The Fashion Brands That Make Me Proud to Live in London

Joy Montgomery
·6-min read

It's Fashion Week season! Well, sort of. On a usual runway-packed day, team Who What Wear would be up bright and early, donning our glad rags and hitting the streets of Soho, but in COVID-tainted 2021, elasticated waistbands, slouchy knits and a messy topknot is our FROW look of choice. Sigh. But ever the optimists, we have decided to embrace our new hermit-like existence and celebrate everything that Great British style has to offer—from the comfort of our sofas, anyway.

While we haven't had our usual proximity to the action, we still wanted to find a way to champion the amazing Brit designers whose collections usually hit the runways twice a year. Every fashion editor has a list of names that they particularly look forward to, and here in London, we are spoilt for choice when it comes to talent. From the polished separates of Rejina Pyo and the dreamy colourways of Richard Malone to the It-buy powers of JW Anderson and whimsical volume of Molly Goddard, we compiled a list of all the London brands that we love seeing every fashion week. We miss you, but, as they say, absence makes the heart grow fonder. Scroll down to see and shop our wish list.

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 onto receive the British Womenswear Designer Award at the BFAs in 2016.


Simone Rocha Corset Cotton-Poplin Mini Shirt Dress (£495)

Simone Rocha Cropped Embroidered Cotton-Poplin Straight-Leg Pants (£695)

2. Wales Bonner

Following her graduation from Central Saint Martins in 2014, Grace Wales Bonner started Wales Bonner as a menswear brand, then expanded into womenswear in 2015. Expect immaculate tailoring with the odd pop of print.


Adidas X Wales Bonner Rock Crochet-Collar Twill Overshirt (£250)

Wales Bonner Saint Catherine Denim Midi Skirt (£475)

3. Richard Malone

With a strong sustainability ethos, Richard Malone is one of the young brands leading the way in supply chain transparency. Earlier this year he was awarded the top International Woolmark Prize for his beautiful tonal knitted ensembles.


Richard Malone Double-Breasted Recycled Leather Coat (£1845)

Richard Malone Rear-Vent Wool Long Skirt (£490)

4. Rixo

The fashion crowd's go-to brand for a stand-out wedding guest look, Rixo has gone from niche, in-the-know brand to mainstream success over the last few years. Inspired by vintage prints, their dresses combine throwback appeal with modern silhouettes.


Rixo Lila White Cotton Blouse (£155)

Rixo Arielle Floral-Print Midi Dress (£285)

5. 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.


Jw Anderson Draped-Sleeve Striped Cotton-Poplin Shirt (£420)

Jw Anderson Bi-Colour Square-Toe Flat Leather Loafers (£495)

6. Eudon Choi

Eudon Choi is a South Korean designer who moved to London to undertake a MA in womenswear at the Royal College of Art. Cut is key in Choi's work, and his latest collection offered plenty of dramatic cuts alongside wardrobe classics.


Eudon Choi Beatrice Navy Double-Breasted Wool Blazer (£635)

Eudon Choi Anita Blue Poplin Shirt Dress (£500)

7. Molly Goddard

Winner of the 2018 BFC/Vogue Designer Fashion Fund, Molly Goddard launched her eponymous label in 2014 and her frothy tulle designs have since been featured on both celebrities and in hit TV shows (oh hello Villanelle).


Molly Goddard Savannah Hand-Smocked Tulle Dress (£3800)

Molly Goddard Joelle Tulle-Shawl Wool Cardigan (£680)

8. Rejina Pyo

Created by a woman for women, Rejina Pyo has got contemporary power dressing down to a tee. From puffed-sleeve dresses to unusual accessories, these are pieces that will look great for many seasons to come.


Rejina Pyo + Net Sustain Maia Cutout Twist-Front TENCEL-Blend Jersey Maxi Dress (£625)

Rejina Pyo Elliot Jacquard Shirt (£375)

9. 16 Arlington

From feather-trimmed gowns to head-to-toe leather, 16ARLINGTON makes extra look oh-so chic. A must-see for head-turning eveningwear.


16arlington Seymour Feather-Trimmed Satin Shirt (£695)

16arlington Mandrake Feather-Trimmed Satin Wide-Leg Pants (£695)

10. Richard Quinn

Known for his emotive runway shows and show-stopping prints, Richard Quinn was the first recipient of the Queen Elizabeth II Award. Embracing dramatic couture finishes and vintage-inspired fabrics, the results are truly red carpet-ready.


Richard Quinn Floral-Print Polka-Dot Silk-Satin Pyjamas (£475)

Richard Quinn Puff-Sleeve Pleated Satin Mini Dress (£1680)

11. Christopher Kane

Making his debut in 2006, Christopher Kane has gone onto garner critical acclaim for his subversive yet demure designs, and has become an A-list designer of choice thanks to his bold yet brilliant event looks.


Christopher Kane Crystal-Embellished Cashmere and Silk-Blend Sweater (£895)

Christopher Kane Lace-Trimmed Crystal-Embellished Chainmail Mini Dress (£1495)

12. 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.


Shrimps Cara Heart-Print Organza Maxi Dress (£550)

Shrimps Mira Floral-Embroidered Wool-Blend Cardigan (£295)

13. Ashish

If you're a fan of all things shiny, then Ashish Gupta is your man. Studying for his MA in fashion design at Central Saint Martins, his name-sake label has become synonymous with high-octane embellished designs.


Ashish Polka-Dot Sequinned Cotton Mini Dress (£1205)

Ashish Single-Breasted Leopard-Pattern Sequin Coat (£2255)

14. Erdem

Another recipient of the British Fashion Council/Vogue Fashion Fund award, Erdem Moralioglu has brought a contemporary spin to the classic floral print. A must-see for elegant, figure-loving frocks.


Erdem Caterina Toile De Jouy-Print Cotton-Poplin Blouse (£770)

Erdem Dalton Bow-Embellished Merino-Wool Blend Sweater (£490)

15. 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's is all about the potential of soft power dressing.

Emilia Wickstead Sharonella Open-Back Wool-Crepe Dress (£2210)

Emilia Wickstead Polka-Dot Jacquard Gown (£1995)

16. 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. Now under the lead of Riccardo Tisci, Burberry's signature check has been reworked for a new generation and features on everything from shirts to tote bags.

Burberry The Chelsea Cotton-Gabardine Trench Coat (£1490)

Burberry Leather-Trimmed Printed Coated-Canvas Tote (£890)

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This article originally appeared on Who What Wear

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