London Edge Spring/Summer 2017 

It’s that time of year again: I’m fresh back from my trip to London Edge and I’ve got all the previews you want ready in my handy-dandy round up.


London Edge outfit, Jade dress + Lucy cardigan C/O Collectif

For those of you that don’t know what London Edge is, it’s an alternative fashion trade show held twice a year to display the new season’s upcoming collections from the exhibiting vendors. Stockists of the brands attend to decide which items they want to order for their stores and websites, and bloggers are often invited to cover the releases for their readers. For vintage-style loving ladies, that means seeing the new lines of favourites such as Collectif, Hell Bunny, Voodoo Vixen, Banned/Dancing Days, Unique Vintage, Seamstress of Bloomsbury, and many more. Basically, there’s a lot of very pretty stuff all on display under one roof.


The only pic Giselle & I remembered to take together all weekend

For this SS17 event I went with my bestie babe Giselle, with whom I also spent the previous day catching up on life, gossip, and having a great time bowling and eating at Bayswater’s All Star Lanes. The fun continued at Edge, where we got to catch up with some of our favourite vintage ladies, like owner Claudia of Deadly is the Female, model Scarlett Luxe, owner Kerry of Audrey Stars Boutique, Sandy from Vivien of Holloway, and blogging kiwi babes Soda Fontaine and Miss Victory Violet (brief though the latter meeting was.) I always love finding out what new pieces other ladies have been most taken with at the show, as it’s interesting to see if we’ve all selected the same stand-out items that are therefore bound to be bestsellers that we may have to fight over at the online checkout, or whether we have differing appreciations for the upcoming styles.

As easily distracted as I can be at Edge with so many things to look at and people to talk to, I did my best to snap my usual excited and hurried pictures of the items I loved best and those I felt my readers would enjoy so that I can give you a glimpse of what’s to come. Here, below, let me share with you my top picks for upcoming SS17.


On Offer: Tropical prints, harlequin, gingham, watermelon fun, border prints, mermaid vibes with seaside prints, more super high-waisted jeans and the return of their (newly improved) capris.
Extra extra: AW17/18 previews showed a return of many favourite styles in new colours and prints, plus some new shapes and interesting changes for the brand. Olive, burgundy and navy feature heavily, there’s faux fur trim back again, and their best loved coats in new colourways.
Official Lookbook
My Favourites: Literally too many to name. Tropical Fairy doll dresses, Jade dresses, harlequin Dolores tops, anchor print Erina.

Lulu Hun
On Offer: Striped ribbon wrap wedges, striped and gingham ballet flats, kitschy strapped flat sandals featuring fruit or cactus, solid coloured flats with cut-out vamps.
Extra extra: AW17/18 will have so many cute retro booties you can’t even handle it. I’m not allowed to show you yet, but believe me, you’re going to be on board.
My Favourites: The nautical coloured striped wedges, of course, (even though they’re stupidly not pictured here) and the black/white striped and gingham flats.

Voodoo Vixen

On Offer: Summer stripes, adorable playsuits, florals, flower-trimmed necklines, their first bridal range, a sequel to last summer’s bestselling nautical jumpsuit.
Extra extra: Loved the Chicago Chic Blog collaboration from this winter? The matching vanity handbag will be coming this July (ish).
My Favourites: SO MANY. The green daisy-trimmed pieces, coral-peach floral neckline dress, dark striped print, andthe cute playsuits with wide flaired shorts.

Hell Bunny

On Offer: Fun nautical, tropical, fruit and daisy prints, short sleeved cardigans, a killer white wicker style bag that can pass for vintage.
My Favourites: The Ryder bag, the 50s lighthouse print dress, and monte carlo 50s dress.

Unique Vintage

On Offer: Lots of familiar styles in new prints and colours, including the Dolores, Golightly, Eva Marie and Hamilton, plus the high-waisted bikinis their famous for, bold stripes, a bandanna print, and multiple cutesy novelty print skirts and nautical prints.
Extra extra: Two words–UV kids.
My Favourites: All the bright striped dresses killed me, plus the pale blue and white checked shirt dress and the bandanna dress.

Banned/Dancing Days

On Offer: Flamingos, LOTS of willow pattern-esque blue on white print, popular tops in new colourways or prints, bags and shoes to match the prints on the clothing.
My Favourites: Willow pattern dress, yellow striped dress, striped boat neck top.

Miss Candyfloss

On Offer: The Housewife Collection, inspired by the 50s housewives with a twist. Lots of gingham, daisies, pastels, and novelty prints featuring coloured bicycles, kitchen storage jars. Classic Miss C dress shapes in new colours or featuring textured design inserts. Jumpsuits, of course.
Official lookbook
My Favourites: The light brown and pale blue striped dress featuring on the last page of the lookbook which I couldn’t actually find at the show, ha.

Zoe Vine

On Offer: Simple and classic wiggle dresses, the return of the Isabelle dress in two new prints, flutter sleeved softly flared dresses, a sudden burst of metallic gold.
Extra extra: AW preview included velvet wiggles, floor length dresses, and simple styles with button details.
My Favourites: The lighthouse print Isabelle dress, hands down.

Love UR Look 

On Offer: Gingham, desert/cacti and Wild West themes featured as embroidered appliques, and all the usual interesting necklines and design details Love UR Look is known for.
My Favourites: Blue printed shirt dress as featured above, and the bird dress with pink, blue and orange birds.

Pretty Retro/The House of Foxy

On Offer: Simple mix ‘n’ match separates, shirt dresses, sweaters, the amazing above mustard jacket and floral dress. Plus, their menswear line, 20th Century Chap.
My Favourites: The mustard ensemble above, be still my heart.

Seamstress of Bloomsbury

On Offer: Easy-to-wear, easy-to-care-for flowing jumpsuits and 40s style dresses, a burst of gingham, some simple summer whites, prints that aren’t overwhelming or overly bold.
My Favourites: Red gingham strap dress with feature pockets and navy trimmed simple white dress.

And there you have it! My favourites of what I could find, though I still suggest you keep your eye out for the official lookbooks from your favourite brands to see the full range. Some brands like Collectif have already begun releasing their SS17 line, while others, like Voodoo Vixen, are expecting their first releases to begin coming in at the end of this month. I suggest you get your wishlists prepped and your pennies ready!

8 thoughts on “London Edge Spring/Summer 2017 

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