All posh London-based influencers seem to be in on the same fashion secret: shopping small. The appeal of big brands; and their trend-forward runway of pieces; aren’t the focus anymore. Today, the “posh girl” aesthetic is built on niche, independent designers and labels: a thoughtfully curated boutique online. For anyone wanting to dress like this, it seems as though it’s all about knowing the right brands tagged in the right Instagram posts, or the small tag mentioned in the comments of an OOTD TikTok. If shopping small, staying local, and looking chic is an aspiration, these small, London-based brands will have you there in no time.
Bijoux De Mimi
When I asked my friends what “small London brands” they recognised, Bijoux De Mimi was often one of the first names mentioned. Known for its colourful, eye-catching jewellery, the brand offers bold pieces that make even the most minimal outfit feel more styled. Founded in 2020, the brand has quickly grown from a social media favourite to a more recognisable name, with founder Amelia Hitchcock-Merritt making the Forbes 30 Under 30 list in 2025. She even admitted on TikTok that private school girls were her first target market, which makes sense, since the playful designs fit neatly into the modern London wardrobe.
Chelsea Life Jacket
Chelsea Life Jacket is a clothing brand that leans fully into the preppy, countryside-inspired look that feels closely associated with the posh aesthetic. Best known for their self-described “iconic” Olive Jumper – a colourful striped knit with a relaxed fit – the brand plays into its exclusivity by only providing product drops every so often. Alongside knitwear, the brand also produces rugby polos and gilets, underpinning that heritage-inspired look that you’d expect from a countryside like wardrobe. Pair these garments with wellies and you’ll look perfectly ready for a muddy dog walk or a boozy afternoon placing bets at the races. The brand even creates promo videos set in quintessentially posh British backdrops, from countryside estates to Notting Hill.
Babble and Goose
As featured in Vogue, rather than focusing on the basics, Babble and Goose leans into brightly coloured, statement pieces that stand out without feeling too over-the-top. Its statement velour joggers and co-ord pieces make casual outfits feel more put-together, giving off the sort of dressed-up look you might expect from someone heading to brunch or going shopping in Covent Garden.
Minka Dink London
Minka Dink is very much a brand that mixes the girl-next-door vibe and London cool. Launched by Minnie Royden, who began sewing her own pieces in her university bedroom, the brand has grown from a lockdown passion project into one of the most popular Gen-Z brands in the capital. For its aesthetic, think frilly blouses, striped knits, and relaxed denim to give an “effortlessly chic” look. With a pop-up on King’s Road that consistently generates enough people to make street-long queues, it’s clear that Minka Dink is a brand that is working its way to popularity very well.
Studio Seven Designs
Studio Seven Designs is a brand built around the idea that the best wardrobes start with strong basics. Founded in 2020, the label focuses itself on timeless pieces with relaxed fits, and staples designed to be worn on repeat rather than saved for special occasions. This gives Studio Seven that laid-back but put-together feel that London girls seem to gravitate towards. The Brand leans more into longevity and comfort, rather than one-off statement pieces, with essential clothes perfect for an everyday wardrobe.
Tom’s Trunks
Tom’s Trunks focuses on relaxed pieces that give off that seaside town vibe perfect for summertime pub trips and sitting in the sun in the park. Much of the collection is made up of linen trousers, shorts, and shirts, leaning more towards laid-back dressing rather than statement fashion. It’s definitely a brand of clothes that works just as well for a walk along the seafront as it does for a casual meet-up in the city.
From Fern
Another small label quietly making its way into every posh-girl wardrobe is From Fern. Best known for their unique, patterned quilted jackets, the label leans into a somewhat vintage, countryside-weekend energy that London seems to be obsessed with. The kind of jacket you could throw over jeans for lectures, or layer with skirts and boots for a pub trip. The brand also sells waistcoats and other quilted accessories like makeup bags, but it’s the jackets that have become their signature.
The new language of dressing “posh”
What feels most telling about these brands is how little the modern “posh” wardrobe relies on obvious designer names. In London, it seems that dressing well now comes less from logos and more from recognising the different silhouettes and designs from smaller brands. And these labels offer something that mass-produced fashion cannot: adding a unique enough sense of personality to an otherwise simple outfit, whether it be a statement necklace or a funky quilted jacket.
