You might have already marked your calendar for London Fashion Week, but have you really gotten to know the designers behind Fashion East’s spring/summer 2025 lineup? This year, Fashion East, a renowned talent incubator, is showcasing five distinct brands: Loutre, Kitty Shukman, Nuba, Sos Skyn, and Olly Shinder.
Fashion East’s founders, Lulu Kennedy and Raphaelle Moore, describe the collection as a vibrant mix of “art, fantasy, queer club culture, elegance, and luxury streetwear.” And while they might not be able to put it all into words, we’re about to experience their unique vision firsthand.
Sos Skyn
(Samara Scott and Tayah Leigh Barrs) offers a seductive blend of second-hand fabrics, latex, silicone, and hallucinogenic prints. Their pieces are both revealing and powerful, reflecting a late-night, sweaty energy. They see London’s fashion scene buzzing with exciting talent like Jawara Alleyne, Fantastic Toiles, Alexandra Hadjikyriacou, and Feben.
Loutre
(Pia Schiele) channels the frenetic energy of city life, blending structured and fluid pieces for a look that’s both modern and timeless. Her inspiration comes from the rush of sprinting through London’s streets and dashing through an airport, resulting in a collection that seamlessly mixes velvets, furs, suiting fabrics, denim, and canvas.
Nuba
(Jebi Labembika and Cameron Williams) draws inspiration from the diverse geographies of London, Jamaica, and Cameroon. The collection explores themes of cultural identity, urban pressure, and the yearning for authenticity. Expect lustrous metallics, scarification, and geometric cuts with a distinct sense of wear and tear.
Olly Shinder
(Olly) takes inspiration from PE kits, Scout and Girl Guide uniforms, and a playful subversiveness. He reimagines classic silhouettes with rubberized nylons, poplin shirts, and pencil skirts, embracing a queer perspective that defies the binary.
Positive Energy Flows Again
(Kitty Willow Shukman) is a unique footwear brand born from the idea of a never-ending loop. Her debut shoe, crafted in charcoal greys and sour lime greens, is a testament to Shukman’s playful, twisted, and deeply spiritual approach to design.Each designer brings a unique vision to London’s fashion scene, showcasing the city’s vibrant energy, diverse influences, and cutting-edge creativity. These are the names to watch as they push the boundaries of fashion and redefine what it means to be a London-based designer.
