Fashion

In 2024, British fashion influencers are redefining style with authenticity, inclusivity, and sustainability at the forefront. No longer just trend followers, these women are shaping the way UK audiences think about personal style, body positivity, and conscious consumption. From curated capsule wardrobes to bold streetwear, their content blends aspirational aesthetics with real-life practicality — making them essential follows for any fashion-savvy woman.

Here are the top 10 British fashion influencers making waves this season.

1. @stylemeclare (Clare Goldwin)
Based in London, Clare has built a loyal following of over 300,000 for her timeless, minimalist aesthetic. Known for her capsule wardrobe guides and sustainable brand recommendations, she champions slow fashion with a focus on quality over quantity. Her recent collaboration with Pepper on a “30-pieces-for-summer” collection sparked widespread media attention.

2. @lucywears (Lucy Williams)
A pioneer in the UK influencer space, Lucy continues to inspire with her effortlessly chic London looks. Her signature mix of high-street and designer pieces — think & Other Stories with vintage accessories — makes her style accessible. She recently launched a podcast, Style Edit, discussing mental health and fashion.

3. @thechicgeek (Marianna Hewitt, UK-born, London-based)
Though now globally recognised, Marianna’s British roots and polished aesthetic keep her relevant in the UK scene. Her content blends fashion, wellness, and interior design, appealing to women seeking a holistic lifestyle. Her 2024 partnership with John Lewis on a capsule wardrobe collection was a sell-out success.

4. @nadiamiah (Nadia Aboulhosn, UK-based)
A champion of size inclusivity, Nadia proves that style has no size limit. Her bold use of colour, prints, and tailoring challenges outdated norms. She recently collaborated with ASOS Curve on a summer collection that received praise for its fit and versatility.

5. @doyoutravel (Sara Harry)
While known for travel content, Sara’s fashion sense — especially her resort wear and transitional layering — has made her a style icon. Her reels on “how to pack 10 outfits in a carry-on” went viral earlier this year, resonating with busy British women on the go.

6. @amyjacksonstyle (Amy Jackson)
Amy’s fresh take on smart-casual dressing has earned her a spot on Glamour UK’s “Top 50 Influencers” list. Her love for tailored blazers, neutral palettes, and sustainable accessories makes her a go-to for modern professionals.

7. @theotherlucy (Lucy Coats)
Specialising in vintage and second-hand fashion, Lucy is at the forefront of the circular fashion movement. Her Depop hauls and “thrift flip” videos educate followers on sustainable shopping. She recently hosted a panel at London Fashion Week on the future of resale.

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In a world of fast fashion and endless choice, the capsule wardrobe has emerged as a breath of fresh air — a minimalist, sustainable, and stylish solution for modern British women seeking simplicity without sacrificing elegance. Defined as a curated collection of essential, high-quality clothing items that can be mixed and matched effortlessly, the capsule wardrobe is more than a trend; it’s a lifestyle shift towards mindful consumption, time-saving routines, and long-term value.

Popularised by London stylist Susie Faux in the 1970s and revitalised by brands like Uniqlo, COS, and Everlane, the capsule concept is now experiencing a resurgence in 2024. A recent YouGov survey found that 44% of UK women aged 25–45 are actively simplifying their wardrobes, citing decision fatigue, clutter, and environmental concerns as key motivators. With the average British woman wearing only 20% of her wardrobe regularly, the appeal of a streamlined, purposeful collection has never been stronger.

So, what exactly goes into a modern capsule wardrobe? The standard model includes 30–40 pieces per season — a mix of tops, bottoms, dresses, outerwear, and shoes — all chosen for versatility, fit, and timeless appeal. The foundation lies in neutral tones: black, navy, beige, grey, and white form the backbone, allowing for easy coordination. These are then accented with 2–3 seasonal colours or textures, such as burgundy in autumn or soft lavender in spring.

Start with core essentials: a well-fitting white button-down shirt, a tailored blazer, dark wash jeans, a black midi dress, a cashmere jumper, and a trench coat. These pieces should be made from durable, natural fabrics like cotton, wool, linen, or TENCEL™ — materials that age well and are kinder to the planet. Brands like M&S Collection, John Lewis & Partners, and Pepper offer excellent quality basics with sustainability credentials increasingly transparent.

Layering is key to maximising a capsule. A silk camisole can be worn under a blazer for work or paired with high-waisted trousers for dinner. A classic trench can elevate jeans and a T-shirt or be layered over a dress for a polished look. Footwear should be equally adaptable: a pair of nude block heels, white leather sneakers, and ankle boots in a neutral shade can carry you through most occasions.

The beauty of a capsule wardrobe lies in its adaptability. For working mothers, it reduces morning stress and laundry overload. For professionals, it ensures a put-together appearance with minimal effort. And for eco-conscious consumers, it aligns with slow fashion principles — buying less, choosing well, and keeping clothes longer. According to the Environmental Audit Committee, extending the life of clothing by just nine months reduces its carbon, water, and waste footprint by 20–30%.

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The oversized blazer has emerged as one of the most versatile and defining pieces of 2024’s fashion landscape — especially among British women seeking a blend of professionalism, comfort, and effortless style. No longer confined to the boardroom, this wardrobe staple is being reimagined for everyday wear, from weekend errands to coffee dates and casual office days. With its structured shoulders and relaxed silhouette, the oversized blazer offers a powerful yet approachable aesthetic that flatters a wide range of body types.

This year, fashion brands across the UK have embraced the trend with fresh interpretations. High-street favourites like Mango, Massimo Dutti, and & Other Stories are offering oversized blazers in earthy tones — think camel, oatmeal, and moss green — as well as bold checks and soft pastels. Meanwhile, sustainable labels such as Arket and Reformation are crafting them from eco-friendly wool blends and recycled fabrics, aligning with the growing demand for ethical fashion. According to Vogue UK, searches for “oversized blazer outfits” rose by 62% in early 2024, reflecting its status as a must-have item.

So, how do you style an oversized blazer for a polished yet practical everyday look? The key lies in balance. Because the blazer is intentionally loose, pairing it with more fitted or streamlined pieces prevents the outfit from looking shapeless.

For a smart-casual daytime ensemble, try layering your blazer over a simple turtleneck or fitted roll-neck jumper, paired with high-waisted tailored trousers or dark wash jeans. Tuck in the top slightly to define the waist and add structure. Finish with ankle boots or minimalist loafers for a refined touch. A neutral-toned blazer in beige or grey works especially well for this look, offering maximum versatility across seasons.

Dressing it down for weekend wear is equally achievable. Swap the turtleneck for a basic white T-shirt or a soft cotton vest, and pair the blazer with straight-leg or wide-leg jeans. Roll up the sleeves slightly to add a relaxed vibe, and opt for white sneakers or flat sandals to keep the look fresh and unfussy. Add a crossbody bag and gold hoops for a hint of elegance without overdoing it.

For those embracing the “girly minimalist” trend — a rising aesthetic in 2024 that blends soft femininity with clean lines — try wearing an oversized blazer over a slip dress or midi skirt. A blush pink or lilac blazer over a cream silk slip dress creates a sophisticated, romantic look perfect for brunch or a daytime event. Belt the blazer at the waist with a slim leather belt to accentuate your figure and add definition.

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In 2024, vintage fashion is no longer just a niche trend — it’s a cultural movement reshaping the way British women approach style. From high-street thrift stores to curated online boutiques, pre-loved clothing has taken centre stage, driven by a powerful mix of environmental awareness, individuality, and economic sense. What was once seen as a budget alternative is now celebrated as a fashion-forward choice, with vintage pieces gracing runways, red carpets, and Instagram feeds alike.

The numbers speak for themselves. According to a 2023 report by Statista, the UK second-hand clothing market is projected to reach £4.5 billion by 2026, growing at nearly twice the rate of the broader fashion industry. Platforms like Vinted, Depop, and eBay have become go-to destinations, with Vinted alone reporting over 45 million active users across Europe — a 30% increase in UK users year-on-year. Young women, in particular, are leading the charge, with 68% of buyers aged 18–34 citing sustainability as their primary motivation for choosing vintage.

One of the biggest drivers behind this shift is climate consciousness. The fashion industry accounts for 10% of global carbon emissions — more than all international flights and maritime shipping combined. By opting for second-hand, consumers significantly reduce demand for new production, cutting water use, chemical pollution, and textile waste. “Buying one vintage garment instead of a new one saves an average of 5.5 kg of CO2,” explains Dr. Laura Bennett, a sustainable fashion researcher at the University of Leeds. “Multiply that by millions of purchases, and the impact is transformative.”

Beyond ethics, vintage offers something fast fashion cannot: uniqueness. In an age of algorithm-driven trends and mass-produced styles, wearing vintage allows women to express their identity. Whether it’s a 1970s floral midi dress, a 1990s denim jacket, or a tailored 1950s coat, each piece carries history and character. “I love that I won’t walk into a room and see someone else wearing the same outfit,” says Sophie Reynolds, a 29-year-old teacher from Bristol who sources 80% of her wardrobe from charity shops and online resale. “Vintage feels personal.”

The influence of celebrities and influencers has also played a key role. Stars like Florence Pugh, Dua Lipa, and Emma Corrin regularly wear archival pieces on the red carpet, often styled by sustainability-focused stylists. Social media accounts such as @vintage.vixen and @thelondonvintageco now boast hundreds of thousands of followers, showcasing how vintage can be modern, chic, and wearable for everyday life.

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As 2024 unfolds, sustainability continues to shape the future of fashion — not as a passing trend, but as a fundamental shift in how we consume and value clothing. With growing awareness of climate change and ethical labour practices, British women are increasingly embracing eco-conscious choices in their wardrobes. From circular fashion models to innovative textiles, sustainable style is no longer a niche — it’s a necessity.

One of the most significant developments this year is the rise of regenerative fashion. Unlike traditional sustainable practices that aim to “do less harm,” regenerative fashion actively restores ecosystems. Brands like Stella McCartney and Reformation are leading the charge by sourcing materials from farms that use regenerative agriculture — improving soil health, capturing carbon, and supporting biodiversity. For example, McCartney’s 2024 spring collection features traceable wool and organic cotton grown using regenerative methods, setting a new benchmark for transparency.

Another major trend is the expansion of rental and resale platforms. Services like By Rotation, HURR, and Vestiaire Collective have seen a 65% increase in UK users since 2022, according to a recent report by ThredUp. These platforms allow women to wear high-quality, designer pieces without the environmental cost of fast fashion. “Renting a dress for a wedding reduces its carbon footprint by up to 80% compared to buying new,” says sustainability expert Dr. Emily Carter from the University of Exeter. As second-hand shopping becomes more socially accepted, even luxury brands like Net-a-Porter have launched resale sections.

Material innovation is also transforming the industry. In 2024, we’re seeing a surge in bio-fabricated textiles such as mycelium leather (made from mushroom roots) and Piñatex (derived from pineapple fibres). London-based brand Ananas Anam has partnered with major retailers to bring Piñatex handbags and footwear to high street stores. These materials require fewer resources, are biodegradable, and offer cruelty-free alternatives to traditional leather.

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