The 5 New Brands You Need To Know This London Fashion Week
London Fashion Week has long been a launchpad for fresh talent. The place where many brands have cut their teeth before going on to shape the global fashion landscape. And, while British fashion has faced its fair share of challenges this year, London Fashion Week continues to be a hotbed of creativity, championing young designers with something new to say. This season is no different, with a blend of established names and rising stars. Although some familiar favorites like JW Anderson and Molly Goddard are notably absent from the schedule, several emerging designers are making their mark on the official lineup. Here are some of the names to keep on your radar:
Maxmillian Raynor
With Lady Gaga and Chappell Roan among his fans, Maximilian Raynor, who graduated from Central Saint Martins last year, has quickly cemented himself as one to watch.
Known for his avant-garde gowns and experimental textures, Raynor’s upcoming collection, which will be shown on Thursday evening at a private off-schedule event, is expected to be bold. Followed by an afterparty at Soho’s cult independent luxury concept store, Machine-A, the young designer is kicking off Fashion Week with a bang.
Talia Byre
From a private presentation in her Hackney-based studio to the shop floor of cult bookshop Tenderbooks, Talia Byre has spent recent seasons cultivating a close-knit London-based community. However, for AW25, founder Talia Lipkin-Connor is stepping onto the official London Fashion Week schedule for the first time.
The brand has gained a reputation among the fashion set for its new vision for womenswear, blending spirited silhouettes, bold colours and prints with snappy tailoring and slinky drapes.
Abigail Ajobi
Founded in 2020, British-Nigerian designer Abigail Ajobi’s namesake brand is driven by storytelling, using print-based designs to address important social issues. Using solely upcycled and deadstock materials, Ajobi was awarded University of the Arts London’s Enterprise Award for her contributions to sustainability and community empowerment, and she has recently been shortlisted for the BFC's prestigious Newgen initiative.
Ajobi’s technicolour graphic prints, plastered on sporty streetwear staples, each speak to her experiences growing up in London. Her London Fashion Week debut is set to be a highlight, as she brings her community together on the fashion week stage for the first time.
Keburia
Founded in 2015, Georgian womenswear and accessories brand Keburia’s playful designs have gained celebrity endorsements from the Hadid Sisters, Miley Cyrus and Kaia Gerber. Full skirts, skinny sunglasses and cheeky logo T-shirts are part of the brand’s aesthetic, but there is power in founder George Keburia’s message.
Keburia often uses his collections as a sartorial call to arms, paying homage to the resilience of women and the LGBTQ+ community in his hometown of Tbilisi. Drawing inspiration from military uniforms, his designs showcase fashion’s ability to serve as a form of protest. Loud, proud and unapologetic, Keburia’s debut on the LFW schedule is likely to be a spectacle.
Jawara Alleyne
By now, we’re all familiar with Rihanna’s 'favourite designer,' Jawara Alleyne, and for good reason. This season, Alleyne makes his on-schedule debut after years of hosting buzzworthy off-schedule shows.
If his past presentations are anything to go by, expect a dramatic and immersive showcase featuring moody catwalk performances, theatrical settings and pieces crafted from upcycled fabrics punctuated with safety pins. His commitment to sustainability and storytelling through fashion continues to set him apart as one of London’s most exciting names.
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