You know the big names. Burberry, Alexander McQueen, Vivienne Westwood — London fashion royalty, case closed. But scroll a little further and there’s a whole underground of London-born labels quietly building cult followings, one viral drop at a time. Some have already caught the eye of your favourite idols. Others are simply too good not to know about. Either way, consider this your new shopping list. 

Peachy Den

Think slouchy, undone, model-off-duty energy — the kind of outfit that looks like zero effort went into it, except every seam was clearly considered. Peachy Den does gathered, ruched fabric like nobody’s business, but don’t let the slinky jumpsuits fool you — there’s real structure holding it all together underneath. It’s the label for anyone who wants to look effortless while very much putting in the effort. Perfect for a breezy summer evening stroll, a rooftop dinner, or convincing everyone you woke up like this.

Jaded London

If you’ve ever wanted to dress like you’re two seconds from a music video shot, Jaded London is your brand. Trendy, unapologetically loud, and built for the girls who like their fits to do the talking, this is streetwear with an edge, mixing cut-out silhouettes with corseting and denim that somehow also looks expensive. It’s also the label BLACKPINK’s Jennie has been spotted in more than once, alongside aespa’s Winter and LE SSERAFIM’s Sakura — so really, “who wanna be like Jennie?” might as well be their unofficial tagline.

KNWLS

South London’s KNWLS (formerly Charlotte Knowles) is not a brand for the faint of heart. From deconstructed corsets to second-skin tailoring, this entire brand gives a whole lot of femme-fatale energy. It’s already landed on TWICE’s Jihyo, who wore KNWLS strapless plaid mini dress in her “Killing Me Good” music video and later fronted a KNWLS x Miss Sixty campaign. If you want to channel main-vocal, main-character energy, this is where to start. 

K&R London