A view of London style

A view of London style

Having recently started a BA Fashion Communication at Condé Nast College, Emily Scoresby Smith shares her view on style in the the Capital. 


Style is an extremely subjective concept. For hundreds of years, trends and popular culture have dictated what is in and what is out, what is desirable and what isn’t worth as much as a second glance. 

Spending a day walking the streets of London, however, contradicts these traditional rules entirely. If you take a minute to sit in a café and people watch, looking past the rushed business men and the street performers, every single person is unique. Whether donning a pair of baggy jeans and a hoodie clutching a skateboard, or strutting down the street in new season Louboutins, style exists everywhere, especially in this dynamic and multi cultural place.


I do not view style as “trendy” or “not trendy”; styles and trends are wildly different. I believe that trends exist more as a formula than as a physical way of presenting yourself. By definition, a trend is ‘a general direction in which something is developing or changing’. Trends come and go, changing from season to season, trickling down from the catwalk to the streets. Style, on the other hand, is timeless and unique, defining a person and how they choose to be seen by the world. London is understandably a fashion capital because of the amount of variation you see from corner to corner, creativity flowing out from under every bridge, in every doorway and every window. Music, art, theatre, architecture and business beautifully collide to form one of the most stylish and unique cities in the world, where everyone can express their sense of style whilst being endlessly inspired by those surrounding them. 

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By Emily Scoresby Smith