Ones to Watch: Top Women-Led London Brands

This autumn, it’s time to spotlight some of my favourite independent brands that are guaranteed to keep us G.URLs stylish in these colder months. The brands listed have not only been chosen because of their incredible clothes, but due to their clear focus on sustainability and creating ethically stunning womenswear.

Isabella Vrana

Over the years, I have always been an avid admirer of the original pieces that Isabella Vrana has produced. What was first a brand that focused on creating Y2K clothing has now evolved into undeniably chic office wear that can be worn both for work and for going out. The brand was created in 2015 by Isabella Vrana herself, and the team is now made up of four women in East London. With their London showroom on 128 Hackney Road, Isabella Vrana champions creating unique lines that are sustainably produced, whilst also selling some of the coolest vintage pieces on the market. By using deadstock fabric, as well as encouraging their audience to practice thoughtful buying and be confident in what they’re purchasing (in order to avoid returns), Isabella Vrana reduces its environmental impact as much as possible. Recently, I visited their showroom in Hackney during an event (hosted by @daughterofahoarder on Instagram) and got to try on their new design – the Cap Sleeve Lindsay Shirt – which, with its stretch, is complementary to a variety of body types and fully embraces the office siren aesthetic. Additionally, as an owner and avid wearer of their flared capris, they are the perfect autumn bottoms to elevate any outfit.  

K&R

K&R is a brand that I was recently introduced to by a friend, and I have since fallen in love with their products. Created by Kath and Rosa, two childhood best friends that started out by selling vintage from their bedroom in 2020, K&R has evolved into its own brand, manufacturing its original line in 2023. Keeping with their core values of sustainability, each piece is locally produced and handmade using deadstock material, as well as using a pre-order system to avoid overproduction. Merging streetwear with a more corporate look, their Roman Trouser, which comes in three different colours, provides a unique silhouette that’s perfect for a season where layering can leave us feeling rather shapeless. Particularly, the Roman Trouser in navy denim is stunning, with red stitching that contrasts the rest of the material to create a pop of colour. Refusing to forget their bedroom roots, K&R still continue to sell vintage pieces on their website alongside their original designs, although I can’t wait to see where the brand takes themselves next with their unique blend of street style and office wear.

Parallel X

Parallel X is an innovative brand reimagining streetwear with a high-fashion edge. Founded in London, the brand combines bold silhouettes with functionality, creating versatile pieces that resonate with urban and contemporary fashion lovers alike. Known for their elevated workwear-inspired designs, Parallel X incorporates premium materials and sharp tailoring into their collections, making them both timeless and modern. Their statement accessories, such as graphic bags and sculptural jewellery, seamlessly complement their ready-to-wear offerings. With a focus on craftsmanship and artistic expression, Parallel X stands out as a brand that effortlessly balances practicality and creativity.

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Susamusa

Worn by Bella Hadid and Kendall Jenner, Susamusa is an effortlessly cool brand that creates timeless pieces worthy of their place in anyone’s wardrobe. Although I haven’t kept up to date with their newer pieces, their classic O-ring trousers remain an absolute staple in my own wardrobe, perfect for nights out and for giving a chic 70s vibe. Particularly, their Nova set, which contains a maxi skirt and a bandeau style top, is reversible, giving the wearer two looks in one and adding to the timeless value of Susamusa. The brand was founded in 2020 by Persian designer Asal Tehrani who started selling both curated vintage and her own designs on Depop, but the brand quickly became popularised after being adopted by fashion icon and supermodel Bella Hadid, who was seen wearing Susamusa in 2021 on a New York trip. As is the case with most of the brands on this list (if not all), Susamusa uses deadstock materials from the 90s to create an undeniably captivating aesthetic, inspired by Tehrani’s experience growing up in Iran and the fashionable Iranian women around her.

Peachy Den

I couldn’t write this article without mentioning one of my favourite London brands of all time, Peachy Den. Created in 2019 by Isabella Weatherby, Peachy Den has established a cult following, its designs heavily inspired by Brit-pop fashions of the 90s and early 2000s. Peachy Den’s new collection, modelled by Olivia Neill and worn by the likes of Beabadoobee, provide beautiful autumnal wear such as the Romy Dress, which is both functional yet unique in its frilled skirt, long sleeves and buttoned up torso. What I love most about Peachy Den’s designs is the practicality of their products, such as the Cindy Frill Dress, which comes with in-built pants and whose material is also swimmable. In their new designs for their autumn campaign that starred Olivia Neill, the brand unveiled the Cheri Trench in colours sage and rose, the perfect coat for the season. Ever committed to sustainability, Peachy Den has a whole page on their website dedicated to how and where their clothes are created, as well as their aims regarding sustainability for the future. Peachy Den have also dedicated funds to the non-profit charity Football Beyond Borders, an organization committed to helping young people, when celebrating the release of their ‘Glory Days’ collection.  Finally, the brand puts great emphasis on their community, often putting together events such as movie nights, panel talks and arts & crafts evenings, all in their East London store for Peachy Den lovers everywhere.

Freya McKee

Freya McKee is another independent designer who has gained notoriety for her made-to-order knitwear, which has been modelled by both Emma Chamberlain and Sabrina Carpenter. The knitwear being on a made-to-order basis ensures sustainability within the brand, eliminating the risk of wasted materials. Outside the knitwear, McKee works with a small team to create handmade pieces that have an unusual flair, for example, her Thorn Top, which combines the idea of a simple long sleeve with a unique angular structure. Her most recent design, the Apple Top, fully displays the brand’s original vision, with six cutout holes that allow the wearer to style the top in different ways and with different colours. One of my favourite designs which is sadly no longer available, the Multi-Wear Zipper Top, also encourages the wearer to style the piece in a variety of ways, with a multitude of bows, buttons and zips that can be left undone or done up. When she isn’t designing her next piece, Freya McKee herself is an artist, with her EP Lychee Juice being released this past summer.

Neomie

Created by influencers and best friends Evie Clark and Olivia Grace Herring, Neomie was established in 2021 and has since focused on more summer wear. However, their Avery Maxi Dress is perfect for layering in the autumn (either as a skirt or as a dress!), its long length and soft material ensuring the wearer stays warm. Using a factory in London that the brand can build a strong relationship with, as well as using deadstock material, Neomie puts careful consideration into how their waste is used and how their products are packaged. Their most recent product, the Sierra Top, can be styled multiple ways and is the perfect going out top for autumn, especially in its charcoal brown colour that fully embodies the hues of the season.

Millie Jane

Designed in Hackney, East London, Millie Jane was created in 2016 and became Millie’s full-time project in 2020, focused on creating slow and ethically created womenswear. Made by a team of seamstresses across England, and previously Millie Jane herself, the brand focuses on flattering shapes and elegant details. Their Denim Spiral Dress is fittingly autumnal, simple in its material but with elaborate stitching that creates a spiral pattern across the dress that is visually pleasing to the eye, along with an elasticated back that is accommodating for different chest sizes. Additionally, the same spiral pattern comes as a skirt, which matched with a pair of brown boots and a jacket would create a perfect look for the season. Their other dresses, such as the striking Carmen Dress in a gorgeous red colour, and the Darc Dress in black, create a timeless elegance for any wardrobe with their exposed backs and intricate detailing.

Niippy Studios

Finally, we have Niippy Studios, a brand that focuses on creating simple yet unique basics that embrace the longevity of fashion. Co-founded in 2021 by Daisy Milner and Emily Murfitt who initially created a sustainable fashion blog and podcast in 2019, Niippy Studios has evolved into its own brand whilst keeping its core values of creating a minimal environmental impact. Using high-quality materials, their latest product, the Scrunch Tee, is infinitely versatile and an immediate wardrobe staple, able to be worn both casually and even on more serious occasions. Although Niippy Studios does not have many products currently available on their website, the ethos behind the brand of creating artistic basics that will last the wearer is exciting. All in all, Niippy Studios is definitely one to watch this autumn.

So, if you’re in London and want to spend some money on ethically chic, women-owned and created brands, put on your favourite pair of earmuffs, boots and get shopping!