Thursday, October 22

The Fashion Brands That Make Me Proud to Live in London


It’s London Fashion Week! 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 2020, 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 don’t have 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.

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

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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. 

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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. 

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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. 

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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. 

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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. 

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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). 

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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.

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

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