9 Industry Experts on the Coolest British Fashion Brands to Buy Now

Paris is chic; Milan is maximalist; New York is polished. But London? London is, of course, eccentric. While that term is often overused when referring to fashion in the UK, there's no escaping that Britain has a long history of being more experimental with its style. From Mary Quant to Vivienne Westwood; Alexander McQueen to Christopher Kane; Ossie Clarke to Ozwald Boatang. Whether it's tailoring, incredible prints or new silhouettes, you can't deny that British designers have often made their mark thanks to being in a hub of innovation, surrounded by different cultures and people pushing the boundaries across the art world.

I spoke to numerous fashion industry insiders, from buyers at some of the biggest luxury retailers to British influencers and designers about the homegrown brands to invest in now. In place of London Fashion Week this season, it felt like the right time to be able to shine a light on the British labels unable to shout about new collections in a traditional runway kind of sense. All of the nine people I spoke to chose incredibly different and interesting pieces that showcase British design talent at its best. Keep scrolling to see what they picked.

Senior market editor for Net-a-Porter, Libby Jane Page has selected some of the biggest designers in the UK right now, from Molly Goddard to Wales Bonner.

Our recent Best Wardrobes in Britain star, Abisola Omole, has impeccable taste and that shines through in her selections that include a gorgeous party frock by Emilia Wickstead. 

Colour-loving Zeena Shah doesn't disappoint with her choices of bright hues a bold prints. 

Founder of By Rotation, the peer-to-peer rental app, Eshita Kabra-Davies, goes for cute heels, gorgeous jewellery and fun jackets. 

Good Shoes founder, Nia Jones, knows where to find chic sneakers. But she's also selected a classic pair of jeans from rising brand E.L.V. and trackpants by Wales Bonner.

Haeni Kim, creator of Kitri, knows how to find pieces that work. From a trench coat from her own line to a basket bag that's sure to be a forever wardrobe piece, take a look at her considered picks. 

Bright and bold prints are the theme of Matchesfashion buying director Natalie Kingham's wishlist. From eveningwear experts Halpern to a bejewelled Christopher Kane knit, this is everything we want to wear post pandemic. 

Hurr Collective founder, Victoria Prew, has found some of the coolest dresses to try on this season, including a leather dress by Kai Collective. 

Want to know where to find great prints? Lisou founder Rene Macdonald does. 

Next up, the biggest spring/summer 2021 fashion trends to know.