Soho: London’s Original Fashion Icon
Soho isn’t just a place—it's a state of mind where fashion isn't worn, it is lived. From the punk revolution of the '70s to today’s eclectic style mashups, Soho has always been the epicentre of London’s most daring fashion statements, where street style is as revered as runway collections.
Soho's fashion scene has never been about playing it safe. It’s where boundaries are pushed, and the outrageous is celebrated. You’ve got designer boutiques rubbing shoulders with vintage treasure troves, and fashion hunters styling one-of-a-kind pieces from Berwick Street’s market stalls with harnesses from the local sex shops.
Home of Icons and Innovators
Soho has always been a magnet for fashion’s most influential figures. Vivienne Westwood, the queen of punk fashion, transformed the subversive into the stylish. Her boutique, SEX, on King's Road, wasn't technically in Soho but embodied the rebellious spirit that Soho channels. It became a crucible for punk culture, giving rise to legendary looks that still influence fashion today.
Another titan is Alexander McQueen, whose bold, theatrical designs often drew inspiration from the grit and glamour of Soho’s streets. McQueen, who trained on Savile Row and honed his craft in Soho’s creative environment, was known for his ability to blend darkness with beauty—a style that resonates with Soho’s edgy vibe.
And let's not forget John Galliano, the enfant terrible of British fashion, who, like McQueen, cut his teeth in the buzzing creative cauldron of Soho. Galliano’s flamboyant and often controversial designs have left an indelible mark on fashion, mirroring Soho’s flair for the dramatic and the boundary-pushing.
Today, Soho continues to be a breeding ground for innovative designers. Take Charles Jeffrey, the mastermind behind the cult label Loverboy. Jeffrey’s work is a testament to Soho’s ongoing influence on London’s fashion landscape, as his designs are a riot of color, chaos, and creativity, capturing the spirit of Soho’s queer and club scenes.
Street or Runway?
In Soho, fashion isn’t confined to storefronts. It spills out onto the streets, where every corner is a photo op, every alley a runway. The street style here is a heady mix of the unexpected and the unforgettable. From androgynous silhouettes to hyper-feminine frocks, Soho is a place where self-expression reigns supreme.
Our favourite stores at the moment?
Soho After Dark
When the sun sets, Soho doesn’t sleep—it transforms. The neon signs flicker on, and the area’s legendary nightlife kicks into gear. Soho’s after-dark allure has drawn some of the most iconic figures in fashion. Leigh Bowery, the Australian performance artist and fashion designer, was a frequent fixture in Soho’s nightlife scene. His boundary-pushing looks—part costume, part art—were the epitome of Soho’s anything-goes attitude.
Now, fashion in Soho after dark is a spectacle unto itself. Club kids, drag queens, and night owls don their most audacious outfits, turning the neighborhood into a living, breathing fashion show. The mix of glam and grit, of high fashion and underground edge, creates an intoxicating vibe that’s uniquely Soho.
The Future of Fashion in Soho
As London’s fashion landscape continues to evolve, Soho remains at the cutting edge. The neighbourhood’s ability to reinvent itself while staying true to its rebellious roots is what keeps it relevant. As sustainability becomes a bigger focus in fashion, Soho is leading the charge with a growing number of eco-conscious brands and second-hand shops that cater to a new generation of style-savvy, planet-friendly shoppers.
In a city that’s constantly changing, Soho stands out as a place where fashion isn’t just observed—it’s created. It’s where trends are born, where the past and future of style collide, and where the bold come to be inspired. Whether you’re a fashion novice or a seasoned trendsetter, Soho is the place to be—because in Soho, fashion isn’t just what you wear, it’s who you are.
