The Freshest A-List Trend Of 2024? Repping Young London Fashion Talent

Love it or loathe it, method dressing has been the biggest red-carpet trend of 2024. Cue Zendaya dressed as a sandstorm and a tennis ball, respectively, while promoting Dune: Part 2 and Challengers. Also: Dakota Johnson resembling a spider’s web on the red carpet for box office flop Madame Web, and most recently, Blake Lively sporting a Versace version of her husband Ryan Reynolds’s Marvel suit at the Deadpool & Wolverine premiere in New York.

We have last summer’s bout of Barbie fever to thank for this (now rather tired) trend, due to Margot Robbie’s insistence on dressing exactly like her existentially-confused alter-ego. Super-stylist and self-titled “image architect” Law Roach is also a fan of character-driven styling, which is why, in recent months, his longtime client Zendaya has posed for the paps dressed as though she’s just returned from a) Arrakis, or b) a game of mixed doubles.

But while method dressing has started to feel monotonous (let’s lean into the individuality personality of an actor and not their film role, shall we?), there’s an alternative – and refreshing – mood on the horizon. In spite of the iron-clad contracts that tend to dictate A-listers’ red-carpet choices, this year we’ve seen fashion-forward stars promoting young and trailblazing labels, and not just behemoth luxury conglomerates. And if any one city is being recognised for its design talent – daring, imaginative, headline-grabbing – it’s London.

Two names leading the charge when it comes to spotlighting emergent talent are the aforementioned Law, and Norwich-born Harry Lambert, who collaborates with London labels including Harris Reed and SS Daley, and styles Emma Corrin, Sienna Miller and Harry Styles. Corrin’s wardrobe for the Deadpool & Wolverine promo tour has put the spotlight on everyone from recent CSM graduates Freddy Coomes and Joshua Ewusie to 16Arlington, mixed in with blockbuster brands like Schiaparelli and Saint Laurent by Anthony Vaccarello. Law, meanwhile, has looked to names including Paolo Carzana and former British Vogue cover star Torishéju, while styling Zendaya in Alaïa, vintage Mugler, Ralph Lauren and Loewe.

From Chloë Sevigny wearing Dilara Fındıkoğlu to the Met Gala, to Serena Williams wearing 16Arlington at the Serpentine Summer Party, see some of this year’s most major moments for London fashion talent, below.