow mac with a chic tan collar. Jackie jacket, £279, Alexa Chung x Barbour


Why it’s great: Crush Cashmere launched in the midst of the pandemic in 2020, with a range of (rather timely) cheery knits. Its ethos is CRUSH (which stands for creative, responsible, unique, sustainable, happy) and the outcome is sustainable luxury cashmere in bright hues and easy-to-wear shapes.

What to buy now: This sweet wrap cardi works on its own now, and under a blazer come winter. Ballet wrap cardigan, £209, Crush


Why it’s great: British label Reiss has long been synonymous with workwear, but over the course of the pandemic, it successfully pivoted to an offering of luxe lounge styles. As the world reopened, it wisely combined the two elements with a new season collection that ticks every box - the brand recently announced its summer 2021 figures were up 52% on the same time last year.

What to buy now: These high-waisted flares are easier to wear than you might think. Pair with a denim shirt and tan ballet flats. Flared trousers, £138, Reiss

Kai Collective

Why it’s great: Kai Collective’s signature bold swirl print is a bespoke design, and the statement print has been hugely successful for the London-based label. In a move that fans of the brand have loved, Kai has created a range of ‘at home’ pieces, including a luxury robe in the It print.

What to buy now: Nothing will keep you as chic and cosy on the sofa like its Gaia robe. The Gaia robe, £195, Kai Collective

Chinti & Parker

Why it’s great: Next month it's launching a collection in collaboration with the shopping platform Collagerie, and you can expect fashion-forward colour-block styles in classic Chinti shapes. In the meantime, it’s knitwear collection (naturally) is top notch, combining wool and cashmere for luxe investment pieces.

What to buy now: A ‘curtain reveal’ is the way to wear your cardi this season, and this fine style is ideal. Cardigan, £195, Chinti & Parker


Why it’s great: Florian is a leather accessories brand designed in London, and one glance at its offering will make you aware of its USP: bright, minimal handbags. Designer Tola Adeagbo grew up in London and wanted to create a sleek leather line that spoke to that. Her designs are equally as classic as they are edgy, and sit nicely in the modern woman's wardrobe.

What to buy now: A colour-block bag is a must against a neutral coat in the cold months. Amelia bag with chain strap, from £175, Florian London

Tona The Label

Why it’s great: Founded and designed by a stylist and fashion editor, sustainable swimwear brand Tona The Label was always set to be a stylish hit. It combines high quality materials with chic prints and flattering styles, and offers an impressively inclusive sizing range.

What to buy now: You’d be hard pressed to choose between its comfy towelling or 70s-esque prints, but this quirky checkered print is fun and unique. Milly top, £75, and Dolly bottoms, £60, Tona


Why it’s great: Kitri is well known for creating a must-have dress of the season that floods our Instagram feeds - rather impressive for a small London-based label. This autumn sees its final collaboration with the ever-stylish Jessie Bush, which we predict will be a sellout, so it’s worth checking that out, too.

What to buy now: The Lorna pink striped knit, which offers a colourful twist on this autumn’s It jumper, which we’ve already been waxing lyrical about. Lorna knit, £95, Kitri


Why it’s great: The family-run jewellery label Otiumberg always has a slick new collection up its sleeve, and combined with its impressive sustainable credentials, it's the perfect British jewellery label to invest in this season.

What to buy now: Its gold earrings are as timeless as they are modern, and these twisty hoops are the brand's latest design. Ribbon hoops, £190, Otiumberg

Half Baked

Why it’s great: Half Baked specialises in versatile swimwear, so even if you don’t have a green list holiday planned, its swimsuits double as sleek bodysuits, which are big news for the new season. It’s a black-owned brand hailing from East London, where the pieces are still designed and made.

What to buy now: Its signature seamless swimsuit. Sylvia swimsuit, £120, Half Baked

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