British fashion stands for experimental risk-taking and exuberant creativity like no other. While many of the designers shown in London serve a clearly defined aesthetic that undermines the term “trend” – Burberry’s iconic trench coats, Molly Goddard’s statement tulle, Simone Rocha’s imaginative dresses, or Roksanda’s sculptural gowns – British fashion is particularly characterized by its versatility.
Kay Barron, fashion director of Net-A-Porter, sums it up in her essay “What London’s taught me about getting dressed” for the fashion edition of the Evening Standard. “There is no uniform in the capital. London taught me that it is acceptable to be obsessed with clothes and getting dressed. That you can dress up for a boring Tuesday to lift your spirits and that you might get a smile from someone on the Central Line but otherwise go unnoticed.”
Rather, the British fashion world is known for its unique mix of tradition and innovation. Think of iconic labels like Burberry or Barbour, which embody the spirit of British heritage, or modern designers who revolutionize the catwalks with creative, bold ideas – the British fashion scene offers diversity and distinctive style.
Burberry
Signature piece: Burberry’s signature piece is the trench coat. Originally developed for use in World War I, this classic garment has always been a trademark of the brand and embodies Burberry’s timeless elegance and British sophistication.
Creative Director: Burberry’s current Creative Director is Daniel Lee. With Daniel Lee taking over the creative leadership, the label is now positioning itself even more strongly in the luxury sector. He took up the position in September 2022 and is committed to a modern vision of the iconic British brand.
Alexander McQueen
Alexander McQueen stands for rebellious elegance, bold design, and the fusion of art and fashion – provocative and dramatic.
Signature piece: Alexander McQueen’s signature piece is the Skull Scarf. Since its introduction in 2003, it has been an iconic symbol of the brand, perfectly reflecting McQueen’s dark, rebellious aesthetic and his penchant for drama.
Creative Director: The British luxury fashion house was founded in 1992 by Lee Alexander McQueen and has been part of the Kering Group since 2001. After 26 years, Alexander McQueen got a new creative director in 2023: Seán McGirr, who replaced Sarah Burton. She had previously continued the vision of the founder Alexander McQueen.
JW Anderson
Signature piece: JW Anderson’s signature piece is the Cap Bag. Designed to look like a baseball cap, this bag perfectly embodies Anderson’s playful, unconventional approach to fashion and accessories, transforming everyday elements into artful statement pieces.
Creative Director: Jonathan Anderson, founder of JW Anderson, is one of the industry’s most popular designers and has won several British Fashion Awards for his unique approach and artful combination of masculine and feminine elements.
Vivienne Westwood
Vivienne Westwood stands for rebellious punk aesthetics, provocative fashion and the fearless mix of haute couture and political statement.
Signature piece: Eccentric creations and eye-catching prints are part of the brand’s DNA and are often adorned with the brand’s unmistakable “Orb” logo, the signature piece. This iconic emblem, which combines a stylized globe design with a crown, symbolizes Westwood’s unique blend of British tradition and punk rebellion.
Creative Director: Andreas Kronthaler holds this role at Vivienne Westwood. He has held this role since 2016 and works closely with Vivienne Westwood to continue the vision of the brand.
Richard Quinn
The Richard Quinn brand is known for its bold use of colors and patterns, especially its striking floral prints and avant-garde designs.
Signature piece: One of Richard Quinn’s signature pieces is the floral-print jumpsuit. This eye-catching one-piece, often decorated with lush, surreal floral patterns, perfectly embodies Quinn’s trademark for bold colors and innovative design approaches.
Creative Director: Richard Quinn is the founder of the brand and leads the creative vision and design team that develops its signature, eye-catching, and avant-garde designs.
Victoria Beckham
Victoria Beckham stands for timeless elegance, clear lines, and modern femininity – minimalist, sophisticated and chic.
Signature piece: Oversized sunglasses are the distinctive accessory that represents the brand’s modern, minimalist aesthetic. Not only does the brand’s founder and namesake, Victoria Beckham herself, love and wear oversized sunglasses, but they also frequently appear as a style statement in her collections.
Creative Director: Victoria Beckham has shaped the creative vision and minimalist, elegant design for which her brand is known since it was founded in 2008.
Simone Rocha
Signature piece: The pearl detail dress, because Simone Rocha’s creations are often decorated with pearls, tulle, and voluminous silhouettes and perfectly embody the mix of romantic elegance and modern playfulness that defines the brand.
Creative Director: Simone Rocha founded the brand in 2010. She presented her debut collection during London Fashion Week in collaboration with the prestigious institution Fashion East. Since then, she has led the creative vision that represents her distinctive mix of romantic femininity and avant-garde design.
Stella McCartney
The vision of the fashion brand Stella McCartney stands for sustainable luxury that combines ethical design with modern elegance and innovative, environmentally friendly materials.
Signature piece: A signature piece from Stella McCartney is the “Falabella” bag. This vegan bag decorated with chains represents the brand by combining style and sustainability through the use of animal-free materials.
Creative Director: Since founding her brand in 2001, Stella McCartney has implemented her vision of sustainable, luxurious fashion that emphasizes ethical design and innovative materials.
Erdem
Erdem’s vision stands for romantic, feminine fashion that combines artistic designs with historical inspiration.
Signature piece: The floral-patterned dresses are characteristic of the Erdem brand. They are characterized by opulent prints and sophisticated cuts and perfectly embody the romantic and feminine aesthetic of the brand.
Creative Director: Erdem Moralıoğlu founded his eponymous ready-to-wear label in 2005 and has been leading it ever since with his creative vision, known for its unique patterns and romantic designs.
Barbour
Barbour embodies British heritage style with iconic wax jackets that perfectly combine functionality and timeless charm.
Signature piece: The waxed jacket is the signature piece of the traditional British brand Barbour. This classic essential is known for its versatile style, durability, and characteristic Barbour quality, which makes it a timeless favorite.
Creative Director: Model and presenter Alexa Chung has taken on the role of creative director and designer for the new Barbour collection titled “The Edit, by Alexa”.
Emilia Wickstead
Signature piece: Emilia Wickstead’s DNA is best reflected in the tailored midi dress. With clean lines, elegant silhouettes, and luxurious fabrics, it embodies the brand’s modern, feminine aesthetic.
Creative Director: Emilia Wickstead founded the brand in 2008 and has since shaped the vision of its modern, feminine designs, which represent timeless elegance.
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