The city of London will always find itself in an eternal power struggle to be crowned with the title of ‘Fashion Capital of the World’, fighting off stiff competition from the likes of Paris, New York and Milan. One thing’s for sure though: when it comes to fashion, London is a melting pot of creative diversity with every area having developed a failsafe style to claim as its own. So get your compasses at the ready as we take you on a tour of the North, South, East and West in a paint-by-numbers guide to London street style, as defined by its postcode.

East London

Perhaps the most fashion-savvy of their London counterparts, the hipsters of the East End have gathered a huge style following over the past few years. Vintage dressing is massive news, with the streets of Dalston and Hackney lined with an eclectic clashing of timeframes. Red-lipsticked ladies sport ‘50s style tea dresses under ‘80s-esque acid denim jackets and kitsch backpacks. Men are kitted out in the skinniest of jeans and the thickest of rimmed glasses, finished with an impressive arsenal of vintage knitwear. Head to the likes of Brick Lane in Shoreditch and nearby Spitalfields Market to pick up anything in leopard print and don’t forget to stop by clothing store Beyond Retro for the ultimate vintage fashion emporium.


North London

Home to a thriving music scene and a whole plethora of pubs and comedy clubs, North London is perhaps the original connoisseur of idiosyncratic postcode style. The likes of Camden and Islington long ago mastered the casual art of beatnik cool, its residents working the look to hip perfection. Think oversized leather jackets thrown over guitar band emblazoned t-shirts, worn out denim and a peak of a grunge-happy flannel shirt and you’re on the right track. Finish off with your most battered pair of black Converse and your best devil-may-care attitude and you’ll be all set to rock some serious North London cool.


West London

With the arrival of UK television show Made in Chelsea perfectly encapsulating the Sloane Ranger look, West London is certified as the home of waxed Barbour jackets, cashmere pashminas and tweed separates. Hosting the likes of Kensington and Chelsea, the well-heeled folk of West London will only settle for the biggest names. Head to Knightsbridge to visit illustrious shops filled with prestigious brands, alongside the likes of Harrods and Harvey Nichols. Nearby King’s Road is a mix of stylish boutiques, designer shops and high-street staples where you can pick up skinny jeans to stylishly tuck into leather riding boots.


South London

With the likes of Brixton and Greenwich making up the area, the folks of South London are a laidback bunch. Influences of reggae and the Caribbean fill the streets and an excellent selection of markets with distinct individuality encapsulates the soul of the area. Here people dress with a sure-fire streetwise edge. Girls team black leggings with ironic sportswear and sparkling white trainers; boys pile on the chains and finish by throwing on an oversized baseball cap. Be sure to visit Brixton market for a host of one-off pieces at one-off prices, all put together with laid-back cool.


This post was contributed by Josie. When she isn’t scouting London for the latest trends, you’ll find her blogging for Miinto where you can find fashion inspiration and clothing.