London Daily

Focus on the big picture.
Saturday, Aug 02, 2025

As London Fashion Week prepares for another digital season, these are the British brands worth discovering and supporting

As London Fashion Week prepares for another digital season, these are the British brands worth discovering and supporting

They don't call London the creative capital for nothing...

If we thought 2019 was a difficult year for the British fashion industry (never-ending Brexit negotiations did not save much thought for the creatives), then 2020 certainly usurped it.

Last summer, as the country was facing national lockdowns due to the Coronaviruspandemic, the British Fashion Council announced that its next installment of London Fashion Week was to be held entirely online for the first time in the event's 40-year history.

Several months on, and knee-deep in our third (and likely not final) full national lockdown, the British fashion industry is preparing for its AW21 showcase in another digital-first format.

Instead of physical shows that would usually take place in February, the event will be almost entirely digital and involve content such as interviews, podcasts and digital showrooms rolling out on londonfashionweek.co.uk, with menswear designers (who would usually show separately in January) being encouraged to take part in the February event.

While this digital-first initiative may have initially sounded like a scaled-back, 'plan b' approach, it in fact provides the iconic event with a huge opportunity to experiment, modernise, and showcase the city's creative talent to a whole new audience; i.e. the general public.

Brits have made a name for themselves as some of the best-dressers in the world, and that's thanks in huge part to the creative geniuses that we breed, educate, nourish and showcase in our very own capital.

Whether you're looking to sharpen up your wardrobe or just brush up on your knowledge of British brands, here are 14 UK labels you should keep on your radar this year...

1. WALES BONNER

Why we love: Innovative, luxurious tailoring with a modern, androgynous influence.



2. PREEN BY THORNTON BREGAZZI

Why we love: Flowing, feminine pieces, masterfully ruched for interesting silhouettes.



3. ROXANNE FIRST

Why we love: Fine jewellery with a fresh, contemporary aesthetic.



4. ROBERTA EINER

Why we love: Bright, fun pieces with fearless, experimental accessories.



5. MOLLY GODDARD

Why we love: Shamelessly excessive and instantly recognisable.



6. MARTINE ROSE

Why we love: A menswear brand that cool girls are buying for their boyfriends, brothers and selves alike.



7. SIMONE ROCHA

Why we love: Delicate designs with intricate, iconic accents.



8. JESSICA MCCORMACK

Why we love: Beautiful, vintage-inspired stones in unusual, modern settings.



9. REJINA PYO

Why we love: Perfectly-cut pieces with surprising, swoon-worthy details.



10. CASELY-HAYFORD

Why we love: Bespoke, beautful, expert tailoring for men and women.



11. OLIVIA VON HALLE

Why we love: Fun, energetic prints splashed across luxe fabrics.



12. 16ARLINGTON

Why we love: Luxurious, sexy party wear with a personality.



13. LOUDBRANDSTUDIOS

Why we love: Designed by Jedidiah Duyile who aims to remind women just how sexy they are.



14. M.I.H JEANS

Why we love: Classic, comfortable shapes with timeless appeal.



So now you know the British brands we're all going to be obsessing over this year, scroll down and take a look at which trends they pioneered for this season...

Fashion Trends 2021



1. CUT-OUTS

Undoubtedly one of the biggest trends on the AW20 runway was cutaway fabrics. Whether they were placed at the hips - the more traditional spot for cut-outs - down the arms or via slashed necks, this season's collections proved that the look once regarded as tasteless or kitsch could be supremely chic.
Spotted at: (L-R) Rejina Pyo, Christopher Kane and Victoria Beckham



2. MAXI RED

Full-throttle red - aka from your neck to at-least-your-knees - was undoubtedly the biggest colour take-away from the four major autumn/winter fashion weeks staged earlier this year. Whether you opt in via a maxi dress, a trouser suit or even a top and skirt, there's no holding back with this one. Just make sure your accessories are relatively neutral to avoid overkill.
Spotted at: (L-R) Preen by Thornton Bregazzi, Alexander McQueen, Bottega Veneta



3. OFF-THE-SHOULDER LAYERING

Bardot necklines have long been reserved for the fairweather seasons, but thanks to some clever layering this off-the-shoulder style is finally a very viable option for autumn/winter. Shirts and blouses work well atop slim-fit high-necks, while longline overcoats are a great way to adopt the trend without having to commit to an all-day look.
Spotted at: (L-R) 16 Arlington, Preen and Toga



4. BROWN AND BLACK

The old adage about brown and black being the ultimate style taboo is no more, as it's officially the chicest colour pairing of the new season. Whether it's a single piece with the duo of tones or your own concocted take via layering, you can't go far wrong with these two. It's a good idea to stick to one shade of each - as opposed to a rainbow of tones - to avoid things looking messy.
Spotted at: (L-R) Preen by Thornton Bregazzi, Prada, Christopher Kane



5. NOSTALGIC JEWELLERY

Remember the brightly-coloured beaded jewellery you wore loyally from the ages of about four to twelve? You hung onto those, right? This season you'll regret getting rid of all those punchy pieces as nostalgic jewellery is having a real moment. The bigger, brighter, more outlandish the style, the more fashion kudos you'll get. Trust us...
Spotted at: (L-R) Ashish, Yuhan Wang and Preen by Thornton Bregazzi



6. PUFFBALL HEMS

Puffball hems have veered from from the fashion world's radar for several seasons, but for autumn/winter they're back in a big way. More often found cuffing the hemline of balloon-fit dresses, they're undoubtedly not an every day look but rather a super statement trend to plump for - albeit in subtler incarnations that those on the runway - for big occasions.
Spotted at: (L-R) Halpern, JW Anderson and Richard Quinn



7. CAPES

A season full of drama, another major look to come off the AW20 runways was the cape. Whether they were full length for maximum impact, or mere shoulder-grazing numbers flecked with metallic tasseled fringing, it was a failsafe way to add a regal sense of elegance to a look. Translate them for real life via caped-back jackets and evening wear.
Spotted at: (L-R) Carolina Herrera, JW Anderson and Rodarte



8. LILAC LAYERS

Purple is often overlooked as a power-colour, but the autumn/winter runways made a convincing case for its merits. Rarely seen as a standalone, they tended to come via layers of suiting, tonal outfits or matching dress-and-heels.
Spotted at: (L-R) Toga, Boss, Alberta Ferretti



9. FACE VEILS

Slightly harder to envisage working in your every day wardrobe (although face masks have, of course, been the unexpected must-have of SS20) the face veil was a seriously popular accessory on the autumn runway. Perhaps not one to adopt for the majority of us, it is worth considering if you're a bride-to-be - as more and more brides shun the traditional trailing veil in favour of an chicer, simpler netted face veil.
Spotted at: (L-R) Rodarte, Carolina Herrera and Brock Collection

Newsletter

Related Articles

0:00
0:00
Close
Germany Enters Fiscal Crisis as Cabinet Approves €174 Billion in New Debt
Trump Administration Finalizes Broad Tariff Increases on Global Trade Partners
J.K. Rowling Limits Public Engagements Citing Safety Fears
JD.com Launches €2.2 Billion Bid for German Electronics Retailer Ceconomy
Azerbaijan Proceeds with Plan to Legalise Casinos on Artificial Islands
Former Judge Charged After Drunk Driving Crash Kills Comedian in Brazil
Jeff Bezos hasn’t paid a dollar in taxes for decades. He makes billions and pays $0 in taxes, LEGALLY
China Increases Use of Exit Bans Amid Rising U.S. Tensions
IMF Upgrades Global Growth Forecast as Weaker Dollar Supports Outlook
Procter & Gamble to Raise U.S. Prices to Offset One‑Billion‑Dollar Tariff Cost
House Republicans Move to Defund OECD Over Global Tax Dispute
Botswana Seeks Controlling Stake in De Beers as Anglo American Prepares Exit
Trump Administration Proposes Repeal of Obama‑Era Endangerment Finding, Dismantling Regulatory Basis for CO₂ Emissions Limits
France Opens Criminal Investigation into X Over Algorithm Manipulation Allegations
A family has been arrested in the UK for displaying the British flag
Mel Gibson refuses to work with Robert De Niro, saying, "Keep that woke clown away from me."
Trump Steamrolls EU in Landmark Trade Win: US–EU Trade Deal Imposes 15% Tariff on European Imports
ChatGPT CEO Sam Altman says people share personal info with ChatGPT but don’t know chats can be used as court evidence in legal cases.
The British propaganda channel BBC News lies again.
Deputy attorney general's second day of meeting with Ghislaine Maxwell has concluded
Controversial March in Switzerland Features Men Dressed in Nazi Uniforms
Politics is a good business: Barack Obama’s Reported Net Worth Growth, 1990–2025
Thai Civilian Death Toll Rises to 12 in Cambodian Cross-Border Attacks
TSUNAMI: Trump Just Crossed the Rubicon—And There’s No Turning Back
Over 120 Criminal Cases Dismissed in Boston Amid Public Defender Shortage
UN's Top Court Declares Environmental Protection a Legal Obligation Under International Law
"Crazy Thing": OpenAI's Sam Altman Warns Of AI Voice Fraud Crisis In Banking
The Podcaster Who Accidentally Revealed He Earns Over $10 Million a Year
Trump Announces $550 Billion Japanese Investment and New Trade Agreements with Indonesia and the Philippines
US Treasury Secretary Calls for Institutional Review of Federal Reserve Amid AI‑Driven Growth Expectations
UK Government Considers Dropping Demand for Apple Encryption Backdoor
Severe Flooding in South Korea Claims Lives Amid Ongoing Rescue Operations
Japanese Man Discovers Family Connection Through DNA Testing After Decades of Separation
Russia Signals Openness to Ukraine Peace Talks Amid Escalating Drone Warfare
Switzerland Implements Ban on Mammography Screening
Japanese Prime Minister Vows to Stay After Coalition Loses Upper House Majority
Pogacar Extends Dominance with Stage Fifteen Triumph at Tour de France
CEO Resigns Amid Controversy Over Relationship with HR Executive
Man Dies After Being Pulled Into MRI Machine Due to Metal Chain in New York Clinic
NVIDIA Achieves $4 Trillion Valuation Amid AI Demand
US Revokes Visas of Brazilian Corrupted Judges Amid Fake Bolsonaro Investigation
U.S. Congress Approves Rescissions Act Cutting Federal Funding for NPR and PBS
North Korea Restricts Foreign Tourist Access to New Seaside Resort
Brazil's Supreme Court Imposes Radical Restrictions on Former President Bolsonaro
Centrist Criticism of von der Leyen Resurfaces as she Survives EU Confidence Vote
Judge Criticizes DOJ Over Secrecy in Dropping Charges Against Gang Leader
Apple Closes $16.5 Billion Tax Dispute With Ireland
Von der Leyen Faces Setback Over €2 Trillion EU Budget Proposal
UK and Germany Collaborate on Global Military Equipment Sales
Trump Plans Over 10% Tariffs on African and Caribbean Nations
×