London might be a global style mecca but trends change East to West.  MINE highlights the four key style tribes shaping the face of this fashion capital. 


These days its less about your upper class background and more about wealth and connections. With that said its now more expensive than ever for a Sloane to be a Sloane. The Millennial Sloane is much more fashion-forward, swapping partying for hitting the gym in Lulu lemon yoga pants and sipping on a green juice. Style icons like Cara Delevinge are now leading the way with androgynous tailoring and fearless fashion eclecticism. 

The Sloane WEARS Erdem, Temperley London, Isabel Marant, Anya Hindmarch 
The Sloane DINES Daphne’s, anywhere on Draycott Ave, Ziani’s

The Sloane SHOPS Duke of York Square, Kings Road, Fulham Road 
The Sloane LISTENS James Blunt, Ed Sheeran
The Sloane PARTIES Annabel’s, Albert’s,Chelsea Arts Club, Mahiki Kensington 

She’s drop dead gorgeous lapping up any attention thrown her way - her all out and out glamorous attire (often with more than one branded logo in the mix) backs up her ‘all eyes on ME motto’ which she reminds herself of while planning her outfit, or 3, du jour. On one hand you dont want to get too close as there’s real fight and fire in her spirit - lift up those reflective round Chanel sunglasses and shes got a look that could kill if you cross her. There’s a reason why Valentino’s signature studding suits her demeanour. However play it the right way, flattering her at one of her favourite Mayfair bars and shes all yours. 

WEARS Chanel, Dior, Gucci, Tom Ford
DINES Sexy Fish, Claridges, Mr Chow’s, Zuma 

SHOPS Motcombe Street, Harrods, Harvey Nichols
LISTENS She would never admit to listening to music from a radio, always has a private DJ
PARTIES Park Chinois, Lou Lou’s

It’s not all silver cross prams and Todd’s flats for this mama. By day she may be floating between the Ivy and the Conran store for coffee dates and a bit of a shop before she hits the school run but is most likely to have some serious childcare (and yes we’re talking Norland Nanny level) or quite simply better known as ‘boarding school’. So that frees up a lot of time to slip on her highest Manolos and grab her best LaCroix clutch and totter as fast as her worked out Psycle calves will carry her, to get that negroni down the hatch - for as she will tell you that's what all the fashionistas are drinking at the moment. This one never misses an up to date on trend trick. How would she survive withought the vast information that Instagram supplies her with? In the same way her outer appearance can’t survive without her list of  renowned Harley St doctors she frequents. After all, they’re only streets away. 

WEARS Zoe Jordan, Vilshenko, Equipment, Stella Mccartney, Miu Miu, Marni, Rupert Sanderson, Galvin
DINES Fischers, Ginkana, Chiltern Firehouse

SHOPS Marylebone High Street, Marylebone Lane, Chiltern Street 
LISTENS Classic Jazz
PARTIES Chiltern Firehouse

Painfully cool and ridiculously ahead of her time - she’s been there, seen it, done it. Anyone worth knowing is already one of her BFF’s. Well before you yawn to all that, she remains relevant by ironically disregarding anything that’s mean to be ‘on trend’. While some are reassured by carefully sticking to classic fool proof style trends we know, this chick wants to branch out and experiment developing a refreshingly creative look that you you’ve not seen before. Done well and she looks nothing but brilliant - but you can’t quite pinpoint why. The genius is that it's always original and somehow works.  Annoyingly she’s perfection from her crazy but oh-so cool nails through to her give a damn tossed but still fabulous hair. She breaks rules, sets trends and doesn’t care. It’s attractive. 

WEARS Srimps, Acne, Ganni, Comme des Garcons, Burberry 
DINES  Casa Cruz, Assaggi, Babylon Beach Blanket

SHOPS Westbourne Grove, Portobello Market
LISTENS Listens to 80’s rock hits
PARTIES The Electric House, Notting Hill Arts Club 


A fearless love of fashion experimentation teamed with ‘I know best’ attitude results in a raw look of edgy fashion inspired by all things vintage - think 80s heeled pumps through to 90’ hightop Reebok trainers worn with a Hermes headscarf. She’s a free spirited, modern urban girl who digs for gold in various vintage shops where she might find a designer piece or two in the Brick Lane or Spitalfields markets. Feathers, polkadots, florals and stripes and quite possibly all worn at the same time. Its a maverick love affair for a liberal look with no preconceived idea of what fashion is meant to be. Oversized jewellery and knitwear, hints of fluro, demin jackets all work and there’s always a print going on somewhere…! 

WEARS Re/DONE, Tabitha Simmons, Vetements, Christopher Kane, OFF-White, Supreme
DINES  Shoreditch House, Nobu Shoreditch, Bistrotheque

SHOPS Browns, Dover Street Market
LISTENS Electro and deep house
PARTIES Shoreditch House, Curtain, Night Jar