The Fashion Brands That Make Me Proud to Live in London

September 18, 2020 at 06:00AM

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.


Up Next: Autumn/Winter 2020 Trends: The New Fashion Looks You Need to Know

Author Joy Montgomery | Whowhatwear
Selected by CWC

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