I Just Moved to London—And am Already Obsessed with These British Brands

Upon making the decision to move from Melbourne to London, I had anticipated several things: A significant increase in my rent, a complete dependence on a largely unventilated transport system and a regular need to ask for clarification on certain British colloquialisms. 

What I hadn’t anticipated, however, was to fall completely head over heels for British style. Of course, working in the industry, I've spent years reporting on London Fashion Week from afar and curating street style galleries of chic British women, though actually living in this city has given me a completely new perspective. 

Whether it be through the use of bold colour, innovative prints or OTT embellishments, there’s something noticeably whimsical about British fashion. And while it's one thing to appreciate a designer's unique approach to creating clothes when you see them online or instore, it's an entirely different thing to see how those clothes translate from shop front to sidewalk. 

Simply put, British fashion feels fun and seems to foster both creative styling and individuality. I, for one, have decided it's time to step up my game now that I've moved here, and can't wait to add some colour and print to my largely neutral-toned wardrobe. So from Rejina Pyo's sculptural accessories to Olivia Rubin's rainbow brights, in no particular order, here are a few British brands I’m already obsessing over. 

1. Olivia Rubin

I can’t speak from personal experience, but I’m pretty sure it’s impossible to be unhappy whilst wearing one of Olivia Rubin’s pieces. The designer, who graduated from Central Saint Martins, worked for Alexander McQueen and Dior before reviving her eponymous collection and has been brightening up women's wardrobes ever since. 

2. 16Arlington

While feathers may not be appropriate as everyday attire, 16Arlington makes me wish they were! This London-based brand has taken glam to an entirely new level since launching in 2017 and even counts Rosie Huntington-Whiteley and Lady Gags as fans. 

3. Shrimps

Filled with pearls and peter pan collars, Shrimps creates feminine pieces for the modern woman. Starting as a faux fur outwear label in 2013, the brand is currently a favourite amongst It-girls, Pandora Sykes included. 

4. Rixo

With a focus on bright colours, hand-painted prints and a vintage aesthetic, Rixo creates fun, feminine pieces which have captured the attention of many street-style favourites. 

5. Rejina Pyo 

The minute I saw Rejina Pyo’s rectangular Olivia bag, I knew I had to have it in my life. (It’s still evading me for those wondering, but believe me, it's at the top of my wishlist.) Based in London, Pyo has a talent for creating sculptural accessories that are sure to stand out, as well as equally covetable womenswear. 

Next up, see the up-and-coming British brands we discovered on Instagram.