LONDON — This year marks the Year of the Fire Horse in the Chinese zodiac, and London’s designers are embracing its bold spirit. With London Fashion Week underway, they’re thinking beyond just clothes. It’s about understanding what customers really want and offering a lifestyle.
Harris Reed, a designer who showcases in London and heads Nina Ricci, emphasizes the importance of versatility. He advises aspiring designers to look beyond mere fashion. “Success is not just about getting clothes on racks. You need to meet customer needs,” he says.
Reed’s latest collection features innovative bridal designs that combine style with comfort. “We’ve explored bridal wear for two years. Now, we’re ready to showcase what our customers expect,” he shares. These luxurious garments include practical pieces like a fishtail dress and corset paired with a shift skirt, adorned with vibrant veils. Reed believes 2026 will see a rise in these colorful trends.
He’s also branching into home design, collaborating with Fromental, a wallpaper company renowned for its bespoke creations. “We’re about creating worlds and exploring what home means in the coming years,” he explains, noting that clients often request reproductions from his shows.
Roksanda Ilinčić is taking a slightly different approach by opening a pop-up shop rather than staging a traditional runway show. This space, set to open in March, will house pieces from her spring collection alongside art, flowers, and gourmet drinks. “This is Roksanda’s world,” she says, envisioning it as a hub for hosting clients and creating unique experiences.
Ilinčić, like Reed, is expanding her line to include tailored pieces. She aims to deliver versatile options that cater to daily wear. “My customers want clothing that fits their everyday needs,” she notes.
Meanwhile, Julien Macdonald is making his return to the runway after three years with a fresh outlook. Having revamped his business after previous challenges, he’s focused on practical, ready-to-wear styles. “We’re living in a younger world where prices matter,” he admits, as he now offers dresses ranging from £800 to £4,500, reflecting current buyer demands without compromising on the signature sparkle of his past collections.
Macdonald is also planning groundbreaking shows, including one at The Shard, inspired by the colorful reflections seen from the ambitious skyscraper. This innovative setting highlights a modern approach to fashion showcases.
Mario Arena, the new creative director at Joseph, is reimagining the brand with a strong focus on craftsmanship and technology. He’s exploring unique designs with 3D printing applications to enhance visual appeal. The aim is to create tactile and interactive experiences that elevate the fashion story.
Emerging designer Foday Dumbuya of Labrum is diligently blending cultural influences into his work. Inspired by his travels and heritage, he creatively incorporates materials like crochet and Indian embroidery into his designs. Dumbuya’s dedication to storytelling through fashion is seen as a crucial marketing strategy for his brand. He has plans to expand into the U.S. and Japan, targeting growth markets as he looks to launch a standalone store in Sierra Leone.
In today’s fashion world, designers are adapting creatively to remain relevant. Trends show an increasing focus on practicality and lifestyle. As designers draw from the bold energy of the Fire Horse, they embrace challenges and reshape their approach, catering to a diverse audience that values both style and substance.
In this fast-evolving industry, the call for innovation and responsible practices continues to resonate, ensuring a vibrant future for fashion.
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Harris Reed,Joseph,Julien Macdonald,Roksanda Ilincic
