IN FASHION
Introduction 19
Fashion in London: Past and Present 21
Creativity Capital 58
London Street Style 116
Shopping 180
Only in London 250
Photo Credits 302
Acknowledgements 303
Introduction 19
Fashion in London: Past and Present 21
Creativity Capital 58
London Street Style 116
Shopping 180
Only in London 250
Photo Credits 302
Acknowledgements 303
INTRODUCTION
“I’ve been walking about London for the last thirty years and I find something fresh in it every day.” WALTER BESANT
From the rule-breakers of the Swinging Sixties to the trendsetters of today, London has been setting the fashion scene on fire for over sixty years. The city has nurtured several generations of incredibly talented fashion designers whose imagination and skills have placed London at the forefront of creativity. Young designers who have been trained at some of the capital’s top fashion schools are now making a global impact. It is not surprising that they are called upon to design collections for prestigious brands in Paris, Milan, and New York. The city’s vibrant arts scene, diverse population, and innovative industries make it an ideal environment for creative individuals from all over the globe to thrive and showcase their talent. In London, fashion is omnipresent on the streets. The sartorial diversity one can observe at every corner truly reflects the city’s global spirit. From eclectic street styles to high-end designer labels, Londoners embrace an eclectic range of looks that express their unique personalities.
Originality and individuality are key: whether it’s a bold statement piece or a subtle accessory, each outfit tells a story and adds to the unique tapestry of fashion in the city. The exceptional variety of styles is supported by thousands of fashion boutiques across London. From highend designer stores to second-hand and vintage shops, the city offers something for every taste and budget. Whether you’re seeking the latest trends or timeless classics, London has it all. As if that weren’t enough, London is also home to a number of distinctive fashion subcultures, whose influence can often be felt in today’s fashion shows. Just as Vivienne Westwood captured the rebellious essence of the punks and turned it into a fashion statement, London’s younger generation of fashion designers is drawing on street trends to captivate us and create the fashion of the 21st century. 19
INTRODUCTION
“I’ve been walking about London for the last thirty years and I find something fresh in it every day.” WALTER BESANT
From the rule-breakers of the Swinging Sixties to the trendsetters of today, London has been setting the fashion scene on fire for over sixty years. The city has nurtured several generations of incredibly talented fashion designers whose imagination and skills have placed London at the forefront of creativity. Young designers who have been trained at some of the capital’s top fashion schools are now making a global impact. It is not surprising that they are called upon to design collections for prestigious brands in Paris, Milan, and New York. The city’s vibrant arts scene, diverse population, and innovative industries make it an ideal environment for creative individuals from all over the globe to thrive and showcase their talent. In London, fashion is omnipresent on the streets. The sartorial diversity one can observe at every corner truly reflects the city’s global spirit. From eclectic street styles to high-end designer labels, Londoners embrace an eclectic range of looks that express their unique personalities.
Originality and individuality are key: whether it’s a bold statement piece or a subtle accessory, each outfit tells a story and adds to the unique tapestry of fashion in the city. The exceptional variety of styles is supported by thousands of fashion boutiques across London. From highend designer stores to second-hand and vintage shops, the city offers something for every taste and budget. Whether you’re seeking the latest trends or timeless classics, London has it all. As if that weren’t enough, London is also home to a number of distinctive fashion subcultures, whose influence can often be felt in today’s fashion shows. Just as Vivienne Westwood captured the rebellious essence of the punks and turned it into a fashion statement, London’s younger generation of fashion designers is drawing on street trends to captivate us and create the fashion of the 21st century. 19
Portrait of George Bryan “Beau” Brummell (1778-1840) by Richard Dighton, 1805.
A robe à l'anglaise, c. 1780s.
Two models wearing tennis dresses, 1929.
Portrait of the Duke of York, the future King George VI and Elizabeth Bowes-Lyon on their wedding day, 26 April 1923.
Evening dress and full dress, London, July 1800. Illustrations from the Magazine of Female Fashions of London and Paris.
An extravagant ball gown, worn to the English court, c. 1800. A furrier’s shop in London during the second half of the 19th century. Fur farming is now banned in the UK and fur imports are restricted.
Portrait of Lady Nancy Astor (18791964) by John Singer Sargent, 1908. The daughter of an American industrialist, she married Viscount Waldorf Astor in 1906 and became the first woman elected to the Parliament in 1919.
Fashion designer Edward Molyneux photographed by James Abbe, 1922.
Women in wartime attire walking down a shopping street, 1941.
Models promoting Utility clothes on a rooftop in Bloomsbury, 1943.
Models posing outside a fashion show at Holland Park, August 1925. The Bright Young Things featured in a double page spread in The Tatler, 1927. 54
Fashion designer Norman Hartnell at work, 1944.
Prime Minister Winston Churchill photographed in his siren suit standing next to Field Marshal Bernard Montgomery, May 1944. 55
Portrait of George Bryan “Beau” Brummell (1778-1840) by Richard Dighton, 1805.
A robe à l'anglaise, c. 1780s.
Two models wearing tennis dresses, 1929.
Portrait of the Duke of York, the future King George VI and Elizabeth Bowes-Lyon on their wedding day, 26 April 1923.
Evening dress and full dress, London, July 1800. Illustrations from the Magazine of Female Fashions of London and Paris.
An extravagant ball gown, worn to the English court, c. 1800. A furrier’s shop in London during the second half of the 19th century. Fur farming is now banned in the UK and fur imports are restricted.
Portrait of Lady Nancy Astor (18791964) by John Singer Sargent, 1908. The daughter of an American industrialist, she married Viscount Waldorf Astor in 1906 and became the first woman elected to the Parliament in 1919.
Fashion designer Edward Molyneux photographed by James Abbe, 1922.
Women in wartime attire walking down a shopping street, 1941.
Models promoting Utility clothes on a rooftop in Bloomsbury, 1943.
Models posing outside a fashion show at Holland Park, August 1925. The Bright Young Things featured in a double page spread in The Tatler, 1927. 54
Fashion designer Norman Hartnell at work, 1944.
Prime Minister Winston Churchill photographed in his siren suit standing next to Field Marshal Bernard Montgomery, May 1944. 55
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101
The finale of Molly Goddard's show at the Durbar Court, Foreign and Commonwealth Office, February 2019. Two Bora Aksu designs – left, an Autumn/Winter outfit shown in February 2025 and right, a Spring/Summer dress shown in September 2025.
Model at the Helen Anthony fashion show, LFW Autumn/Winter 2025-2026, February 2025.
A look from Tolu Coker's Autumn/Winter 2024 runway, February 2024.
A floral ensemble from Simone Rocha's show, LFW September 2025.
Models walking the runway at the Pam Hogg Autum/Winter 2012-2013 fashion show, February 2012.
Model Alice Dellal at the Pam Hogg Spring/Summer 2013 fashion show, September 2012. Detail of a Spring/Summer 2026 creation by TurkishBritish designer and Central Saint Martins graduate Dilara Findikoglu, September 2025. 112
Model at the Huishan Zhang fashion show, LFW Autumn/Winter 20252026, Feburary 2025. Chinese-born fashion designer Huishan Zhang launched his brand in London in 2011.
A model at the Louther fashion show, London, February 2025. Louther is a brand founded by German-born, Londonbased fashion designer Olympia Schiele. 113
The finale of Molly Goddard's show at the Durbar Court, Foreign and Commonwealth Office, February 2019. Two Bora Aksu designs – left, an Autumn/Winter outfit shown in February 2025 and right, a Spring/Summer dress shown in September 2025.
Model at the Helen Anthony fashion show, LFW Autumn/Winter 2025-2026, February 2025.
A look from Tolu Coker's Autumn/Winter 2024 runway, February 2024.
A floral ensemble from Simone Rocha's show, LFW September 2025.
Models walking the runway at the Pam Hogg Autum/Winter 2012-2013 fashion show, February 2012.
Model Alice Dellal at the Pam Hogg Spring/Summer 2013 fashion show, September 2012. Detail of a Spring/Summer 2026 creation by TurkishBritish designer and Central Saint Martins graduate Dilara Findikoglu, September 2025. 112
Model at the Huishan Zhang fashion show, LFW Autumn/Winter 20252026, Feburary 2025. Chinese-born fashion designer Huishan Zhang launched his brand in London in 2011.
A model at the Louther fashion show, London, February 2025. Louther is a brand founded by German-born, Londonbased fashion designer Olympia Schiele. 113
ONLY IN LONDON
ONLY IN LONDON
“I think lONDON’s sexy because it’s so full of eccentrics.” RACHEL WEISZ Experience the most diverse of the fashion megacities. Visit the storied streets and shops. Witness creativity on the catwalk, cross the bridges, wander among the grand façades and find the trendiest boroughs, where the world’s most recognisable street styles have taken shape. All without leaving your home.
ISBN: 978-1-78884-355-3
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