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Style Advisor:      The European Brands To Love

Style Advisor: The European Brands To Love

While the UK may be in the midst of one very long break up, we’re in it for the long haul with our fashion friends across the channel. From Gucci to Prada, Balenciaga to Moncler, Europe has long been at the forefront of fashion innovation and home to the world’s most groundbreaking brands. These are the European brands to wear now and love forever.

Olivia Dean and Knucks wearing Gucci


Gucci needs no introduction. The storied Italian fashion house started life as a luxury leather goods company 100 years ago, and it’s to them we owe our eternal gratitude for It-bags like the Sylvie and Marmont. Now, creative director Alessandro Michele is ripping up the fashion rule book with retro-chic collections of printed dresses, heavily embellished jackets and statement eyewear. It’s all Gucci.

Jourdan Dunn wears Prada boots


Famed for making bad taste chic, Prada has long been playing by its own rules. Collections are made up of unexpected fabrics (think cocktail dresses made from nylon), masculine takes on typical feminine touches and a refreshingly tongue-in-cheek attitude to styling. What has been a strictly family affair – until now – is set to change for 2021, as Raf Simons joins Miuccia Prada in the top seat as the duo launch the first of many co-created collections.

Couple wearing Balenciaga


With roots in Spain’s San Sebastian and a permanent home in Paris, Balenciaga is a truly well-travelled European brand. Under creative director Demna Gvasalia, the 103-year-old brand is pushing the boundaries with its unconventional styling, photography (see Instagram) and canny ability to create era-defining pieces, from the Triple S to the Speed Sock.

 Male model wears patterned Moncler jacket


What began as a luxury skiwear brand in the French Alps, is now one of the hottest outerwear labels in the business. No longer reserved for the slopes, the luxury Italian brand has sagely turned their signature puffers into a status symbol, as at home in the world of streetwear as at the après ski.

Female models in Ganni software tracksuits


Over the past few years, Scandi style has grown exponentially with a crop of previously undiscovered brands finding their way into our wardrobes. And at the forefront of this new wave lies Ganni. Crafting contemporary womenswear in Denmark since the turn of the century, the brand’s super-cool style and slow fashion approach has translated effortlessly to social media, with their #GanniGirls becoming a global phenomenon.