It’s not exactly a secret that London is something of a fashion-lover’s dream. High-end fashion? We’ve got that. Small, buzzy vintage shops? Got that too. But one of the best parts of the local fashion scene is just how many excellent, up-and-coming designers we have.
Yes, you could just go to a shop to find some of the biggest: the Hackney-based Positive Retail is a great place to start for quirky London brands like Damson Madder and Aligne.
Or you could dive a little deeper and get to know some of the newest independent designers making waves around the Capital with their knitwear, fun silhouettes and bold prints.
Here’s our pick for where to look next – either for a Christmas present, or just to treat yourself.
1. Rhi Dancey
Maximalists, come this way please. Founded during the Covid-19 lockdown, Rhi Dancey spent her time setting up her brand from a small studio in Hackney. Now, she has outposts in Berlin, Tokyo and Sydney, and her limited edition ‘drops’ often sell out within hours. It’s not really a surprise: Dancey bills her pieces as “sexy and sustainable”, with everything made by hand by a small team of three. On the menu: bright, fun designs featuring lashings of colour, cool Chopova Lowena-flavoured statement tees and gorgeous full-length dresses patterned with animals and abstract designs. Amiee Lou Wood is a fan. Our favourite? Her blue ‘dragon lover’ t-shirt: get it here.
From £25, rhidancey.com
2. Arodazi
This brand was only set up in 2023, but a trip down Broadway Market on a weekend will confirm it’s already being seen on the cool East London girlies. Its founder: 23 year old Izadora Hodges, who was born and raised in London and inspired to set up Arodazi after travelling across India. Her clothes are manufactured in a small independent factory in Rajasthan, she operates a no-fabric wastage campaign and also boasts some very cool silhouettes. The hero piece is the ultra-baggy Oshi trouser, but the tight-fitting Oshi jackets are also excellent.
From £40, arodazi.com
3. Hairy Mary
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The delightfully in-your-face Hairy Mary was founded by Rosie Barton in 2021, and has made its name repurposing deadstock and vintage items (including, but not limited to: tablecloths, handkerchiefs, petticoats and tea towels) into rather excellent collection of punk tees, kilts, frilly skirts and bloomers.
As the brand puts it, “Hairy should have had a jolly silly old time making them or you should have a jolly willy-nilly old time wearing them.” That same irreverence is found in her clothes, of which literally no two items are the same. Plus, five per cent of all profits are donated to Maggie’s Centre, a charity that provides support for people with cancer, and their families.
From £10, hairymary.co.uk
4. Nadine Mos
Nadine Mos’ work is a love letter to her Egyptian heritage. Based in London, she creates pieces that are intended to form a close connection with its wearer – following and celebrating the curves of the body rather than hiding them away. The result? Gorgeously sheer clothes in shades of bronze, red and brown that look uncompromisingly good. Her Ocean Overlocked dresses (£350) are especially nice; finish them off with a croissant bag for extra effect.
From £75, nadinemos.com
5. Molly O’Halloran
Molly O’Halloran has created a loyal following with her range of finger-on-the-pulse knitwear drops. Scarves, cardigans and jumpers are all made to order in South-East London, and she’s recently collaborated with big-name brands like Nike. Head to her for woollen striped jumpers (£150) in shades of green and blue, or chocolate and red – or in her new polka dotted range. Keep an eye open for sample sales, or (if you fancy splashing out) invest in a scarf to match the print on the jumper for a statement look. From £85
From £85, mollyohalloran.co.uk
6. Ruby Loot
For a brand that’s only been going since April 2024, Ruby Loot is already impressively established. That’s probably because it’s so bloody cool: an independent, female-founded label whose slogan baby tees say things like: ‘Too old for DiCaprio’, ‘Dump him’ and ‘Eyes up’? Yes, please. Unsurprisingly, the brand is a hot favourite of celebrities like Maya Jama, Jade Thirlwall, Ella Eyre and Mary Beth Barone – and with some big brand collabs on the horizon, now’s the time to grab a shirt too.
From £35, rubylootthelabel.com
7. Melissa Tida
On the hunt for a statement piece? Say, a crochet hoodie, or a pair of ultra-frilly bloomers? May I introduce you to Melissa Tida. This small brand has everything the young Gen Z (or indeed, Y2K aficionado) might need to make a statement outfit. That is, striped dresses with hoods, black capri bloomers (to see is to believe) and a variety of knitted bonnets. Best of all, it’s at an affordable price point – not always a given.
From £45, melissatida.com
8. Rua Carlota
The ultimate in fashionable upcycling. Based in Barons Court, Charlotte Rose Kirkham, the brains behind the label, takes things like neckties and turns them into things like halter-neck tops and unbearably chic trousers. Her patchwork designs and ruched shirts have been featured in Vogue, Elle and L’Officiel – basically, your favourite fashion mag’s favourite designer.
From £33, ruacarlota.com
9. Pickles
Not just an excellent name. Pickles is living proof that knitwear doesn’t have to be frumpy; in fact, it can be incredibly chic (welcome news for us all as winter beds in). Founded by Ella Savill, the range includes jumpers, vests and accessories that are made using 100 per cent Scottish wool. Their stock in trade is slogan jumpers: that includes the viral ‘Guinness is good for you’ jumper, but consider investing in a ‘Me for President’ or ‘Fuck it’s cold’ if you want to stand out from the crowd.
From £55, picklesknitwear.com
10. Worme
Based in London, Worme nevertheless has a dash of Spanish flair to it. That’s because its founders, Hannah and Melissa Collett, grew up spending their summers in the town of Cadaqués in Spain, and the rest of the year in south west London. They started off by upcycling their mother’s 1970s evening wear; these days, they design and create their own silk separates and bias-cut dresses that are simple, but gorgeous. On the go since 2018, they’re a go-to for elegant evening wear – our pick would be the totally sheer tie blouse. One for the bold.
From £165, worme.co.uk
