The label cool girls (and boys) love

With its chic minimalism and celebrity devotees, Studio Nicholson is London's answer to The Row

- Studio Nicholson

If you've ever spotted a pair of slightly curved navy slacks cut awkwardly above the ankle anywhere east of Old Street (and, if you've ever been anywhere east of Old Street, then you almost certainly have), the chances are they were bought at Studio Nicholson. The brand was founded in Hackney by designer Nick Wakeman 15 years ago with a simple but strict premise: it would offer womenswear in a stern, neutral palette - "darkest navy" remains the signature - with subtly off-beat silhouettes pinched from classic films ("specifically those from 1976 to 1996") and Japanese octogenarians ("I've got a thing for them"). Her intention? "I just didn't want people to look like an idiot in it," she says, deadpan.

"We're not really shouty. The clothes have to do the talking," she continues, her ironed straight blonde hair brushing a plain black cardigan. "It's not about marketing or puffball skirts, à la Jacquemus, the wally," she says of the French designer with a penchant for going viral on Instagram. "Just try these clothes on and see how you feel in them. I'm sure you'll love it." Initially, Studio Nicholson (named after her great-grandmother "Nanan" Nicholson) enjoyed success in Japan, before rocketing from strength to minimalist strength here. It expanded to menswear in 2017, opened a Soho flagship in 2021, branched out to Tokyo in 2023, launched hardwear-less handbags last year and only last month swung the doors open to its first east London outpost, on Redchurch Street. Artist Sarah Lucas and Rochelle Canteen's Margot Henderson are already regulars.