8 Trends Every Cool Person in East London Is Wearing

I have lived in London for going on 10 years now, and I have always been loyal to the East End. Don’t get me wrong, I don’t have anything against West, North or South Londoners and their particualr zones, but East has just always been my territory of choice, and continues to serve me well in terms of access to green space, cute and quiet cafes, undiscovered night-time haunts and well-trodden, friendly pubs aplenty. It’s also the same neck of the woods where most of my friends have gravitated towards as well, so naturally, it is where I call home, and I am positive I will call it that for years to come.

Having lived in the East End of London for a considerable amount of time means I can pick up on ultra-localised trends when they pop up pretty quickly, almost tallying them up in my head as I see them. I’ve always had an eagle eye, and love nothing more than clocking fashion trends out in the wild, once they have trickled down from the dizzy heights of international catwalks, from behind the safety of my black-out sunglasses, à la Anna. TFL has become my very own FROW, be that on the hot tin can that is the Central Line, upon my favourite bus route, or waiting for the train at my local Overground station. I see it all!

What’s distinctive about the style in the East End is how it is both laid back and intentional. Nothing is too twee and done-up—Eastenders are too cool for that. You could say there is still a fascination with 90s influences, be that in denim jeans, tank tops, and sparing, pared-back colour palettes and easy silhouettes. Accessories are also typically kept to a minimum, with jewellery coming in the form of a gold or silver hoop or two, or perhaps an heirloom-style pendant or chunky bangle, with small but practical handbags proving to be the shoulder-candy of choice. The ladies of East are keeping it simple, laid back and cool, and most importantly real—with no fuss and minimal frills. If this kind of style sounds right up your strasse, read on for the eight key trends I am spotting locally on an almost daily basis, with curated shopping picks to help you re-create the look. Happy browsing!

1. Denim Bermuda Shorts

Danielle Jinadu wearing denim Bermuda shorts.

Jorts have often had a bad rep, bringing to mind grungey skater-boy cliches from days gone by, but modern takes on the trend offer clean lines, crisp shades, and minimalist feels. Denim longline shorts, or Bermuda shorts can be dressed both up and down. Think ballet flats or sneakers for daytime, or a kitten heel for evening dinner and drinks

SHOP THE TREND:

We the Free Montana Shorts

Free People

We the Free Montana Shorts

Square Denim Shorts

SLVRLAKE

Square Denim Shorts

Denim Bermuda Shorts

Long Denim Shorts – White – Women – Arket Gb

2. Crochet Ballet Flats

Poppy Almond wears mesh ballet flats.

Sneakers are often an easy choice for day-to-day city wear, but I’m spotting a more refined choice of footwear in East London’s style set. Worn with tees, awkward skirts (we’ve coined it!) or loose denim in monochromatic colour palettes, the ballet flat has received the summer ’25 upgrade in pretty crochet, mesh and woven constructions. I love how they give even a simple and straight-forward look a pretty touch.

SHOP THE TREND:

Neutral Forever Comfort® Square Toe Crochet Ballerinas

Topshop Amara Crochet Mesh Ballet in Black

Topshop

Topshop Amara Crochet Mesh Ballet in Black

Crochet Flats

Knitted Ballerina – Rust – Women – Arket Gb

3. Minimal Barn Jackets

Emma Hoareau wearing a barn jacket outfit.

OK, I’m making a case for it, as is Emma Hoareau. Despite the scorching heatwaves we have been experiencing here in London, and across the country, we still are very much prone to rain, chilly evenings and cloudy days here in the UK—natch! I’ve been spotting East London ladies rocking clean-line barn jackets this summer, which have been a great carryover trend from the Spring season. Pair with jorts, simple white tanks and luxe flip flops for a very Olsen-coded look, whatever the weather.

SHOP THE TREND:

Corduroy-Trimmed Coated-Canvas Jacket

TOTEME

Corduroy-Trimmed Coated-Canvas Jacket

Stone Contrast Collar Barn Jacket

New Look

Stone Contrast Collar Barn Jacket

Short Twill Barn Jacket

Abercrombie & Fitch

Short Twill Barn Jacket

Pascual Corduroy-Trimmed Cotton Jacket

DÔEN

Pascual Corduroy-Trimmed Cotton Jacket

4. Gingham Sets

@_livmadeline wears a gingham dress and jacket set, and knee boots.

An easy way to pull off a look is to match a few garments in the same fabric or pattern, giving real intention to your outfit. Take a leaf out of Liv Madeline’s book, and don a few items of summer gingham for a one-and-done fit. Pair with mules, flip-flops or knee boots for Parisienne appeal, by way of Hackney Central.