London fashion has never been one thing — it's a collision of class, creativity and postcode identity. The gap between East and West London is widest in this area, where fashion serves as a visual shorthand for attitude, access, and way of life.
From thrifted layers and experimental silhouettes in Hackney to polished tailoring and luxury staples in Notting Hill, these two 'cool girl' aesthetics reflect more than just taste. They're shaped by history, economics, and the distinct fashion cultures that thrive in each part of the city.
Here's a deep-dive for fashion lovers asking: Which London cool girl are you?
East London: Creative Edge and Eclectic Street Style
East London's style reputation is shaped by its long-standing creative communities, independent retail culture, and history of artistic experimentation. According to Fashion Youth, neighbourhoods like Shoreditch, Dalston, and Hackney have become known for fashion that prioritises individuality over polish. Here, getting dressed is an act of self-expression rather than adherence to a formula.
What Defines the Aesthetic
The typical East London look leans into:
- Vintage and thrifted layers paired with contemporary pieces, such as oversized denim, graphic tees, and beat-up trainers.
- Bold prints and quirky silhouettes that defy fashion rules.
- Streetwear staples influenced by skate, punk, and rave culture, often combined with high-end labels or independent designers.
Brands From the East
East London has become fertile ground for indie labels that reflect this creative spirit. One standout is House of Sunny, founded in Hackney and celebrated for its joyful, retro-inspired knitwear and limited-edition pieces. The brand's collections mix playful aesthetics with thoughtful craft, blending nostalgic references with contemporary sensibilities.
Another example is the cult fashion hub Jake's (originally from Old Street, now relocated in Bethnal Green). With an emphasis on community and innovation, it is a communal place that specialises in deadstock items and one-of-a-kind clothing.
West London: Sophistication, Luxury, and Curated Elegance
West London's fashion identity reflects a different set of influences, including heritage, luxury retail, and long-established affluence. Areas such as Notting Hill, Chelsea, and Kensington are defined by curated boutiques, premium fabrics, and an emphasis on timeless design over experimentation.
What Defines the Aesthetic
The West London cool girl gravitates towards:
- Tailored silhouettes and timeless pieces, such as structured blazers, fine knitwear, and elevated basics.
- Wardrobe staples from established designers, often acquired from boutiques along Westbourne Grove, Portobello Road, and Ledbury Road, as per Luxury London.
- High-end accessories and heritage labels are considered investment in quality and long-lasting style.
Brands From the West
West London boasts a mix of international and British labels that define its chic reputation. Notting Hill boutiques carry high-end French brands like Sézane as well as unique selections from Aimé, Couverture & The Garbstore, and other independent designers.
For those favouring contemporary refinement, ME+EM offers timeless tailored pieces that elevate everyday dressing, while Ledbury Road's mix includes boutique favourites and independent designers that complement the area's polished aesthetic.
Fashion Influenced by Local Culture
The stylistic contrast between East and West London isn't about creativity versus wealth, but how access shapes fashion choices. West London's proximity to luxury retail and heritage brands naturally encourages a more consistent, investment-driven approach to dressing.
Meanwhile, East London's historically independent retail scene and creative communities foster a culture where originality is currency. With fewer expectations around polish or conformity, personal style becomes more fluid. This results in looks that feel expressive, eclectic, and highly individual.
So, Which Cool Girl Are You?
If you thrive on individuality, embrace statement pieces, and aren't afraid to mash subcultures together, welcome to East London cool. You're someone who's creative, unpredictable, and expressive.
If you favour refined silhouettes, wardrobe investments, and understated elegance, West London chic might be your aesthetic calling.
Whichever side you land on, London's fashion map proves that style is living, evolving, and deeply rooted in place. Whether you're kitted out in retro knits and vintage finds or tailored blazers and boutique pieces, there's a unique narrative woven into every look.
