London Fashion Week starts on Friday — and the power structure has shifted.
The days the front row was the sole reserve of grande dame editors and powerful department store buyers are but a memory. While both breeds continue to exist (to varying extents), they now share the benches with kids who have six (sometimes seven) digit social media followings. And they are ok with that (again, to varying extents).
During fashion week, this group of TikTok-Insta fanatics are unleashed on the city; street style reels, obligatory. Some will walk a handful of shows, others will Vox Pop other Gen-Z attendees for legacy media title’s social pages, and all of them will have a dinner and plenty of parties that night. After a quick sleep, it’s time to dress up to the nines and do it all again.
They’ll document all this and more online, naturally. Here, London’s top 30 influencers share their secrets for dressing to impress:
Parisa Louvel
@badkidhq
My style: “Eclectic. I wear a lot of vintage pieces and streetwear. It also depends on my mood and location but I always prioritise comfort.”
Top tips: “Have fun with your look! It’s fashion, don’t take yourself too seriously. Invest in your accessories — they make or break the styling of the outfit. Think about textures and colour in your bags and shoes to bring life to an understated outfit, or go full maximalist and clash patterns and colours. Clothing wise I’d always recommend vintage, archive or secondhand pieces — you’re less likely to bump into an outfit twin. Online I love Break Archive, Vestiaire, Ebay, Vinted and Depop for second hand pieces and pre-loved designer; and in London, Brick Lane vintage market and local shops Serotonin, Shop Yotts, Attagirl, Y2K Vintage, Nordic Poetry.”
Core buy: Fendi, brown fur baguette shoulder bag, £1,150, breakarchive.com
Callum Mullin
@callummullin
My style: “I dress like a mildly smart 80s pimp, mixing charity store bits with the high end gear I get gifted by the wonderful brands I work with. I really try to stay away from synthetic materials.”
Top tips: “To truly stand out, you could do a very casual but extremely well curated outfit in terms of proportion and colour. Effortlessly cool. There's too many people trying too hard at LFW. We need to inject some sophistication into LFW too, as lately it's felt like an overly colour blocked, latex-ridden polyfest. My key pieces would be: suits, loafers, long coats, après-ski type puffers, aviators, adidas and a statement high end piece, like a leather Gucci side bag. For shopping, look at TkMaxx gold label (refresh it online every morning for the latest goodies) and Glamood, which is so good if you can negate the import tax.”
Core buy: Isabel Marant, trench coat, £476, mrporter.com
Magda Kaczmarska
@_magda__
My style: “Quite conceptual. I’ll think about how it will be photographed. Also quite avant-garde, I suppose.”
Top tips: “I wouldn't buy anything to make you stand out. If that’s what you want to do, I’d rent it so you can pay less and get something wacky. Hurr, ByRotation and MyWardrobeHQ are my go-to’s. You can usually find a quirky fun piece by an emerging designer. If you are to buy, I would look at new brands Liana Paperza, Obrigon and Patrycja Pagas. Also just go all out with accessories: I love the Loewe soap heels, fuzzy hats, massive earrings.”
Core buy: Leeann Huang, cloudy lenticular Mary-Janes, £375, apoc-store.com
Gstaad Guy
@gstaadguy
My style: “Understated Excellence, through Loro Piana. The finest materials, head to toe. Nobody would know unless they touched you.”
Top tips: “Stand out by not standing out. Understatement is the name of the game. Blend in among the masses, and stand out among the few that know. Only those in the know should recognise where you sourced your items from — like my favourite Vicuña gilet from Loro Piana. Find all this at Loro Piana boutiques. The only place. Those who know, just know.”
Core buy: Loro Piana, gilet, £2,880, loropiana.com
The Flag Twins
@theflagtwins
Our style: “Bold. Flag boys always like to make a statement when they dress up.”
Top tips: “If you want to stand out, buy a statement jacket. It’s London so it’s cold and it’s normally raining. Head to Bicester village to shop. We are picky and like lots of options, so going to one place where you can find luxury bits that are also affordable is the dream. In London, Dover Street Market is a sick place to shop. Also htown, in Shoreditch, and END clothing, which is streetwear centric, are great.”
Core buy: Martine Rose, shrunken track jacket, £540, htown.co.uk
Amalie Gassmann
@amalie_gassmann
My style: “Timeless with a twist. I often gravitate towards an all-black silhouette with statement pieces like silver chunky jewellery and a strong jacket.”
Top tips: “A trench coat or oversized leather jacket are great staples! I am also personally loving silver cuffs, an oversized bag and ballerinas. For bags and shoes, I love buying vintage clothes, so my go-to is the RealReal. They have the best kitten heels from Prada and Balenciaga. Etsy is also good. For discovering new designers I go to Maimoun.”
Core buy: Marco Panconesi, blow up wrist cuff silver, £320, marcopanconesi.com
Sienna King
@siennawho
My style: “Elevated casual. I like pairing masculine comfort with a sexy feminine touch.”
Top tips: “You can never go wrong with a good pair of shoes or trainers. I recently bought a pair of Eckhaus Latta pony mules and they are gorgeous. A stand out jacket that’ll keep you warm and looking good during fashion week is also a good bet. Vestiaire is best for vintage high fashion and nostalgic finds and Berlin Humana is best for leather goods.”
Core buy: Marques ' Almeida, leather biker jacket, £299, vestiairecollective.com
Rahi Chadda
@rahi_chadda
My style: “Contemporary and editorial.”
Top tips: “Don’t fall into the trap of wearing the most to get clout, it’s fashion week — show us your expertise in styling. I used to be guilty for investing in trends, but now I am all about purchasing staple pieces for the wardrobe which I can wear all year around. In London, I shop at Selfridges, Harrods, Browns or FLANNELS, places where everything is available to you under one roof.”
Core buy: Portable charger, £19, amazon.co.uk
Emma Winder
@emmaxwinder
My style: “A British jumble sale, mixed with seventies classic yumminess.”
Top tips: “Bigger hats. Everyone loves a hat during fashion week. Think outside the box from just wearing a furry one. Be bold but different. Jonny Beardsall, the milliner, does really cool hats. Also, jingling-jangling accessories. Anything shiny is going to catch people’s eye. The more unique the accessory, the better. Look on eBay. In Notting Hill there’s a bright red shop called The Hirst Collection. It’s jewellery heaven, and decently priced.”
Core buy: The Hirst Collection, necklaces, from £29, thehirstcollection.com
Nathan Hopkinson
@curlyfriesfeed
My style: “I’ve always liked to keep it interesting for myself by mixing it up. Right now I’m leaning into a more timeless aesthetic. Maybe I’m growing up?! Who knows…”
Top tips: “Right now, less is more. Back to basics. I’m really into tailored looks. Office vibes! Ties, smart belts, fitted sweaters and smart shoes. Have a little butchers down Brick Lane vintage market if you like to thrift, or go to SSENSE if you’re more of a high end online shopper. Or both! I like to mix new designer pieces with old. I feel it gives my outfits more character.”
Core buy: Maison Margiela, tan leather belt, £231, ssense.com
Edie Rose
@edielibertyrose
My style: “Quite random. The way I dress and present myself really depends on how I wake up feeling.”
Top tips: “When it comes to getting changed for fashion week, dress the way you dress and wear the pieces you love. No one’s really judging you, they’re more worried about how they look and feel. I’ll be wearing my Mou boots. The best places to shop for one-off pieces with a story is around Brick Lane, there’s a really good mix of vintage — from the high end to to super cheap. You always look different if you have a one off.”
Core buy: Mou boots, Eskimo 18 ponyskin, £239, mou-online.com
James Edward
@james___edward
My style: “Currently an amalgamation of clothes I saw my parents wear to the office and Scottish knits.”
Top tips: “A good coat is an essential. You can’t go wrong with a smart pair of brogues, either. If you like shopping in person, Brick Lane is the place to get a variety of second hand clothes at much discounted rates. Alternatively eBay and Vinted can be great places to find one off designer items for cheap.”
Core buy: Prada, brushed leather derby brogue shoes, £790, prada.com
Jordan Grant
@jo.rdan
My style: “Exaggerated, purposeful, committed. If I commit to a look I’m going all out.”
Top tips: “I’ve recently made the decision to spend only on timeless, classic pieces as the shelf life of a trend piece has become so short. One item can be seen everywhere, and on everyone, in a matter of days now. I suggest beautiful tailoring to stand out. Saint Laurent really made the best collection for this; blazers with huge shoulders, oversized trench coats, leather pieces to last a life time. My favourite online retailer is SSENSE, but there are a lot of trend pieces on there — so shop with intent! Don’t get distracted.
Core buy: Saint Laurent, oversized Chesterfield jacket, £2,775, ysl.com
Tara Martin
@xtaramartin
My style: “Nineties inspired minimal basics contrasted with interesting, vintage statement pieces. I try and incorporate my Indian heritage into my outfits, mixing different brands with traditional South Asian jewellery.”
Top tips: “Shop vintage and second hand to stand out. I’m constantly looking for new pieces on online vintage stores Nude Lagoon and Side by Side. In person, Brick Lane is always guaranteed to have some unique pieces, especially Rokit Vintage and the thrift market. Aro Archive is also a beautiful store full of archival Japanese and European designers — a good investment!”
Core buy: Y-3, women's black and white Boots, £350, depop.app.link
Leo Mandella
@leomandella
My style: “Diverse. I think I was heavily known as being a streetwear kid, but as I’ve matured so has my style. I’ll tap into full tracksuits, but also loafers and a Prada tie.”
Top tips: “For fashion week, it’s about looking [like] yourself. You can tell if someone has worn something to stand out. That takes away the magic. I think shopping online is better — Depop, Vinted and Grailed are my go-to’s. It’s much cooler to find something made in the Nineties than whatever’s new on the high street.
Core buy: 59FIFTY, fitted cap, from £26, neweracap.co.uk
Kit Price
@kit.price
My style: “I don’t give my style much thought to be honest. I take inspiration from others and try to adapt them into my own style. If I had to use one word — experimental.”
Top tips: “Accessorising is one of the best ways to stand out from a crowd that dresses well. It’s an art I still have still to master myself, but I love bold jewellery, fun hats and big belts. When they all come together cohesively it’s so satisfying to see. You can never really go wrong with a bit of vintage shopping in London, but you’ve also got access to amazing brands online: Our Legacy, Acne and Wales Bonner are my top three.
Core buy: Simuero, Buzo silver ring, £157, simuero.com
Cora Delaney
@coradelaney
My style: “At the moment, it’s giving Homer Simpson — a wardrobe of the same black suits which I wear every day. Having a uniform keeps me calm in the morning whilst still looking chic (I hope).”
Top tips: “I’m really into trying to blend into the crowd right now. I’m big on mid range suiting (COS, Zara, & Other Stories) complemented with luxury accessories — Miu Miu glasses, gold jewels, Prada heels and a Chanel or Hermès handbag.
Core buy: Miu Miu, Glimpse sunglasses, £370, miumiu.com
Sam Salter
@sammsalter
My style: “Such a mix. One day I love to dress like an Italian grandad, [another] day I’ll be in oversized fits with trainers, and another I am feeling more of a preppy vibe. It’s yours to play with.”
Top tips: “Go for colour, bold colour! A strong red this season [and you] can’t miss. Play with interesting cuts and shapes, a good boot (or heeled boot) elevates everything. I also love sheer [pieces] and showing a bit of skin. For some real stand-out vintage designer pieces I suggest you go to Nordic Poetry. And Our Legacy really does it for me in terms of great fits. A little bit pricey, but so good.”
Core buy: Our Legacy, Camion square-toe leather boots, £520, matchesfashion.com
Isobel Richmond
@izzy_richmond
My style: “I can be quite patriotic in classic London streetwear and party girl aesthetics. When I was living in Italy, all the Milanese girls would be freaked at how I wear spaghetti strap dresses and platforms in the middle of December, religiously.”
Top tips: “Pay really close attention to ensuring that every purchase you make is super conscious and precise. I’m not a very good shopper, admittedly. I always catch myself getting engulfed in ring sections in stores for 30 to 40 minutes because I am so indecisive. If I’m hungover, expect not to see me emerge for a couple of weeks. I really like the store Shop Yotts in Brick Lane, though, I always get excited by fashion in there and the staff are so friendly. Designers Collina Strada and Martine Rose are also bang on.”
Core buy: Balenciaga, Mack butterfly sunglasses, £360, balenciaga.com
Lewys Ball
@lookingforlewys
My style: “Laid back and not taken too seriously. Think eye-roll-inducing slogan t-shirts and jangly charm bracelets you hear before you see.”
Top tips: “I suggest thinking about putting together an outfit with a simple, fitted base then add jumbo accessories. Big framed glasses are my current favourite pick (no, the lenses are not prescription). The antiques market at Bermondsey Square every Friday morning is the place I find all my jewellery. It’s small, but you’ll find unique items for pennies.”
Core buy: Loewe, black square glasses, £210, ssense.com
Tahira Chawla
@tahira_tara
My style: “I love mixing Indian designers with Western ones, whether it be Anamika Khanna, Simone Rocha or Sabyasachi.”
Top tops: “Fashion week is a fun time to bring out pieces in your wardrobe that you wouldn’t wear in your day-to-day; a funky shoe, hat or jeans. I am lucky enough to dip into my mother’s closet, where I usually steal my entire look from! If your wallet permits, One of A Kind archive on Portobello Road has an incredible/iconic curation of designer vintage pieces.”
Core buy: Gucci, fall 2004 pleated bondage silk dress, £1,153, qvarchive.com
Andrew Georgiades
@andrewgeorgiades
My style: “Chic meets nonchalant, with a touch of whispering statements.”
Top tips: “I think Daniel Lee’s Burberry pre fall 2024 collection was exquisite and a return to form for the British fashion house. So I would suggest an accessory from the collection to tie an outfit together. In terms of shopping experience, check out Files London for some vintage and archive high fashion pieces. I love to try out new collections at Our Legacy leading up to fashion weeks, and online I swing between Matches, Mr Porter and Mytheresa.”
Core buy: Burberry, check wool hooded scarf, £690, burberry.com
Federica Labanca
@federica.labanca
My style: “A modern take on Eighties fashion.”
Top tips: “I’m normally a firm believer in sticking to what your style is during fashion week without going too OTT, but I’d say statement outerwear is the thing to go for this February! It's an easy way to stand out while staying warm. Always shop vintage to have unique style and unique pieces. eBay is my go-to when it comes to coats, but Ducie London has some fabulous ones this season. You can also never go wrong investing in fun shoes.”
Core buy: Ducie, Faye shearling maxi coat, £1,350, ducie.co.uk
Aly Meghani
@yungalyy
My style: “Elevated streetwear with a mix of punk and goth.”
Top tips: “Big jackets, long coats or very oversized pants, while making sure to accessorise – a nice pair of boots is a game chnager. Big funky hats are key this upcoming fashion week. Depop, Vinted and eBay are the only places to look; it’s the new year, we are all trying to save some money. Don’t forget to check out Brick Lane market and Vintage Threads, too.”
Core buy: Vintage, 1990s leather billiards logo jacket, £135, ebay.co.uk
Bettina Looney
@bettinalooney
My style: “Classic with a touch of glam. I love anything Eighties inspired and oversized silhouettes.”
Top tips: “The ‘Mob wife’ is having a full moment still, so get yourself a big, furry (faux) coat! I recommend shopping on Vestaire Collective as there are loads of hidden designer gems. Another favourite is Net-a-Porter because I just love their buy!
Core buy: Tom Ford, Faux fur coat, £2,125, net-a-porter.com
Olivia Pezzente
@oliviapezzente
My style: “I like to focus on elevated basics and fall back on a uniformed look that incorporates one stand out, unique item; an archive piece or an unexpected accessory.”
Top tips: “It’s chilly out! Focus on outerwear and sexy winter accessories. I’m very into gloves right now; leather, suede, fur (or the combo). There’s a tiny shop called Sermoneta Gloves in the Burlington arcade that has a great selection.”
Core buy: Sermoneta, classic Napa gloves, £150, sermonetagloves.it
Sydney Lima
@sydneylimaa
My style: “Nondescript.”
Top tips: “Unfortunately it always seems to rain during London Fashion Week, so I would advise buying one of those umbrella hats. You know, the multicoloured ones? I've never seen one at fashion week before so that would definitely grab people's attention. I'm terrible at shopping IRL as I always get overwhelmed, so I prefer staying in and just googling specific items I want. 'Long pleated black skirt', for example, and then I buy the first thing that comes up that looks like what I had envisioned. You do end up with quite a lot of highly flammable clothing…”
Core buy: Umbrella hat, £5, amazon.co.uk
Betty Bachz
@betty.bachz
My style: “Full of juxtaposition. An eclectic mix of masculine and feminine, high and street, sporty and tailored.”
Top tips: “Statement coats are my fashion week kryptonite. Consider your outerwear collection your investment portfolio, if it makes you feel better about the splurge. I would also invest in a really good hoodie to layer with. I shop everything online these days out of convenience, at Net-a-Porter or eBay for vintage finds. I recently had to download the Facebook app again after a decade of hiatus — Facebook Marketplace is the real deal.”
Core buy: JW Anderson, oversized shell and cotton-blend fleece jacket, £550, net-a-porter.com
Reuben Larkin
@reubenlarkin
My style: “Quintessentially British. Mainly suits, but Grandpa clothes too.”
Top tips: “If you have to buy a new wardrobe for fashion week, then you shouldn’t be there! But if you’re taking it as an opportunity to refresh your wardrobe, a long wool trench coat will make you intimidating enough that you won’t have to make small talk with anyone at parties. My retail trick is to befriend an old man and bide your time! If that’s too long for you [to wait] then you can also go to Gucci or YSL to grab yourself the best long coats for the winter.”
Core buy: Gucci, wool overcoat in camel, £3,150, endclothing.com
Skyla Sanders
@skylasanderss
My style: “I love trying new things with my style. One of my favourite parts about getting ready is accessorising. I’m over the bow thing, but currently trying to bring chokers back.”
Top tips: “This winter I’m really into colour, statement coats, and colourful sweaters. I’m definitely taking part in the fur trend. I think it’s so versatile and chic, especially with a pop of colour underneath. I love vintage and second-hand clothes, all my favourite pieces are from Depop or The Real Real, and I admit that I am an Instagram ad shopper at times. But I always get my basics from Skims, Zara, or Levis.”
Core buy: Sophie Buhai, black shoelace choker, £435, ssense.com
